Digital marketing analytics have totally changed the face of marketing. An ad on a bench or in a local newspaper might work, but you can’t measure its success or tell who looked at the ad. Digital marketing not only gets your product in front of prospects, it should teach you more about your prospects because you can gather information about how the prospects interact with your marketing.
Read more learn about basic website analytics that allow you to learn about your website visitors as a group and advanced analytics that allow you to track individual people as they interact with your email marketing campaigns and your website.
Your website is the centerpiece of your digital marketing efforts.Your website is the centerpiece of your digital marketing efforts. You can use Google Analytics to gather information about your website visitors. Google Analytics is free, and is simple to set up. It can teach you a lot about your website visitors.
Google Analytics will show you all of the websites that have links that people clicked on to go to your website. This is valuable because these links can provide you with some context. If you are receiving traffic from a website for parents with new drivers, for instance, you’ll have a good idea what those visitors are like and be able to tailor your content for them.
Much of your traffic is likely to come from search engines. Google Analytics will show you what search terms visitors to your site used to find you. Like the inbound links, search terms will tell you a lot about your website visitors and what they were looking to find on your site.
Also, seeing what people search to find your site is important in starting a search engine optimization campaign. Putting yourself in the shoes of your prospects may be difficult because you already know all about your product. Seeing how people search for your site, though, gives you concrete information to help you learn how your prospects talk about your agency. This information can help you as you write website content and marketing emails.
Google Analytics will track how many hits every page on your site gets and how long visitors stay on each page. You may find that a page you had forgotten about is getting read a lot. If that’s the case, you will know it’s time to look at enhancing that page and adding more pages like it. Seeing which pages get lots of visits is another effective way of finding out what your prospects are interested in.
The difference between free analytics tools and advanced tools is the ability to track specific people, instead of gather data from your website visitors as a group.Free tools like Google Analytics are great, but they have their limitations. While it’s great to know about what your website visitors as a group are interested in, you cannot track specific people as they interact with your site. Advanced analytics tools, though, can track specific people as they use your site and interact with your digital marketing.
Consider this scenario: You send a marketing email to a prospect. That prospect is interested in buying car insurance from you, so he clicks on a link that takes him to a page on your site about car insurance. While he’s there, he downloads a PDF you have on the site that tells him more about his car insurance options. He then travels around your site reading up about your agency.
With advanced analytics tools, you could track that specific prospect along each step of the way and even get an automated email or text message alert to tell you he is probably interested in buying insurance from you. The difference between free analytics tools and advanced tools is the ability to track specific people, instead of gather data from your website visitors as a group.
If you are interested in learning more about how Agency Marketing Partner can help you leverage analytics in your digital marketing campaigns, fill out our contact form to schedule a consultation.