The internet has revolutionized the world in many ways, both good and bad. It’s had a seismic impact on how businesses and organizations market, advertise and sell themselves, their products and their services. You may think the internet is revolutionary just because it opens up an almost limitless number of people who could learn about your business, but that’s only the beginning. It also comes with revolutionary tools enabling you to know how many are exposed to your content and allow you to improve your message, the likes of which are impossible with traditional media.
If you advertise in a newspaper, you can get an idea of how many people get it delivered and how many buy it off the shelves, but you won’t know how many read your ad. With a radio or television ad you can get an idea of how many people will probably be tuned in when it runs, but you won’t know how many actually listened to it or watched it.
With your website you can have precise numbers as to how many people view it, when they viewed it, where they’re from, which parts they read, how long (on average) they’re on the website and particular pages, how they reached your website and what types of devices they use. This information allows you to experiment with and fine tune your website and its content. You get a better idea of what’s working and what’s not to better tell your story.
This marketing tool, right at your fingertips, allows you to see your website's strengths and weaknesses in real time. You can find out where people lose interest and what they want to know more about. This tool is called Google Analytics and you can sign up and use it for free. we are surprised by how many of our clients ignored google analytics before they met with us. many of them didn’t have it set.
Successful organizations aren't built on guesswork but rather data, numbers and information. They focus on what works, getting rid of what doesn’t work and what will provide the best return on investments of time, money and energy. Google Analytics helps you accomplish all of this with your website.
Google Analytics helps you understand,
- Who visits your site
- What they do when they're on it
- How much time they devote to visiting your website
- Which visitors are converting to customers
- Whether your site is mobile-friendly (which is important because more of us use the internet on mobile devices)
- What websites send traffic to your website
- What blog content your visitors like the most and the least
If you know where visitors are coming from you can see what marketing campaigns are and are not working. If you boosted an Instagram post and you saw a spike in traffic during that time frame and people bought what you’re pushing, you can get an idea how well it’s working. You could also run different marketing campaigns simultaneously (email blasts, Facebook posts, Instagram posts, Tweets, paid search listings) each with its own landing page and see, as it happens, how well each is working.
Don't be scared by Google Analytics. It gives you a lot of data that can be intimidating, but once you understand the data and how it shows what’s going on with your website and marketing efforts, it could make a real difference in your bottom line.
Like any other tool, you need instructions and training to get the most out of it. Our marketing team can help you navigate Google Analytics and use it to create the most effective marketing approaches to help your organization. Want to learn more about how Google Analytics can help your business reach out to more potential clients and customers? Call us at 267.364.5049 or fill out our contact form.