How Analytics Can Shape Your Marketing Strategy
Whenever I have a new client, we always discuss why they think they need my services. And the answer usually involves a lack of social media presence or need a newsletter or blog, or just more consistency across their marketing strategy. One of the first things I do is look at their analytics – from social media, newsletters, and their website too.
Analytics tells an essential story. They can highlight issues with a website, like broken pages or bad keywords. They can point to which social media platform is performing the best or if your newsletters are getting sorted to spam by mistake. Each type of analytic category can help the reader evaluate what is happening and usually why as well.
How Does That Help?
We don’t all have an unlimited budget. So knowing where you are getting the most traffic / bang-for-your-buck means you can concentrate your marketing dollars on those areas. For example, if your target market is engaging on Facebook far more than on Instagram, then focusing your marketing on Facebook to drive conversion is smart business.
On the flip side, if you’re pumping your budget into a website that isn’t performing, then utilizing your analytics to know why is super important. Maybe bad keywords are driving traffic to a specific page that doesn’t match what the user is looking for, causing a high bounce rate.
How Do I Use It?
On your social media, look for your Insights button. From there, you’ll be able to see which posts are performing the best. Click here to read more about insight measures and what they mean.
Some website platforms like Wix include an analytics page. Others may require a plug-in like Google Analytics. GA is a free app that is easy to install and use to analyze your site. There you’ll find metrics such as:
- Traffic: users visiting your site
- Source: how they found your site (i.e. Google search, Instagram, etc)
- Mobile: how the user is viewing your site (this is important if your site is not mobile optimized!)
- Bounce rate: how quickly a user is staying on a page, a high bounce rate means they’re not finding what they want and leaving quickly.
Does this sound a little overwhelming? Don’t worry, I’ve got you covered. Click over to my contact page and let me know where you’re getting stuck. I love digging into insights and analyzing where we can improve – I also like starting from scratch. Either way, let’s talk and see how BW Concepts can take a task off your list and get your marketing rolling in the right direction.