Use Data To Understand Your Marketing
You put lots of time into your marketing campaigns and the content that you create. You craft great copy, take great pictures and create graphics that pop and captivate your audience. You and your team spend time brainstorming ideas and editing your content, but how do you analyze campaign and content performance? Do you take time at the conclusion of your campaigns to breakdown data and determine if that campaign was a success?
A vital piece to the marketing puzzle is analyzing data and insights from campaigns. Data and insights tell the story of how your audience interacts with your content and helps determine the overall success of your campaigns towards business goals. In this article, we’ll take a look at some of the easy, built-in analytics tool you need to know about, how you can use data to measure success, and how you can develop trends in your campaigns that capitalize on high performing content types.
Analytics Tools You Need To Be Using
Almost every platform that use post content on has built-in analytics tools to help you gain insights and create content that people engage with. First, social platforms have tools that show how people view and engage with content, what types of content perform best, and how your audience is growing and trending. Each platforms tools might look a little different, but they all perform similarly. That means that once you understand what you’re looking for, it’s easy to track those data across all your social media.
Analytics tools on social show data about content, your audience, and monetization. Knowing how well your audience is engaging with your content is vital. Metrics such as Reach and Interactions can show how many people are seeing and then taking actions on your content. Reach is how many times people see your post. This could be on their feed, on an explore page, through hashtags, or by searching for it. Interactions is a count of likes, shares, and comments on your post. You can do a lot with this data when you have it (we’ll talk more about that later).
Next, your website can be connected to Google Analytics and Google Search Console. Both of these tools from Google provide insights into audience trends and behaviors on your website. Google Analytics is a powerful platform that can provide lots of insights into your website, mobile apps, Google Ad campaigns, and eCommerce store. Google Analytics provides data about Acquisition, Engagement, Monetization, and Retention. Knowing how people get to your website and what they do when they’re there can help you capture more leads and complete more sales!
Google Search Console is a tool that helps with SEO and helps you understand how people searching on Google find your business. Search Console gives you data into what searches your website appears for and can be useful when updating content and curating your website towards these searches to acquire more site traffic.
Figure out what’s important for your business to measure success
With all of this data, you can now look for trends around your content and your website. On social media you have evidence for which types of content receive the most engagement, when people interact with content the most, and which audience segments engage with your page most often. These insights can help you create more successful content in the future since you can personalize content and gear it towards what works best.
With Google Analytics, you can learn where website users come from and what pages they visit most often. With this info, you can create landing pages or create more effective Calls to Actions that get users where you want them to go. You can also keep on-page website content current with the best keyword searches and improve your SEO so more people on Google Search can find your website when they type in something relevant.
There are lots of data involved in analytics, so it’s easy to get overwhelmed. To avoid confusion, it’s a good idea to start with only a few data points that you think are most important for you. For example, start with simple metrics about your audience and increase complexity as your understanding for the data and each platform grows.