There is an old saying that goes “I’m wasting half of my money on marketing, but I don’t know which half.”
Simple answer by measuring and analysing your content and your traffic, you can find out which half is a waste of your resources. By measuring the right things therefore helps you to take better decisions. but also you give your customers what they want!
Many companies and marketers are overwhelmed with data, and it’s easy for the most important figures to get lost in the process. I will give you some advice so you can use Google Analytics, but also to do it both smart and efficient.
The secret weapon
It is important to use the Data and Analysis, that is the "secret weapon" that can help you drive your business forward and protect yourself from investing in the wrong marketing. Many uses the easy way – They often say “I have a big follower base”, I do the right things, but for me it is the "easy" figures, you look at, like Facebook and Twitter followers. There is a problem with that - they say very little about how you can improve your content marketing work in the longer term.
What should we measure?
Which KPIs are important to us?
When will we measure and what do we do with the info?
If you can answer these questions you have a healthy Digital Marketing approach!
With Google Analytics you have a powerful free tool that provides a potential goldmine of valuable insights – if you learn what to look for and how to work the statistics the gain is huge.
I will shortly give you a brief:
What should I measure?
This is a question that I often hear. The answer of course depends on your overall business objectives and the strategy. But let me give you three basics, that you need to understand within your Google Analytics account – segments, events, and goals.
Segments are specific groups of people that visit your site. The most common segments are new and returning visitors.
Events are actions that your visitors take on your site, such as clicking on a link or pressing a button.
Goals are a series of activities that your visitors have completed on your site, such as subscribing to your newsletter or completing a purchase.
By tracking two different segments – new and returning visitors, you can gain a greater insight into the various target groups needs and behaviour.
1. Where do they begin their journey?
2. What content attracts most visitors to the site?
3. From where do they come?
4. Where do they complete their purchase?
5. Why do they do this? When collecting data on actual behaviour, you can test your products, offers and assumptions and change content that does not work.
Analysing the different segments creates a clearer picture of what your visitors are doing on your pages. Your task is to track the most important segments of your business goals and optimise the content on the site. Therefore, always measure on the basis of actual behaviour and your business goals. Many times you can be surprised, let the numbers tell you what to do.
How do you do this the easy way?
- Well there are ready-made templates to start from.
Templates in Google Analytics There are a number of different dashboards you can import directly into your Google Analytics account, that is well suited for both beginners and professionals. It contains completed segmentation groups and reports. Using these, you can find out much about your most loyal visitors and potential customers. You can also access reports that show you how effective your pages and blog posts are, just to mention a few.
Make sure that you choose reports and dashboards that facilitate your daily work, to measure the right things for your business.
Tracking, Tracking and Tracking key performance Make sure your dashboard is completed, so you easy can sift through all the information available. Then choose one or a few parameters that you feel are most important to your business.
Ask yourself: What do you really want to achieve? Do you want more subscribers, customers or greater brand awareness?
Be clear about identifying how success will be measured in your company, and then use the numbers to help you reach the final destination. Remember that the numbers only become useful when they turn into insight that helps you to make better decisions.
A reminder - don’t let yourself be guided by Google’s algorithms. Always write for the person behind the screen and always think about the target group’s own needs and desires. Segment your audience and tailor content for their behaviour. Your marketing will then become more efficient and profitable.