If visitors come to your website from an email, but no one is there to gather or review their actions, did it ever really happen? In other words (to be less existential), what’s the point of all your marketing if you’re not tracking how it works?
We’ve written blogs on how to write great content, how to use video to gather fans, how to keep Facebook up-to-date, and many more… but all of this content-creation and social media optimization is just a blind walk through the park until you take the time to track and measure your results. It’s essential that you track users, their actions and trends in order to update, understand and improve your marketing tactics. Otherwise, what’s the point of a digital marketing strategy?
At all times, in real time, you should be able to answer these questions and many more. And while that might seem overwhelming, there are myriad tools (most of them free from Google) that can help you track, measure and analyze all the rich data that is pouring in from your users.
Be on trend
What are folks searching online for these days? What are your potential clients interested in? In order to know how to write compelling content, you need to know the type of information people care about.
Google helps out here by keeping an eye on trends at trends.google.com. Use the Google Trends page to see what topics are trending in general, or search for specific terms related to your industry to see what people are searching for. This information can help you identify keywords to use in copy, topics for blogs and social media posts, wording for digital ads, and other ways to situate your business into popular topics and ensure your content connects with what people want.
Learn from your customers – and those who leave without buying
Google Analytics (analytics.google.com) is your one-stop shop to see all the data related to your website. This dashboard is rich in data about the audience using your website and what they do once they’re on your site. You can generate reports for various time segments to really dive into trends (did that last seasonal blog post attract more readers?), analyze website functionality (are people clicking your “contact page” quickly or bailing off the site before finding it?), and much more.
The O of SEO
You can’t optimize your search-engine results if you don’t know what those results are. The Google Search Console offers, according to their site, “tools and reports [that] help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results.” This is the Holy Grail of marketing information – what drives people to your site, and how can you attract more of them? Whether you’re using organic SEO or buying AdWords, you need to understand, learn from and maximize your search results to stand out in today’s marketplace.
More info, more problems
We know: all of this information can be quite overwhelming. While you can access all of this data yourself (and fall into a giant rabbit hole of stats, graphs and numbers), you may want to work with ALINE to help sort through what all this data means and – more importantly – what it means in terms of how you adjust to improve results. We’re ready to help businesses and organizations of all sizes sort through the data to mine the results that matter, and then make the changes necessary to constructively respond.
Ready to start tracking data, evaluate the results, and make educated, strategic adjustments? Call the ALINE team today.