Remember when print media was king and businesses were relegated to the level of serfdom, throwing money at marketing with no clear indication of who was seeing their ads and what those dollars were actually achieving?
Thankfully those days are a thing of the past and it’s a brave new world in the world of marketing. Today, we can easily track exactly what is happening with our most important marketing tool, our website.
If you’re not using Google Analytics, you need to be. Analytics’ easy to use format gives it a sleek and efficient user experience, and is relatively easy to figure out, even if you aren’t a tech whiz.
Unlike website stats, Analytics offers a deeper look at what is happening on your website beyond simply counting page visits.
Analytics can tell you how many people have visited your site, which pages they visited, and what actions they took. Analytics can help manage SEO campaigns, provide you with a big picture view of how people are interacting with your social channels, and what is working and not working when it comes to your marketing efforts.
Looking for page visits? Look at Behaviour Flow. Wondering how your visitors are reaching your page? Check Acquisitions. Wanting to know where your audience is from? Look to Audience. And if you’re stumped about how to do something on Analytics, chances are good the answer is available online (thank-you, Google). Read on to learn more about why adding Analytics to your marketing should be your Christmas present to yourself (and your business).
- It’s free and easy to use
Such a powerful marketing tool must cost a fortune, right? Wrong! Analytics is free to use, and is easy to set up. Even for novices, Analytics can be set up with just a few simple steps and you can start gleaning data almost immediately.
- Tells you where your market is
Analytics can provide detailed reports of where visitors are geographically when they access your site. This can be of use in targeting online advertising campaigns and particularly social media campaigns.
- Tracks advertising campaigns
Analytics will tell you exactly how an advertising campaign has performed, by providing stats for website visits from referrers, social media campaigns, email campaigns, and more. You no longer need to throw money away and tell yourself your investment has been worthwhile, now you can know all the dirty details.
- Generates reports
You will probably become addicted to the reporting function on Analytics. Your reports can be as complex or as simple as you would like to see, and will help make sure you are on track with your marketing goals (yes, you can report on your goals, too!). Using reports, you can compare time periods to see how your stats differ by seasons or by year, or in response to the launch of advertising campaigns. Basically if there’s something you would like to know about your website, there is a report that will inform you.
- Evaluates your content
Wondering what’s happening with your blog posts and if it’s worth the time to write them? With Analytics you can track how visitors reached your post, and what action they took from there. You can also see which posts received the most traffic, which can provide insight into what content your customer base is engaging with the most, so you can create more of that content.
Convinced you need Google Analytics? Eager to get started? Read this article from Google for easy to understand, step by step instructions on setting up Analytics on your website.
OHTO’s Marketing Manager