Whether you’re content marketing, boosting a social media post, or using an automated sales funnel to drive traffic and conversions, you must track, measure, and monitor EVERYTHING.
Why? 90% of my clients don’t know a thing about their analytics. That’s because they are out in the world doing what they do best: speaking, training and making the world a better place. Which is exactly what they should be doing. In order for you, as a marketer, to do what you do best, use ANALYTICS to determine which of your marketing efforts are producing results and which ones are not.
Why do you need Marketing Analytics?
- Identify big-picture marketing trends
- Understand which marketing initiatives worked and why
- Maximize performance and optimize ROI (return on investment)
To see the complete picture (Analytics) you need to use the Marketing Metrics (the data points themselves). That’s the beauty of digital marketing – nearly everything can be measured.
There are plenty of tools out there, from Google Analytics that show you on page metrics for your website visitors, heat mapping tools to show what visitors are clicking on and how far they scroll (stay tuned for an article on this), to various marketing automation software that give you a very detailed picture of where your prospects came from (social media, text-in, email etc.).
Let’s talk about Google Analytics, a great resource to track and monitor results – plus, it’s FREE. These are the 3 major metrics you need to track:
For example, I wrote a blog for LightSpeed VT about Segmentation and how it’s the key to your marketing success. This blog post generated 6 demos over the weekend. Normally we spend between $75-300 for a qualified demo in ad-spend. We know these demos came from that article because of the data inside the analytics. Now, as marketers, we can slap each other some high-fives and go about our day since we did our job for literally zero in ad spend for this blog. But there is more to the story. The data will tell you the brutal facts about what is working and ultimately what is not.
The reality is that marketing and analytics are constantly changing. You need to identify how the market is responding to your efforts and adjust accordingly.
Your marketing analytics are like a mirror staring at you right in the face. Do you like what you see? Do you even know what you are looking at? Can you adapt and change your strategies? Whether you use an agency, a marketing guy or gal, or do it yourself, these are questions that need to be asked everyday.
Now go out and change the world! It needs your help.