Did you know that more than half of the “top” websites in the world use Google Analytics? It makes sense, doesn’t it? After all, checking in on your website’s daily statistics is important.
We all like to know how many page views we’re getting and where our traffic is coming from, right? At least, that would be the general consensus indicated by most of the people using Google Analytics.
But what if we told you that “daily statistics” is just the beginning? What if we told you that Analytics can play a much bigger role in your social strategy? And, what if we told you that measuring those factors could actually help magnify your social marketing efforts?
It’s true.
After a quick glance at Analytics, we know we can learn more about how many people are coming to our websites, and where they’ve come from once they arrive. That’s all beneficial, but what about the things that aren’t quite as obvious? What about the statistics we don’t know much about? That may be where the analytical “gold” is really hidden.
While it’s critical to pay attention to the higher numbers – and it makes sense to keep doing what seems to be working – it’s worth looking into the dark holes in your data, too.
For example, a queries report will show you what words you’re ranking for. If you’re not using the words and phrases that you’re ranking for, or if you’re not using them enough, it might be time to build new campaigns around those higher-ranking words and terms. This one little element could potentially open doors to entirely new business categories, so it’s worth taking a second (or third…) look.
A landing page report is another important indicator. This will tell you which of your website pages people are coming to – or landing on – most frequently. This is where your social media efforts really stand out. If you’re noticing that more people are coming from a particular social media venue, you need to determine why that is. Is it simply because you put more time and attention into that venue? Or, is it because your target audience is naturally attracted to that venue?
Once you determine why you’re getting more results from one social media venue or another, you need to decide whether or not to continue with those that aren’t producing results. Look very carefully at your data, and then analyze your social marketing strategies to see where the goals, shortcomings, and opportunities lie before making any major changes. You don’t want to keep using resources unproductively, but you also don’t want to shut down any channels that have unknown potential.
The same goes for the pages of your website. While it’s pretty clear that your most popular pages should be getting most of your attention, you also need to consider what’s happening with pages that don’t have much traffic. We’re talking about the pages that people are clicking through and/or bouncing from fairly quickly. If those pages aren’t bringing traffic in or helping retain traffic that comes to your site, then what is their purpose? Is it possible to update them so they provide more interest to your visitors? Or, can you use them to re-direct visitors to other beneficial areas of your site?
Social media is the “appetizer” that you serve to your customers, and your website is the “main course.” Analytics is like the “dessert,” if you will. Not only does it keep you informed, but it can also help direct you to new opportunities that you may not be aware of. More opportunities equate to more business, and more business is definitely the frosting on the cake!
We’ll be talking about specific analytical tools in our next article. Until then, we’d like to hear about your experiences with Google Analytics. Tell us about your “A-Ha!” moments and what your biggest surprises have been. We’d love to know what new opportunities have come from Analytics discoveries. And, of course, if Analytics has shown you more than you can handle yourself, we’d be happy to help!
