Who Cares About Your Website Traffic? Seriously, Here’s Takeaway From the Inbound Marketing Assessment
Measuring marketing effectiveness has always been challenging. Many business owners cite ?measurement, analysis and learning??as the biggest issue they face within their organizations.? Inbound marketing assessment via web analytics has given us an opportunity to understand how effective our efforts are by tracking traffic, bounce rate and more, but the focus of traditional analytics is more about technical performance, rather than marketing.
What?s needed is?a richer data set to truly understand the performance of any marketing campaign, something that traditional web analytics by itself can?t provide.
The answer? Say hello to marketing analytics!
Web analytics traditionally measure performance metrics like page load times, views per visit and time spent on your site.? While these are all valuable facts they won?t help you to grow your business.
Marketing analytics measure business metrics like traffic, leads, sales,?conversion rates, and what content or events are influencing visitors to act. While marketing analytics does include some website data, it also includes information from other sources like email, blogging and social media.
These measures are business related and ?people-centric,? focusing on the prospect, lead or customer and how they interact with your marketing outreach. In short, marketing analytics give you a better reading of your marketing?s effectiveness.
Marketing analytics helps you understand the individual elements of your campaigns such as social media vs. blogging vs. email marketing to determine your true ROI. ?Dig a little deeper and you can begin to see what?s working,? and what needs improvement in your marketing mix.
What Can Marketing Analytics Do For You?
In short, help you to grow your business beyond your website. Here are just three examples that outline the power of marketing analytics:
1. ?Understand The Effect of Each of Your Channels ? Looking at the numbers gives you a deeper understanding of what drives your customers to your website. What channels are producing, whether it?s your blog, your latest email campaign, or social media.
For example, let?s say you recently began an email campaign. Marketing analytics, allows you to?see how many people clicked through to your website and how many of those people converted. You can then look at your emails impact on social media. Did you gain followers for your Facebook page as a result of those emails? You can analyze and adjust your marketing mix to focus on what?s working.
2.?Gain “People-Centric” Data on Customer Lifecycle ? Marketing analytics allows you to look at how people interact and engage with your website. Which marketing channels drive engagement??What content is delivering leads and sales??This is information that can help you develop an effective lead nurturing strategy. You can also use this information to qualify ?sales ready? leads.
3.?Closed-Loop Data ? This is the big prize! Closed-loop data ties marketing activities directly to sales. It allows you to see exactly which marketing initiatives are driving leads to become sales and which channels are most effective.
You can clearly see how this data can grow your business by developing a deeper understanding of your customers and their actions.? It allows you to optimize your marketing, by determining what is offering value and, more importantly, what isn?t. This understanding allows you refine and improve your marketing efforts, immediately.
This is just a small sample of the power of marketing analytics! If you?d like to know more, start by taking our free Inbound Marketing Assessment. We?ll look at your website, give it a grade and offer insight on how you can improve your marketing efforts and grow your revenue!
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.