Google Analytics: Why You Need It As Your Marketing Sidekick

google analytics
Photo Credit: @amusesociety

For every yin, there’s always a yang. This balance in life is the same balance in your marketing strategy. For every quality piece of content you have, there will always be data behind it. From analyzing your audience to re-working your overall strategy, Google Analytics can help you decipher this data. Here are three reasons why you need it as your marketing sidekick:

 

To Track And Analyze Website Behavior

 

When people visit a store, it’s easy for the owner and managers to see what their customers are doing – which areas they’re most attracted to or which displays drive the most purchases – and what their thoughts are about the products. However, it can be a little more difficult to get this information when people are visiting your online store instead of your brick and mortar store. However, when you use Google Analytics, you’ll be able to track and analyze your website traffic to get a clearer picture of how your audience is interacting with your online business. You’ll be able to see information, like which pages they visited the most often, where they dropped off, and how long they stayed on a page. Knowing this type of data can help you determine where to focus your marketing efforts. If you notice that your home page’s bounce rate is very high, you may want to either reassess the demographic that you’re targeting or reevaluate your home page’s design and content.

 

To Explore Traffic Attribution

 

Knowing what your audience is doing on your website is just as important as knowing where they came from in the first place. This helps you figure out which areas of your strategy are strongest in driving web traffic and which areas need help. Whether your customers are coming from Facebook or paid search, Google Analytics will readily supply you with your audience’s point of origin. You can even dive deeper into each one of those and see separate analytics. For example, if you notice that your social media drove 60% of your web traffic last month, you’ll be able to investigate further and see how much traffic each channel drove, what the bounce rate was, how many new people saw your site from that channel, etc.

 

To Create Goals/Conversions

 

Every part of your marketing strategy has a purpose, but keeping track of specific, larger goals/conversions can help organize your analytics and keep your marketing vision clear. Say you’re the owner of a college and one of your goals is to collect e-mails from a landing page you created. By setting up this goal in GA, you’ll be able to easily analyze the information. You’ll be able to see how many times you accomplished the goal (i.e., number of e-mails you received) and exactly where that person came from to get to your landing page.

 

Always think of content and data as a team. You need both in order to have a successful marketing campaign. If you need help on the content side, try these three tips for improving your social media content!

 

Follow Ansley Vasconcellos:

Ansley brings an eye for design and a passion for storytelling to her work as a Content Editor at KWSM. She has a background in magazine journalism, and says her favorite social media channel is Instagram.