Data that is collected for the purpose of using it to create campaigns that are going to generate convertible leads.
Business is a science. When a young adult enters into a business degree program at a college or university, they are working towards a Bachelor of Science degree. They are doing coursework in statistics, finance, marketing, economics, and other strictly structured scientifically-based subjects. The science of business requires the proper information in order for a business to be conducted in such a way that generates success and profits.
One of the areas where accurate information is necessary is on the internet. We are seeing this more, and more. Businesses today are actively present in the digital realm in the forms of a company website, a blog, social media accounts, and email lists. A business needs the right information from these mediums in order to create marketing and advertising campaigns that are going to generate convertible leads. They need information that is gathered through programs like Google Analytics in order to create these successful campaigns.
- What is Google Analytics?
Google Analytics is a data initiative, provided by Google, that allows companies and business owners to gather the data necessary to understand the traffic on their sites, and to convert that traffic. This data is gathered on a wide range of different topics like content performance, time on pages, overall site traffic, the geographic distribution of leads, keyword performance, and referrals. This program gives a marketer or business owner the data they need to understand what on their sites are working and what is not.
Here is an example of the type of information provided by Google Analytics.
This data is going to be some of the most valuable information that a marketer or business owner can collect concerning their digital marketing efforts. It is going to let them understand their customers in a way that was not possible before. An owner or marketer will be able to understand how the sites and accounts are being received by their potential leads and current customers. They will be able to gain an essential insight into how people are interacting with their various sites and accounts and how leads are being funneled to the company website.
- What to Do with The Data Collected from Google Analytics
It is one thing to gather this data and it is another thing to put it into action. The data collected is going to be the basis of how a marketer and/or business owner shapes, changes, or updates their digital campaigns. They are going to be able to filter out the campaigns that are just not performing, revise the ones that have potential, and grow the ones that are doing well. There is a process to this and it is based in science; establishing the proper database, predicting trends from that database, experimenting with that data, and implementing the strategies that produce results. You can all kinds of really amazing data with Google Analytics. Professionals are using it in creative ways in search engine optimization, lead gen, social media, and more.
“Data is essential for Search Engine Optimization, and it is often the difference between an SEO pricing plan valued at $5k / month, and the ones valued at $200 / month.”
Craig Lawson from ClickReady Marketing
Another professional in the digital marketing world, Dan Ray, has discussed how Google Analytics gives you more data as to track an effective digital campaign beyond just rankings.
“it’s like, you know, I’ll rank this keyword number one for you, and you’ll pay me when it hits number one. Not on the traffic that it drives. I disagree with both of these types, because you don’t get credit for sort of long-tail keywords, referrals, etcetera. Rankings for me, they’ve very, very important, but not as a metric themselves.”
- Establishing the Database
The first step in this process is to create a database of the information necessary to improve traffic and convertible leads. It is important to use the proper data, or it will be impossible to produce the desired results from a campaign. For example, if a company is looking to create a successful social media campaign, they are going to need the proper social media information to do so. They will need to compile a database of social media information like types of content garnering traffic, demographics of the leads that are interacting with the content, and what time of day leads are interacting with the content.
The data needs to be accurate, complete, and within the parameters that a marketer or owner establishes for the campaign. In plain terms, a company needs the right information to do the right job. In business, it never is a good idea to jump into a campaign without gathering the proper research to make sure that the efforts and money invested have a real ROI. This is, arguably, the most important part of the process because if the information is not correct going in, the proper actions cannot be formulated and taken.
- Educated Predictions
Once the data has been collected and databases are created, marketers and owners are able to make educated predictions concerning this data. The data can be scrutinized in order to predict possible trends and outcomes of a proposed campaign. For example, in sticking with a social media example, the data may show that leads are falling within a demographic of adults, ages 35-50, on Facebook, and they are interacting in the evening hours.
A marketer and owner can create a campaign that is going to be targeted to this demographic and that is going to be concentrated to circulating in the evening hours. It seems to be a simple idea, but without the right data, these predictions cannot be generated. These predictions are an important part of the process because they are going to be the bases for the next step, the experimentation. Although the data may seem obvious, a huge campaign shouldn’t be launched based on this thought. Experiments are important in making sure that campaigns are going to result in the desired goals.
For example, in my professional link building business, I have found going through client’s Google Analytics and other data sources can provide new creative ways to accelerate our link acquisition, and make business partnerships fruitful.
- Experimenting with Educated Predictions
Before a company jumps head first into a campaign, they are going to want to experiment with the predictions that they have formulated. They are going to want to make sure that the predictions they have made are true and are going to produce the results and ROI they are looking for. Let’s maintain the social media example here. Before they launch a huge campaign through Facebook, they are going to want to experiment with this prediction to make sure that they are on the right track.
On social media, these experiments can take many different forms. This can include customer surveys, reviews, experimental content, and ads. These experiments are going to garner the information that is going to let a business know whether their predictions are correct or if they need to be adjusted. This information is going to add a depth to the prior data collected that is going to be able to narrow down the equation for success. It may also lead to a conclusion that the predictions were off, and they need to be recalculated. Either way, these experiments are going to cost little money but derive a plethora of information that is going to allow for the creation of a successful campaign.
- Creating A Successful Campaign
All of the steps up to this point are for the purpose of data collection. This is the point when all the data is brought together in order to establish a campaign that is going to generate convertible leads. It may take multiple predictions, different experiments, and some trial and error in order to reach a point where the marketer or owner feels that they have what they need to create success.
The ultimate goal of any campaign is to drive traffic to the site that can be converted into real sales and profit. This is not a goal that is easily achieved, and it takes the information that a company collects from Google Analytics to move in the right direction for their various digital marketing campaigns. All of these steps are necessary in order to shape a campaign that does not waste the time or money of the company.
This process is used on every form and medium of a company’s digital marketing campaign. It is applied to the company’s website in order to make sure that the website is optimized to generating leads and profits. It is used for the blog to bring traffic in and funnel it to the company’s website. It is also used on the email marketing to see what types of emails are successful and what types are not.
Google Analytics is able to be used to generate a database on whatever medium or website that the company or marketer wants to collect data on. This data is gold to a marketer because when studied properly and collected in an effective way, it can be the basis of the campaign with serious ROI. It is a necessary tool for any company because a successful presence in the digital realm is necessary for overall success in our technologically dependent global business market.
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The HitTail Team