WHAT IS Measurement?
In the digital world, marketing looks like this: You have a website for content and sales. You’re posting on social media to establish brand awareness. You’re putting money behind online ads to drive traffic to your site and, hopefully, generate sales
But how do you know? How do you measure? What does all of your work and ad spending mean really?
Fortunately, Google Analytics offers powerful tools we can use to gauge the impact of your content with amazing precision.
You can visualize the results in one holistic report or separate it into dozens of finely tuned components, each with graphs and tables that show you exactly how your digital marketing efforts are growing, or hurting, your business.
Why is measurement important?
Hopefully, your site is already generating sales. But reporting is the only way to determine the return on your marketing investment. When we’re producing blogs posts about this or podcasts about that, or when we’re pushing a particular channel, analytics allow us to track every sale back to what led the customer to make it.
And we can learn just as much from the sales you lose. Where was the visitor when they clicked away from your site, and where did they go?
We’ll compile all your sales results into a report that shows what has the greatest success driving your sales — and not just your digital content. Leads, phone calls, form submissions, events, keywords on your site and in your emails. They may all contribute to moving a customer down the purchase funnel. Analytics let us track what led them to buy, then we reverse-engineer the process, focusing your efforts and maximizing your success.
Think about how valuable that is! You’ll make spending decisions based on the content that convinces people to buy. And you can be just as efficient with your time. If you host an event that takes a ton of planning, then track the people who attend and find out it didn’t generate sales, it was wasted effort.
But you don’t know what works unless you have the data around it. So if you’re investing, say, $100 per call, reporting will tell you that
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WILL HELP YOU
First, we’ll meet with you for an audit to determine where you are now. We use Google Analytics, but we can also look at any data you have. Are you tracking events on the website? Are you measuring against goals that may not actually be useful? We take a look at your data and clean it up to make it valid. The important thing is to set a baseline that we can measure improvement against.
The next step is to look at your site. What does it do? How do visitors engage with it? What might be making them click away? We deploy GA so we can track what they click when, and maybe even why. We’ll use that data to map your customer’s journey.
We combine that knowledge with your teams’ experience on the phone. What are the questions they get asked most often? What do people need the most help with? What are your customers most clueless about?
We’ll combine the results of the GA audit and your team’s input to improve your site. We want to identify what messaging and what part of the user experience drives revenue and then optimize your site to provide that on every page.
But that’s not the end. And you don’t want it to be. There are always more ways to use reporting to improve your efforts: A/B testing between the content of two banner ads to see which generates the best leads; testing different keywords in your content to choose