Digital marketing is an essential part of any business strategy. Nowadays, the rise of technology is vast, which allows us to incorporate various online techniques. Achieving goals is now also one step easier as the competition goes higher. Knowing your digital strategy is the key to making business management stress-free. A small business that is doing most or all of its business online needs to adopt a digital marketing strategy that helps online users see it.
As you go online, having an account or website might not be enough. What would you do with these if you don’t know how to manage them? Measuring, tracking, and analyzing your marketing data provide you with insights to evaluate your campaigns and improve their effectiveness. This allows you to properly map out your road to success.
In order for you to obtain this goal, make sure to utilize critical marketing analytics. This helps provide a complete view of your small business so that you can locate where and how your campaigns are succeeding. Furthermore, this action plan will help you refine and develop your marketing plan.
What’s Digital Marketing Analytics?
Digital marketing analytics is the analysis and evaluation of your marketing initiatives’ performance. Doing so will help you gain insights for better decision-making. Tools that gather these important marketing data assist in gathering information from various avenues to better understand consumer behavior. Additionally, digital marketing analysis improves said strategies and avoids wasting your resources.
The Difference Between Advertising and Marketing
According to CMS, marketing, and e-commerce expert, Jimmy Rodela, “Before mapping out your marketing analytics process, understand the difference between marketing and advertising so you can build your framework with clarity.” Learning the difference between the two will greatly help you identify the changes you need to make within your online processes, thus, making it more seamless and easier to execute.
The Blueprint by Motley Fool identifies each as such: advertising is specific to communicating your brand while marketing is a wider-reaching and more controlled process. Basically, advertising is the attempt to influence the buying behavior of customers. This is done through selling with the use of effective and persuasive messages. This allows your business to gain new customers. Marketing, on the other hand, is the whole process of enticing customers into noticing your brand. This involves the research, promotion, and selling of your products and/or services through any medium (e.g. social media, radio, paper, or TV).
Mapping Out Your Strategy: Digital Marketing Analytics to Focus On
Before anything else, take a look at your customers and identify their activities online; where they mostly spend their time. Doing so gives you an idea of who to target and what strategies you should arm yourself with. By laying out these simple data, you can avoid excessive budgets that might not give you the best results.
When discovering which tactics to use, do not be afraid to explore other measures. This extra step enables you to know which strategies are best for your small business. After doing so, go over the results to see which methods are the most effective with your target market. Some strategies can be difficult to measure, so The Balance Small Business shares this wonderful tip: “but be consistent with your method of measurement—one suggestion is to compare the company’s revenue during certain marketing efforts to the revenue generated while running other marketing campaigns.”
Here are the six (6) strategies you might want to focus on:
- Traffic source
- Page views
- Average session duration
- Bounce rate
- Exit rate
- Conversion rate
Let’s get to know how we can use these helpful data to improve your digital campaigns.
Optimize traffic to your small business by knowing which channels and campaigns your visitors are responding to. Getting to know the source of traffic will help you understand what your clients are interested in. This helps you save, too, since this data will help you to invest in traffic sources that provide effective results, and abandoning those that don’t.
Here are the major sources of traffic online:
- Direct visitors – these are the users who entered your URL into the search bar directly or bookmarked your site and returned.
- Social – this refers to the traffic from visitors who landed on your website from the content found on your social media profile.
- Organic search – these are the users who clicked on your link after you appeared from a search engine result.
- Referrals – refers to the visitors directed to your website when after clicking on a link from another site.
Page views data indicates the number of times users load your web pages and which pages attract the most attention. Although broad, this metric helps you plan out what content to create and how you can incorporate SEO (search engine optimization) to the website.
Once you determine which pages attract the most attention, The Blueprint by Motley Fool shares that you must “place your call-to-action, clickable links, and other content on your pages that get tons of views to increase your conversion and sales opportunities.” However, if the opposite happens, it is best that you strengthen your efforts on engagement or inbound marketing strategies. With this, you can direct traffic to your website.
Average Session Duration
Data from your average session duration tells you these important factors:
- If it is easy to navigate
- Users can immediately find what they are looking for on your website
- If the content length of your pages are worth viewing (not too long or short)
The better the user’s experience, the longer they will stay on your site, and the more likely they are to return.
This indicates the number of people who click away after viewing only one page on your website. It’s a great indicator of the effectiveness of your content, strategies, and campaigns.
An example is misdirecting your clients. For example, when advertising a product, users often expect to land on an informative page or landing. However, if you direct them to your website’s homepage instead of telling them more details about your product, then this might urge your visitor to exit your website.
This collection of data from your website allows you to comprehend why visitors are losing interest and leaving. This leads you to study and improve the content on the pages with the most exits.
Conversation rate is the percentage of visitors who act according to your goals, such as making a purchase or subscribing to your newsletter. With the use of digital marketing analytics, you can identify which of your marketing efforts are underperforming.
This metric also helps you evaluate which parts of your integrated marketing strategies are leaking leads and potential sales.
Find the One That Best Fits Your Small Business
Marketing expert Jimmy Rodela insists on “focusing on important metrics that allow you to extract actionable insights to improve your marketing strategies.”
With the right data in your weaponry, you can determine how your campaign will perform. This opens opportunities for you to improve your tactic as well as make necessary adjustments. Maintaining this will help you keep in track with consistent growth within your business.
What’s more, the help of online marketing experts will also lead you to where you want to go. At Proweaver, we provide digital marketing services with 15 years of experience. Our company knows how to guide your business to where it needs to be: at the top. We offer affordable, reliable, and fast digital solutions, such as SEO (search engine optimization), SMM (social media management), website maintenance, as well as web hosting.
If you’re interested in growing your small business online, Proweaver is the best partner to consider. Give us a call at +1 (800) 988-3769 today!