Why Google Analytics is a Must-Have Tool for Small Businesses in 2014
Posted by Resource Nation on January 3, 2014 in Internet Marketing, Marketing [ 0 Comments ]
Moving in the new year, small businesses around the country are likely clamoring to ready themselves for whatever challenges 2014 holds. And while it’s uncertain what those hurdles will be, Constant Contact, a marketing research firm, predicts small businesses will be using more big data to conquer them.
Several small businesses are already reaping the benefits that come from using big data in marketing and overall business strategies. According to Constant Contact, however, many organizations taking advantage of the information have yet to fully understand its complete value. In 2014, it seems as though that is likely to change.
Understanding Data With Google Analytics
The popularizing of the Internet has paved the way for a mass exodus of businesses, both big and small, to emigrate their operations into the ether. Of course, these organizations might still operate actual stores and outlets, but widespread advertising campaigns or expansion into additional markets is an advantage leveraged primarily by an adequate online presence – especially for smaller companies.
Being online, though, has also muddied the borders that used to define local marketplaces. Now if a person wants to buy a specific product or service, they’re not limited to the providers in their immediate area. If they don’t like their options, they can simply go online and look elsewhere. This increased competition has made interpreting data accurately immensely important, as understanding the effectiveness of your online presence is akin to attracting customers and staying viable. As it stands, there is no better service that’s more widely available to help companies interpret their data than Google Analytics:
There are several online applications available to assist businesses with understanding the effectiveness of their online presence, but none is as comprehensive and inexpensive as Google Analytics. For the impressive price tag of zero, a business can add the versatile tool to their marketing arsenal.
Divide and conquer is a tactic that dates back to the early Roman Empire, and before that according to some. It’s a bit intense in regard to small business, but in the simple sense of dividing a larger group so you can more easily handle it, it is certainly applicable.
A large audience is hard to market to. Segmenting who is visiting a company’s website, social media and so on, can help organizations tailor materials specific to those predetermined groups. Using Google Analytics, small businesses can analyze what keywords are driving traffic to their respective websites and how those individuals are then using the material. Are they going to make a purchase? Are they going to stay and take in a lot of information? Or are they going to make a brief stop and then say good-bye? Google Analytics allow companies to answer those questions for themselves and then restructure their keyword strategy to only drive the customers who are more likely to benefit the business.
Offline Insights, As Well
Being operated through Google, it would seem that their analytics application would be limited to measuring online efforts. However, clever marketing minds have discovered ways to use the service to gain an understanding of the effectiveness of offline campaigns, as well. For instance, assume a business has both television and print advertisements. Companies can set up URLs unique to each medium and then provide readers with those addresses. Using Google Analytics, small businesses can monitor how many people are going to each site, giving them usable data on both the TV and print materials.