When you think of your marketing strategy a couple of things probably come to mind such as content, copywriting, campaigns, SEO and so on.
Lurking in the background is the black sheep of the marketing family, analytics.
No one wants to talk about them, yet they’re arguably one of the most important components of monitoring performance and strategy.
Let’s be honest; it’s not always an exciting or alluring topic. In fact, analytics can be quite overwhelming.
Over 90% of inbound marketing strategies fall short without the support of sound analytics.
In this article, we’ll show you how anyone can use and understand analytics to increase their marketing success and drive profitability.
Analytics Are Objective
Simply put, analytics take out the guesswork. Stop making important, costly marketing decisions based on what you feel or think to be right.
Chances are, your decision-making is biased towards your own belief or behaviors which may not be quite so representative of your audience.
Analytics data is strictly objective. It tells you how to convert site behavior into marketing decisions. Check out four important measurables to be aware of.
Traffic analysis offers keen insight into who your audience is. With sites like Facebook or Twitter, business owners can learn where their audience comes from, their age, interests, profession and so on.
If you’re running a pay-per-click campaign, click-through-rate results can identify the most effective copy based on the amount of clicks you receive.
With a little tweaking and experimenting, you can discover exactly which copy attracts your audience to your ads and eventually your site.
Conversions are an indication of how well your site matches with the expectations of your site visitors.
In other words, if a prospect lands on your page and takes a desired action (purchase, newsletter sign-up, etc.), conversions are high, and your site meets their expectations.
On the other hand, if prospects land on your page and do not take any action, your site needs some reworking.
Keep in mind, just because traffic is high doesn’t mean conversions will be, as well. Conversions take a prospect from “just browsing” to “ready to purchase.”
Another consideration is the source of your traffic. Your site may be gathering a ton of traffic, but very little conversion and, yet your site content may not be to blame.
If you’re advertising in the wrong places, conversions will be low no matter how great your website is.
Traffic and conversions are helpful data, but they’re all hypotheticals leading up to the ultimate goal: sales.
The goal of all marketing campaigns is to sell and drive revenue. Tracking your sales per campaign will inform how you strategize subsequent campaigns.
Too many marketers make the mistake of tracking analytics only up to the point of conversions, thus wasting time, energy and money on campaigns that do not sell well and only produce “surface-level” results.
4. Ignorance Is Not Bliss
When it comes to analytics, the more you know, the better. That being said, it isn’t for everyone, and perhaps you’d prefer someone else to do the work for you.
We Can Help
That’s where we come in. Our variety of services and packages are suitable for all your marketing needs.
In fact, we’re offering a FREE Business Booster Call to discuss how we can help your business grow.