So you have a killer website that is live and ready to show off to the world. Now what? Ideally, you've got a marketing plan in place to start driving traffic to the website. That's when the real work begins.
Let's say, as an example: You've launched your site, and you have a social media campaign, a PPC campaign, and some digital ads in place to get clicks over to the website. How are you going to know if these marketing techniques are working? The answer lies in the numbers found in your analytics program.
At the end of each year, Google publishes their Year In Search, detailing some of the most prominent topics people searched for throughout the year. Hurricane Irma, the new iPhone, and celebrities like Matt Lauer and Meghan Markle topped the list for 2017. You can view the full list here.
What was most interesting to us were the consumer behavior insights that Google discovered amid these searches. According to Think With Google, Google’s research division, people were more curious, more demanding, and more impatient in 2017 than ever before. As we enter a new year, marketers and business owners would be wise to take note of these behaviors when it comes to connecting with customers on the web and social media.
We recently came across a stat that shocked us a little bit.
According to a marketing study, a whopping 84% of marketers indicated they could not measure and report on the contribution of their programs to the business. That's a whole lot of work and effort that is not being accounted for and a lot of vagueness in terms of tracking results.
At Addison Clark, an analytic mindset is one of the most important differentiators that sets us apart from other marketing agencies that offer the same services. Maybe it's because we're a bunch of data nerds, but at the end of the day we want hard numbers to measure the impact of our marketing efforts. Our tagline expresses it well: "Measurably different".
Get the most from your DataAcquisition, engagement, and outcome are important aspects of creating a marketing and public relations strategy for your company and your website. You have to begin with a plan, but once you obtain results, how do you know where to start with deciphering those analytics? Many people know that they can use Google Analytics to their advantage, but they don't know what they should be looking for. The goal of having a website is to engage customers and potential clients, right? You want to be able to drive a client to your website, but once they get there, what is going to compel them to stay? You can probably think of a few things that will drive you away from returning to a website, whether it is a flashy pop up, or an advertisement with loud music. There is nothing more annoying than a website that has 15 advertisements pop up before you even get to the homepage. If that's the case, I will most likely not be a returning visitor to that site. In gaining engagement, you have to consider the ideas, organization, and visual elements that make your customers feel like they can depend on your website for valuable information from a reliable source. Once you have a good visual aspect, and your site seems generally easy to navigate, you might want to start monitoring your site traffic in order to see where you can make improvements. Google metrics can seem a little confusing at first, but mashable.com has broken down the three main statistics: "The three key engagement metrics in Google Analytics are: