Google Analytics: The Right-Hand Man to the Modern Small Business Owner
Posted by Ashtyn Douglas on January 24, 2014 in Internet Marketing, Marketing [ 0 Comments ]
According to Merriam-Webster, a “right hand man” is defined as “a valuable assistant upon whom one is accustomed to rely on”. History has its famed sidekicks: the reliable Robin to the hero Batman, the loyal Goose to Pete “Mavericks” Mitchell, and corky Dwight Schrute to the passionate Micheal Scott. You get the idea. In each case, these prominent figures relied on their devoted right-hand sidekick to help them succeed and keep them strong. But today’s modern small business superstar doesn’t exactly lean on a person, but rather the powerhouse of big data.
From Superhero Assistant to Digital Sidekick
With the lightning-speed evolution of digital progress, the 21st century consumer depends on all things digital or mobile and has forced businesses of all shapes and sizes to migrate online at some level. Even brick-and-mortar establishments have set up shop on a website or on a combination social media platforms and have implemented various levels of an online marketing strategy. Creating high traffic virtual shop windows has allowed businesses to reach more consumers, enhance communications with loyal customers and has amplified their overall brand awareness. To keep customers in your virtual shop, you’ll need to send your right hand man in to do some heavy observing, tracking, and interpreting. And his name is Google Analytics.
What can Google Analytics do for a small business owner? This data analytics service will track the behavior of your online visitors on a number of levels and will present you with mass amounts of data. The great thing about this dependable platform is that it analyzes the appropriate data to help you focus on what really matters- giving you a holistic view of the wants and needs of your customers, along with insight into the specific areas of your site that might not be working for you. Here’s how your Google sidekick will help you kick ass:
Content Performance Tracking
According to the Content Marketing Institute, 90% of B2C marketers and 93% of B2B marketers are using content to drive sales and conversions. If you fall within this hefty chunk, it’s likely you’ll be adding content to your site- whether it be blogs, white papers, videos, or event updates. The point here is that with the additional content you’ll be creating and distributing, you’ll need to track the performance. With GA, you’ll be able to measure the performance of all produced content with visibility into page views, bounce rates, exit rates, referrer paths, and conversion rates.
Optimizing Onsite Engagement and Conversions
When you post a brand spanking new piece of content, look to Google Analytics to see if you received a spike in traffic. But don’t stop there. Just because you see more traffic to your site, actualized sales won’t automatically boost your bottom line. With its event tracking capabilities, Google Analytics allows you to see if people engaged with the new content by sharing via your social widgets, clicking on through to another page, or in the best case, making a final purchase. Tracking leads and sales are crucial for ROI measurement, so making sure this is regularly monitored is essential. For more information on event tracking, visit Google’s handy how-to guide.
Following the Referral Paths
Google Analytics will also show your visitor referral path- essentially the site where a visitor saw your inviting link, clicked, and arrived on one of your landing pages. This can be extremely helpful in deciding where you should develop relationships or invest more resources. For example, after taking a dive into your collected data, you might notice that you get more visits, engagement or conversions from your Facebook fans than from your LinkedIn followers. This tidbit may prompt you to really optimize your Facebook page and formulate ways to get these fans one step closer to making a purchase. On the flip side, this could also mean you might need to rethink your LinkedIn strategy by revamping the way you communicate and deliver your pieces of. Or let’s say you notice your email newsletter results in a higher conversion rate than any other traffic source. In this case you might want to reallocate budget from your poorer converting traffic sources to your email marketing department.