The introduction of social media changed the perception of
marketing across the world. It has given brands the power to position
themselves boldly in the minds of the audience through witty and engaging
content. This idea of platforms that support free-to-post and creatively
liberating content has created a niche for itself. It is known as digital
marketing. Digital Marketing not only encompasses social media but any form of
online content published on a digital medium. Since brands have understood its
importance, they approach digital marketing companies, who offer them
different types of services. One of them is using analytics to measure how the
company is performing digitally.
Analytics uses several metrics to gauge that. These metrics
usually differ from platform to platform. However, the most popular platform
among marketers is Google Analytics. It has become their go-to tool to review
the performance of digital marketing agency. From analyzing website traffic
to counting social media impressions, Google Analytics gives valuable insights
from the data it examines. However, you may feel lost with Google Analytics if
you don’t know which tools are beneficial for you. The question then arises –
how to optimally use Google Analytics to boost marketing efforts? Let’s answer
it step-by-step.
Traffic channels
The first information brands need to measure is their user
interaction online. How much traffic does your website get in a day? Where do
these users come from? What is the purpose behind their visit? These questions
can be answered by utilizing tools such as Google Analytics. Here are a few
parameters you should look at:
Organic – If your website can organically generate a
lot of traffic, it means that your website’s search engine results pages (SERP)
rank is high. It indicates that your SEO strategy has come to fruition.
Social media – Strategic social media posts can
redirect traffic to your website. The higher your social media following, the
more traffic you redirect.
Email – Generating traffic from the embedded links in
an email is a standard tool for marketers. It also serves the purpose of
generating leads.
Paid search – This is useful in tracking PPC campaigns,
whose purpose is to direct traffic to the website, as well as generate leads.
You can link your AdWord campaign in Google Analytics through the acquisition
tab.
Referral – When a user clicks on a link to your website
on another site, it refers to referral traffic.
You can find these options in the acquisition channels
report.
Site Content
Upon visiting your website, users will go through several
pages like the services page, product page, etc. The purpose of visiting these
pages will differ from user to user. With the help of Google Analytics, you can
measure how long these users stay on a particular page, or how many more pages
they navigate. This helps you analyze how the content on your site is
performing, which is vital if you want your website to be on the top of Google
search results. The analysis is done by looking at different types of pages.
Let’s take a look at them.
Home page – Landing page gives you an idea about the
conversion rate of the website. It is because this page acts as a starting
point for the user to navigate different pages. If the user completes the
expected journey, the page where the journey started is accredited with
converting the user. It, therefore, gives the impression of how important it is
for the user to like the website’s landing page so that it makes for pleasant
user experience.
Exit page – Exit page is where the user leaves the
website. It could be because they finished their conversion or were done
navigating the website. Google Analytics helps you to track and analyze your
user’s journey.
All pages – All pages provide data about pages that
were viewed on what date and for how long. You can access the data for a week,
month or year. This helps you figure out which pages on your website receive
the most traffic.
The metrics used to analyze these types of pages are:
Pageviews – Calculates each session on a particular
page.
Entrances – The entry points to your website.
Bounce Rate – The rate at which users leave you the website immediately after visiting the home page.
Page Value – Calculates the money generated through
pageviews.
Monitoring your audience
Google Analytics helps you monitor your audience by tracking
your website’s users over a week, month or year. These users are segregated to
specific cohorts (a group of people) based on characteristics and interests. It
helps you isolate them and analyze their behavior. The behavior could be
either an interest in the service or purchase of a product. It thus enables you to
identify the benefits of your user and create your marketing strategy
accordingly.
The market strategy should be designed with a key
demographic in mind. Knowing the demographic helps with curating the right
content. For example, if one of your products or services is very popular among
a particular demographic range, you effectively advertise that service or
product to the target audience. This is one way Google Analytics helps you
create a detailed marketing strategy.
There you have it – the tools in Google Analytics that will
help your digital marketing campaign. If you seek professional help with
regards to this, look no further than SRV media, one of the finest digital marketing companies in India. Our result-oriented team is experienced in
creating marketing strategies that will not only improve your digital presence
but also bolster your brand awareness.
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