So you start posting a blog once a week, you drive people to it via social media, you maybe put a link to your blog in your email signature, and eventually you notice that you’ve built the number of visitors to your website up by a substantial amount. Kudos! Now you look a little deeper at your analytics and you realize that every time you posted a blog about how you solved a unique customer problem, your statistics improved: you got more visitors, they stayed longer on your site, and they browsed more pages.
What else can you do with that?
First of all, why not write more blogs about customer problem-solving? People are obviously interested in the topic, so you want to capitalize on it. You could write a five-post series on the top five most common problems your company solves for your customers and, once that’s done, turn the series into a white paper that people can download in exchange for their email address (so you can build your email marketing list). You could call your white paper “The Five Most Expensive Problems in ____________ (“X” area)…and How to Solve Them.” You could include an offer in your white paper for a free consultation or some sort of marketing incentive to encourage people to continue their conversation with you.
And you would want to measure the responses you get on all fronts.
Analytics and Acquisition
In looking at your analytics maybe you realize that hardly any people are coming to your website as a result of an organic search. An organic search is when a potential customer goes looking for something they need online and in so doing they type a search term into their search engine window. They will get hundreds of thousands, if not millions, of results. The websites listed in the first couple of pages are the ones they are most likely to visit. If you have not invested much time, energy or money in your search engine optimization strategy (SEO), your website will not show up in those first few pages and people will not know about what you have to offer.
It’s great to have a pretty website. It’s even better if people can find it, visit it and feel motivated after visiting it to start a conversation with you that might lead to a sale.
Many business owners I speak with are content with a website that they feel represents them reasonably well and there is certainly some merit in that very piece. But if your competition has gone the extra mile and is showing up on Page One of the search engine results pages, and you are not, then you are obviously not capitalizing on the opportunity that exists for you. And your analytics will tell you if there is room for improvement in this area.
Suffice to say that you can get ample information from your Analytics data to determine how well your optimization efforts are going. If you see from your Analytics that most of the visitors to your website are coming direct, i.e. by typing your url into a web browser, but hardly anyone is coming via an organic search, then you know you have some work to do.
If 65% of your visits are directed to you by organic search, but they have a high bounce rate, then you should probably do some fine tuning to determine why they’re leaving so quickly. It’s all information and the possibility for improving is always there.
There is an awful lot more in Google Analytics that can be helpful and we’ve really just scratched the surface here. But it really is important and it’s an amazing tool for improving your online marketing.
If you’d like some help with your Google Analytics information, why not get in touch? My team and I are standing by to provide assistance on this and any other content marketing challenges you might be facing,