Google Analytics is an incredibly useful tool for business owners, and can help you craft up an extraordinary marketing strategy. Some people use Google Analytics just to see how well their marketing efforts are already performing. If you’re doing that, it’s a great start, but Google Analytics is a complex tool that can help you identify key opportunities for marketing better and growing your business.
Without knowing what to look for, you could spend hours searching around the platform and not get anywhere. At the same time, by not analyzing your website traffic, you’ll have no idea how well your current marketing strategy is doing or how to improve it. Utilizing Analytics can help you create more engaging content, determine which topics to focus on the most, identify elements of your strategy you should change or drop altogether, and make more informed decisions.
Don’t be blindsided; embrace Google Analytics and the support it offers your marketing strategy!
Crafting a Marketing Strategy
Get this: according to the Content Marketing Institute’s latest B2B Benchmarks, Budgets and Trends report, they found that only 30 percent of B2B marketers feel their organization is effective or very effective in its use of content marketing. Everyone in the business industry hears about how necessary content marketing is, but it seems as if many still aren’t utilizing it. Thirty four percent of those surveyed don’t even know what success for their business looks like. If you feel like your business falls into those buckets, it’s time to change things around, and fast.
While you may be reading and reporting analytics on a daily, weekly, or monthly basis, you’re going to be diving into the performance of something that’s already happened to construct your strategy. The way to do this is to look at Google Analytics’ reports: Audience, Acquisition, Behavior, and Conversion.
First things first, let’s look at your Audience Report. This report will let you know who exactly your audience is, if you didn’t know already, what their interests are, and how well they engage with the content you publish.
Social Media Examiner details what each section in the Audience report means, and what it’s used for:
- Overview—A top-level view of user metrics
- Demographics—The age and gender makeup of your website audience
- Interests—User behaviors segmented by affinity and marketing categories
- Geo—The languages and locations of your website audience
- Behavior—Comparisons of new and returning visitors, how often return visits occur and how long visitors spend on your site
- Technology—The browsers, operating systems, and networks of your website visitors
- Mobile—A breakdown of devices used to access your website
- Custom—Reports you define
- Users Flow—A visualization of how users move through your website
By digging into the Audience report, your business will know who exactly their customers are. Some of these stats might even be surprising or different than originally thought!
Many Google experts refer to the Acquisition Report as the most important one because it is absolutely necessary in planning your marketing strategy. In Google Analytics, the Acquisition Report helps you understand how users have reached your website – whether that be through social media, certain landing pages, your main website, etc. This report is also useful for determining what types of people are visiting your website and why they dropped by.
“For example, if you find that the majority of your users are finding your site through content you’ve syndicated on social media, you could double your content writing and syndication efforts to attract an even greater number of users,” explains Jason DeMers, contributor at Forbes Magazine.
The Behavior Report is another piece of the marketing strategy puzzle. Once you go into Google Analytics and run the Behavior report, you’ll be able to identify topics that engaged your audience the most. SEMRush, the world’s leading competitive research service for online marketing in SEO and IT, details other crucial components you’ll find in the Behavior Report and how you can improve upon your findings:
- Assess the top performing posts and see if you could update them (adding more images, stats, graphs, videos, or quotes).
- Improve internal linking by referencing other relevant, yet less popular content on the site from those top posts.
- Define the least popular content and try to assess the reason for its failure. You could also take this and update it so it becomes a success.
By assessing the report, you can start to develop a content strategy based off of your findings. You’ll find out what form of content performed the best, whether it be blogs, or if your audience prefers visuals like infographics or videos.
Why should you analyze a conversion report? The Conversion section shows you how a customer is going through your website from the time they first arrive all the way to making a purchase or inputting their information.
In this report, you’ll find key sections that help detail out what you’re stats are reporting. Social Media Examiner breaks them down for you:
- Goal Completions—The total number of conversions.
- Goal Value—Total Goal Value is the total value produced by goal conversions on your site. This value is calculated by multiplying the number of goal conversions by the value that you assigned to each goal.
- Goal Conversion Rate—The sum of all individual goal conversion rates.
- Total Abandonment Rate—The rate at which goals were abandoned. Defined as Total Abandoned Funnels divided by Total Goal Starts.
- Assisted Conversions—The number of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction.
- Assisted Conversion Value—The value of the conversions assisted by this channel.
Once you understand the terminology, you’re ready to dive into the report. Look at your stats and see how they compare to your other reports. The Conversion report will help you realize what’s working, and frankly, what’s not.
Utilizing Google Analytics Reports is necessary for constructing a solid marketing strategy. These reports will show you what you’re doing right, and what you can improve on. You’ll know what content your audience wants and what gets qualified leads to your site. If you want to have a successful strategy, you’ll no doubt need to consult these Google Analytic Reports.