Analytics is a complicated field, but it's well worth it to just understand the basics. As a marketer, your clients want numbers, and you need to be able to get them -- and explain why they are up or down. As a small business owner you need to understand your numbers and analysis what works.
Here are 5 key areas that will help you expand your analytics skills.1. Search Engine Optimization
SEO is not complicated but it underlies all of your online marketing campaigns. It is essential for getting found online, and it impacts almost all your online marketing activities.
You should be taking full advantage of any marketing software you use, which should point you in the right direction for proper use of keywords and metadata. Moz and Kissmetrics are great resources to improving your SEO understanding.
You should read up on these topics:
- Duplicate content and how it affects your SEO scores
- How redirects impact your rankings
- Technical performance of websites
Google Analytics is an invaluable tool that everyone should be using to analyze traffic across all marketing platforms. Traffic is the most basic part of inbound marketing. Analyzing traffic helps you understand the customer experience and improve that experience. Use Google Analytics along with other tools to get a better understanding of your platforms performance.
You need to know:
- Where traffic is coming from
- How much traffic you are driving to your site per month and what your target growth rate is
- What you can do to drive more traffic
Social media should be a part of your marketing strategy. You need to understand how to use Twitter, Facebook, LinkedIn, and YouTube etc. as marketing platforms. Know each of their strengths and weaknesses, and how to analyze their results.
You should ask yourself:
- Who is your audience?
- What channels to post to?
- What are the best times to post?
In order to get the most out of your blogging you need to analyze each and every post. Analyze quality, subject matter, formatting and the blog posts’ performance on social media. You should know what appeals to your audience and draw organic interest. To understanding the analytics behind your blog, use the same tools suggested above for traffic and SEO.
Understand these key Blogging metrics:
- Indexed pages
- Inbound links
- Social shares
Generating more leads is a key goal of inbound marketing, but the ultimate goal is to convert leads to customers. Cross-referencing all of your analytics shows you how your traffic is coming in, and how you are nurturing leads along the buyer’s journey.
Keep track of the following:
- The level of commitment you need to make for each lead
- Visit-to-lead percentage
- Lead-to-Marketing Qualified Lead percentage
- Lead-to-Customer percentage
The key to analytics success is learning a few tools and being able to connect them together. Contact us if you need help or have any questions about analytics.