These days, online marketing has become king across every industry. It’s often an easy and cost-effective way to get a good ROI and reach the maximum amount of potential clients possible. Unlike more traditional methods of marketing, online marketing campaigns can target people to a very specific level of detail – but is bringing more tech into your marketing always the best route to take?
In today’s blog, we’re going to cover why you should absolutely be making the most out of the (free) technology that’s available to you.
The Role of Google Analytics in Online Marketing
Google has long been the king of search engines. Over the years, they’re expanded their scope of services to support businesses and make sure their users get the best information possible.
Everything from Google My Business, Google Adwords, ratings and reviews, frequently updated algorithms, and Google Analytics allow users and businesses to interact in a win-win set up.
Google Analytics is a free tool that allows businesses to directly gather information about how people are interacting with their campaigns and website. The type of information that Google Analytics gives you is vast.
In the end, your marketing team will want to use the data gathered from Google Analytics and Tracking to better customize future campaigns.
What Information Google Analytics Can Give You
Google Analytics was built, as you can guess from its name, to allow business owners analyze how people are engaging with them online.
By simply setting up your account and attaching it to your website, you can begin to gather information that can help you strategically update your website and marketing campaigns.
Here’s a quick overview of some of the information Google Analytics gives business owners:
- How you acquire users (organic, direct, referral, social, other)
- What time of day users visit you
- Where are your users located
- What are your top devices
- What pages your users visit
- How active users are trending over time
- How well you retain users
- How you’re performing against your goals
- How your adwords campaigns are performing
And that’s just what’s available on the dashboard. Each section of Google Analytics breaks down into even more details – and you can further refine the data from there.
How Google Analytics and Tracking Impacts Your Marketing Campaigns
Knowledge is power – and it’ll help you better strategize your marketing campaigns to not only reach your audience, but to convert them into paying and returning customers.
Many business owners are surprised at what pages on their website actually get the most traffic. While some may think that “Services” page is going to be the selling point, Google Analytics can reveal that your “How We Work” is actually the number one page that leads people to click the “Register” button.
Once trends like this are revealed through Analytics, your team can further refine the overall marketing strategy. Maybe your ad campaigns will now directly funnel people to the “How We Work” page instead.
Google Analytics’ “Behavior Flow” can actually show you exactly how people are flowing through your website, which gives you a better indicator of which pages are most popular with your audience.
Improving Your Online Presence with the Right Information
No one likes to make an investment based on a guess or hunch. If you want data to back up any changes you want to make to your business’s online presence, let Google Analytics do the work for you.
Many websites are in need of an update, both in design and content. Find out what keywords you’re ranking most successfully for, which pages are popular, and then create a plan that allows your team to optimize based on this information.
Google Analytics now even has a “Demographics and Interests Report” that allows you to find out the age groups of your users. This may reveal some surprising information, such as your real audience ranging in age from 25-34 rather than 55-64. This shift would change the entire way you present your business online and what platforms you have active profiles on.
Making the Most of Your Online Marketing Campaigns with Google Analytics
By combining the powers of Google Adwords and Analytics to run your marketing campaigns, you can have a comprehensive view of who you should be targeting and how they are interacting with your business.
Any shift in your audience and its behavior should cause an update to your marketing plan if the trend continues. Or, similarly, you may find that an entirely new demographic should have a marketing campaign targeted toward them in addition to the regular campaigns you’re running.
No matter how you look at it, using Google Analytics and tracking tools can only benefit you. Thanks to this tool being free, businesses can enjoy the perks of having data pulled from the largest search engine in the world without breaking the budget.
The following article was brought to you by the experts at RepCheckup. Check out RepCheckup to grow your online review portfolio.
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