How to Build a Digital Marketing Strategy Using Web Analytics
You’ve created an amazing website for your business. Now it’s time to refine your digital marketing strategy in order to measure how many customers are finding you, where they’re coming from, and how they’re using your site. Good analytics software will help deepen your understanding of your customers and give you critical tactical marketing advice. Here’s how it works.
1. Find out where your customers are coming from.
The sources of where your customers are coming from online provide you with basic marketing data. Analytics show you the various sources of your website traffic. Most programs differentiate between search engine traffic from Google or Bing and referral traffic that comes through a link from another site. For example, maybe you are getting a bunch of visitors from your LinkedIn profile. Take that information and launch a paid ad campaign. You can also create a free company page on the popular professional network if you don’t have the budget for advertising. Or perhaps you’re getting organic search engine traffic from Google for specific keywords. This data will inform your future content development efforts. Use analytics data to find where your customers are referred from. It’s an important step in prioritizing your marketing channels.
2. Analyze customer behavior and demographics.
A good analytics program informs your digital marketing strategy with information about customer behavior and demographics. Find out how potential customers are behaving when they access your site, such as how long they are spending on particular pages and how they are engaging with your content. You can also use your analytics program to determine basic demographic information about your customers, including location and what type of device they’re using. By understanding what content is most popular and your main geographic hotspots, you’re better able to target future campaigns.
3. Gauge the effectiveness of your marketing campaigns.
If you are testing out a new strategy such as email marketing or social media, a good analytics program will help you determine the effectiveness of your efforts. It will let you see what channels are generating the most traffic for your business and which of your campaigns is resulting in the highest customer conversion rates. This information impacts decisions about marketing spend and focuses your efforts on improving conversions.
4. Determine what changes you need to make to your site.
Chances are you probably think your website looks amazing, but your customers could feel differently. If your analytics program is showing that your site’s bounce rates are high and potential customers aren’t looking at your product pages, then something might be wrong. Bounce rate refers to customers who click through to your site but then leave immediately. Rates over 50 percent are cause for concern. Consider making some simple changes to your home page in order to get potential customers to take the desired action on your site. Take a closer look at your navigation menu, home page layout, and the clarity of your copy. Your home page should be clear and navigable, and analytics data will tell you if it is functioning optimally for your business.
If you are running a business website, you should have an analytics program installed on your site. The data you pull will serve as a key input for refining every aspect of your marketing efforts and ensuring that you’re getting the highest ROI.