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Is Your Marketing Strategy Working?

December 10, 2012

Google Analytics: the key to understanding whether your marketing strategy is working.

So you’ve developed a social media presence for your small business – a fancy way of saying you’ve created a Facebook page for your business and are Tweeting and blogging like crazy. It’s producing results: traffic to your website is steadily growing. But you don’t know which aspects of your plan are pulling in the crowds and which aren’t – vital information for a small business if you want to keep up with your rivals in the hyper-competitive online market. That’s why you need to use and understand Google Analytics, a free tool that gives you a great insight into why potential customers click on your site and why they leave.

Setting up Google Analytics on your website is fairly straightforward. Here’s how to get started:

Install Google Analytics on your website

The first step is to create a Google Analytics account and install the code on your website. It won’t affect your site’s appearance, it will simply enable the program to start tracking traffic on your site or mobile app. If you want to monitor more than one site then you’ll need a unique code for each of them. Don’t worry, it’s easier than it sounds and Google will provide you with step-by-step instructions.

Identify the metrics

Once you’re up and running with Google Analytics you’ll find a world of information at your fingertips. “Visitors” provides an insight into the people coming to your site, from their city, state and country to how often they visit your site, to which browsers they use to get there. “Traffic Sources” allows you find out how visitors got to your site, including which social media sites send the most traffic to your website and the keyword searches that lead to your site.. “Content” will tell you which pages are most popular and how long users stay on your site. The list of metrics available goes on and on.

Analyze and monitor the data

Now that you have the data, you have to decide what to analyze. You can even customize the data. For example, you can track conversion rates and assign a dollar value to those conversions. You can even get real-time information on the success of a new promotion or whether your latest tweet or blog is helping drive traffic to your site.

Google Analytics can help answer your questions about what parts of your marketing strategy are working and what’s not. This will allow you to focus your resources on those aspects that are really paying off for you.