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So marketing is all about data. Like I love data because all you’re doing is testing. So data is what informs your testing. And that’s why analytics tools are so important because they give you that data, not to mention you can, you don’t know what’s working if you’re not tracking it. So like any element of your business, if you’re tracking sales, if you’re tracking where those sales are coming from, you should also be tracking your marketing efforts in your content efforts. So, making sure that you have your pulse on that data. I check the data every month, I do monthly reporting. So I go in and I track a number of metrics. Some standard metrics you might want to track is organic traffic to your site. That tells you whether or not the SEO work we’ve been talking about is actually working.
And because that we’re getting traffic should be increasing every month. If what you’re doing is effective. Traffic to your site in general, maybe from your social media pages. So you can see if they’re actually getting people from social media to your site, which is of course the ideal scenario. Leads from outside sources. That’s something you attract with, uh, analytics leads or sales, conversions, downloads. I like to also track time on site. So that tells you how long a single user is spending on your site and the longer they’re spending on your site, the better that’s going to look for you. Because again, that shows search engines that this must be good content because someone’s really spending a lot of time on there.
You want to be very aware of your data and very aware of what is happening.
And I like doing it on a monthly basis because you look back and start picking up on patterns. So you can start seeing, Oh, I did this and that resulted in this, or I didn’t do this and now I’m seeing the results of that. And I can watch that happen over the course of three months or six months. So being good about that is really important because you’re going to want to be able to look back as you continue to grow and build and create more content.
So there’s definitely no downfall to web analytics. You always want to be tracking, the downfalls is not tracking. So you don’t want to be getting the data and not doing anything with it. So, as I said, I track it each month, but then I analyze it to figure out what the second part of this is, which is qualitative data.
So making sure that you’re getting those qualitative insights, which are, “I see that this blog post is not, it was doing well and now it’s not doing well”. So that’s my analysis. And then from the analysis, you have to figure out the action. So what do I need to do to fix that? If I want to fix that, maybe it doesn’t matter. So just making sure that you’re bringing in quantitative and qualitative, because the numbers speak volumes and it’s critical to know that and to see that, but then you just don’t want to miss out on that other piece, which is “what does it actually mean and what do I have to do as a result of what I’m seeing”
Analytics are good for any element of your business, in any element of marketing.
So where to look at web analytics? So there’s a few things you can use tools like Google analytics that are going to show you what’s happening on your website. You can use your e-commerce tool. That’s going to give you some really great analytics about what sales are coming in, and you can track where they’re coming from. So let’s say from your various marketing efforts and then social media analytics, you can dive in a little further too, with each platform. They have their own analytics dashboard, Twitter, Instagram, Facebook. And so you can sort of go in there as well and bring all of that together into your one reporting sheet so you can get a full picture of what’s happening. So analytics is perfect for tracking sales tracking leads, tracking traffic, and just making sure that in general, you’re moving in a growth trajectory in general, you are improving on every front.
