With the wealth of tools available these days, even the least tech-savvy business owner can create a website with basic information about their company. However, simply having a website doesn’t result in an effective web presence. You need to tailor your content to attract your key customer base, and commit to revising and refining it frequently.
The good news is that you don’t have to guess at how to go about this. There are tools available to help you analyze how well your online marketing efforts are working.
Google Analytics is an extremely powerful tool for companies of all sizes. Your website manager can simply embed a short piece of code in your site and Google will gather information on your visitors and analyze it in a way that’s useful to you. You’ll learn about your visitors’ ages, locations, how they found your site, the amount of time they spent reading your content, how many pages they viewed, and other helpful information. No more guessing who is visiting your website—you’ll know beyond a doubt whether you’re reaching people the way you intend to.
What to do with your analytics information
As with all marketing strategies, adding an analytics tool is not a “set it and forget it” option. You’ll need to check in regularly to see how well your efforts are paying off and make changes if necessary.
The Acquisition section of Google Analytics is a great place to start. You’ll find information about how people are finding your website, whether it’s through web searches, social media, or direct referrals. And you’ll finally have answers to key questions. How effective are your Facebook posts? Are your SEO strategies working? Are other websites linking to yours?
To get even more out of this information, compare it to what you see in the Behavior section within Google Analytics. How much time are visitors spending on your site? How many pages do they visit before they leave? Are they following your internal links?
Putting all of this information together will give you a better idea of how well your website is working so you can effectively refine and improve it. As important as this is, however, it’s just one piece of the puzzle. Combine it with the rest of your market research for a complete picture of the results of your marketing strategies.
Social media analytics tools
Google Analytics is a great resource, but it certainly isn’t the only one. Facebook, LinkedIn, and even Instagram all have analytics tools as well. These are great for keeping track of key performance indicators (KPIs) such as comments, conversations, likes, and shares on your social media accounts. Users may not always click through to your website when you post a link, but that doesn’t mean that haven’t engaged in other ways. Keep a sharp eye on all your platforms so you don’t miss out on valuable information.
Call Pearl Brands for expert analysis
Online analytics is just one of the many tools in the Pearl Brands toolbox. If you’re not sure how well your marketing strategies are performing, give us a call at 239.313.6059 or send a message through our website for expert marketing consultation.