The most successful marketing initiatives are thoughtful, highly strategic and put a deliberate focus on your number one marketing tool: your website. But it’s not enough to set it and forget it, because successful marketing plans are also cyclical and require regular upkeep.
From start to finish, the marketing cycle includes:
- Setting goals
- Developing your strategy
- Executing on that strategy
- Measuring results
- Adjusting your strategy
In order to continuously improve your marketing campaigns and tactics, regularly monitoring your efforts and understanding how to analyze the resulting data is crucial.
When it comes to your website specifically, there are a variety of goals you can set to drive more traffic to your business’s site, and Google Analytics is the preferred tool for measuring the performance of your site relative to those goals – whether they’re related to a particular campaign, or a more overarching, long-term goal.
Google Analytics can help you build a complete picture of your website’s visitors and how they utilize the functionality of the site. Are you reaching the market you intended to reach? Are your visitors who you thought they were? The data collected by Google Analytics can tell you a lot about your audience, including:
- Where they’re from
- How old they are
- Their gender
- What pages they most frequently visit
- How long they stay on your site
- What they do while they’re there
All of these data points provide you with a tremendous wealth of knowledge to help you determine whether your current marketing initiatives are headed in the right direction, or whether you may need to refocus. Not only does it give you some insight into the health and wellbeing of your website itself, it also gives you real, measurable information about your audience and how to target them even more acutely as you continue to move forward with your campaigns.
Through our Google Analytics training services at Paradigm, we can guide you in finding the metrics that matter most to your business, and we’ll help you adjust your marketing strategies to improve your campaign performance.
When you choose us as your Google Analytics coach, your training can take place virtually or in person, and we will provide you with a comprehensive understanding of how to discover, save and analyze your website metrics. Learn more about our Google Analytics training packages and how we can help you get the most out of your website’s data.