How to analyse your web analytics and drive marketing performance
At first glance, web analytics can look confusing. Yet, the thing about them is they are absolutely crucial in understanding how your company website is doing, and all of the social media platforms you have accounts for. Social Media is integral for any modern company to be part of, and its what will most likely get you the most traction on the internet. Analysing your analytics week by week is incredibly beneficial to find out what direction you should take your social media and web presence in.
We’ve been looking closely at our own analytics recently and thought we’d share our findings and experiences with you, so you can analyse your data to help improve your company’s web traction.
Step 1) Set up your sites and trackers
You’ll probably already be on Facebook, Twitter and LinkedIn for example. To get the most out of social media, we’d recommend getting your company on Instagram and YouTube too, some of our favourites! Its also key to make sure your company is on Google My Business. It’s a free service that allows you to have a quick and easy to read page full of your company’s details, reviews and work that Google compiles for you. When you have all your social media sites set up, have Google Analytics set up to your website. Analytics is what you’ll use most of all to track website traction, it essentially gives you the who, what, when and where of those that are visiting your site. But we’ll get into that later!
Step 2) Create a Spreadsheet
You’ll need an easy to navigate place to keep all of your data and findings, and we couldn’t suggest anything better than a good old spreadsheet. The best way to do this is to list all of your platforms going across, with subheadings underneath including follower count, audience engagement and so on. Down the side, list your analysis dates, week by week. This will make your life a lot easier. Having something easy to read and that allows you to compare data with previous weeks quickly will be ever so helpful.
Step 3) Using Google Analytics
As we mentioned, looking at your analytics may look overwhelming at first. However, once you get into the swing of things, it’ll become second nature to you. The main page will tell you all the information needed to understand how your website has done over a matter of days, weeks and months. It’s all customisable to you, which makes reading your data easier. The best thing about analytics is that it will tell you everything. What kind of device a user visited your site on, what their interests are – you may not need all this information but the fact it is so in depth will really give you the tools you’ll need to manage how your site is doing.
Step 4) Reading your data
Once you have all your data together, its now time to analyse it. Looking at an Instagram post for example, say you’ve posted an image of a new piece of technology for the office. You may have 20 likes on this post, with a few new followers when you come to read the data. How well has your post done in comparison to your last couple, or to ones you’ve had in the past that have a similar subject matter? Are any of your new followers people who may have liked your post? What kinds of hashtags have you used? All of these things should be recorded! If you’re looking at the analytics for your website, you can go more in depth. Let’s say you’ve posted a piece of content to your site and want to see how it’s doing. You can find out how many users have visited the URL for that content, how long they were on the page and then you can find out if their interests match the subject of the content. The more in depth you go, the better the results may be.
Step 5) Utilising your data for the future
When all your data has been recorded, you can now plan out how you can enhance your marketing. In the Instagram example post, the spike in engagement may inspire you to post more content to do with technology, or new additions to your office. You can also experiment with different hashtags to see what works for you. This can be applied to all of your platforms. See what is working best for you, and apply this to what you do in the future. Of course, don’t forget about other content. With enough experience and knowledge of how your content is doing you can apply this to alternative marketing. When you know what is doing well, integrate this with your SEO. Using keywords that will attract your audience to your content in YouTube for example is all that stands between you and plenty of traction. The title is vital!
It’s all about growth and how you can adapt your marketing approach. Whether you’re a new starting company or have been doing what you do for some time, using your analytics to their full potential can really help you figure out where to take your marketing.
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