In the digital marketplace, most businesses use a mix of pay-per-click (PPC) advertising, content marketing and social media postings. But, it's easy to fall into the trap of doing things because that's just how it's done instead of doing them because they are effective. If you don't know how your marketing efforts are affecting your business, you could be throwing your advertising dollars away!
Where to Get Analytics
Before you can start analyzing the information, you need to collect it. The most popular analytic tool is a free option from Google, Google Analytics. It's easy to install on your site and can give you information about how many people visit your site, how long they stay and how they find you. The free version will be enough for most businesses, at least to start.
Just as there are analytic tools for your site, there are other tools available you can use to measure your engagement on your social media outlets. Facebook Insights can tell you a lot about when people who have liked your page are online and what content they react to the best. Twitter gives similar information, as well as tips about what they have observed increasing retweets and click-throughs.
For your PPC advertising, you'll be able to get information once a campaign has run for at least a short period of time. Watch new campaigns carefully - it can be easy to burn through your entire budget without much benefit if you cast the net too wide.
Using Your New Knowledge
The knowledge that you get from studying your analytics tells you not only what to do, but what not to do. For instance, do you find that people who are served your ad after entering "free consultation" rarely seem to convert? Add that to your excluded keyword list. Do you get a lot more interaction when you post on your social networks on the weekends? Schedule Facebook posts and tweets so they show up when your audience is online.
Watch your results and hone your technique. Over time, you'll be able to direct your efforts in the most effective direction for your business. Focused efforts improve marketing ROI.
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