Sometimes all you need is a fresh perspective to finally make headway on an aspect of marketing that you’ve always found to be challenging.
By keeping a broad perspective, and using multiple filters and different tools, it’s possible to do metrics more easily and consistently throughout the new year.
Reviewing and comparing analytics across all marketing channels helps you to make better informed decisions.
2023 is another chance to “do” data well. Here at TTG, we encourage you to make a habit not just of looking at the metrics but really thinking critically about them. Think about how they can be used to further improve your marketing going forward. Here are the types of things you should be looking for to make sense of your metrics and start taking specific actions in response to it.
Analyze Data Using a Different Filter
If you tend to use the same filter or filters when reviewing your metrics, try some different ones. For instance, perhaps you tend to focus on overall website visits or visits by device. Try reviewing website data by source or medium. You might discover that overall traffic is up but traffic from social media is down significantly. This observation might get you thinking about how you used to tag products in your Facebook and Instagram posts, or include links in stories, but you haven’t been doing that lately (and need to start doing this again).
Compare Year Over Year Data
Perhaps traffic is down in January compared to December. Don’t lose sight of “big picture” results, however. See how January compares to the same time frame for the previous year. Seasonality plays a big part in data trends — and you want to make sure that you’re comparing apples to apples. (Market trends can also play a role in the marketing trends you’re seeing when you sit down and analyze your metrics.)
Drill Deeper into Your Data
Take things one step further by examining the landing pages for a particular source. Do you see any trends? For example, maybe you notice that conversions are high on a landing page. See what’s different about that page. Is the web form higher up on that page than others? Maybe the call to action is more prominent? Try replicating this format for your other landing pages. Or take another scenario: the bounce rate is particularly high for one landing page. Consider changing that page on your campaign and see if the page gets a higher engagement rate.
Consider Data from Multiple Sources
Avoid having tunnel vision when it comes to reviewing your metrics. Make sure that you’re considering data from multiple sources, so you get an accurate context for the data you’re analyzing. Say you’re reviewing Google Analytics and see a big spike in traffic to your website from Instagram on a particular day. Check this against your Instagram insights to see what content got the most reach and button clicks on your site — then incorporate more of that type of content into your social plan going forward.
Another thing to consider is the traffic to your website from Google Organic vs. the Traffic to your Google Business page. Perhaps you notice that web traffic from organic is down, but traffic to your Google Business profile is up (along with calls, messages, and/or direction requests). This means that your marketing is working — and users are getting the information they need from your Google profile instead of your website. So, they’re bypassing your website as a result.
Use Google Analytics 4 for Customer Journey Insights
Every customer is unique in how they arrive at your website, how they navigate it, and how long they stay on it. Google has a fantastic tool for determining your customers’ journeys through your site: Google Analytics 4. You can use it to find out what pages, besides the home page, are the most popular entry points for your customers. It can also highlight where customers tend to drop off when navigating your site, whether it’s when they achieve their goal or if it’s because they couldn’t find what they needed.
Translate Insights into Action
After you review and understand your business’s metrics, it’s important to outline the actions you will take in response to this data. Insight is nothing without actions.
Make modest shifts and monitor the outcomes of the shifts. You might be surprised at how much your business will grow just from this one simple habit of grasping your metrics, then adjusting your marketing strategy accordingly.
Support for Your Metrics Journey
Still daunted by your business’s data and how to tweak your marketing strategy in response to it? Call in the pros at Technology Therapy® Group. We’re here to make marketing easier and make running your business less stressful and more fun. And check out the following on-demand training sessions to further grow your data and social engagement know-how.