Online marketing tools have changed the game in relation to marketing by financial advisers. These tools offer a number of benefits; immediacy, better targeting, cost effectiveness and fantastic insights through the analytics available.
Most advisers are pretty clear about these advantages, however many still run online marketing campaigns without really leveraging the power of the analytics available. Now there’s no doubt that Google Analytics is a bit of a monster, there’s a huge amount of data available, to the point of it being a bit overwhelming! So here are some of the most useful measures available to you, to help you really maximise the potential of your online campaigns.
Some basic trends
The following measures can give you a good sense overall as to whether recent marketing activities are working or not, when you look at the trends over the period of the campaign and compare them to previous periods.
- Number of visits: This gives you a good sense of whether your activities are increasing traffic to the site or not. The number of page views is another measure of this.
- Number of visitors: Are your activities driving lots of visitors, or are the same people tending to return on multiple occasions.
- New v Returning Visitors: Are you attracting high numbers of new visitors to your site for the first time, or are you mainly only attracting existing users back? This might suggest your marketing efforts are not reaching new audiences and need to be reviewed.
- Pages per visit: Once people are landing on your site, are they having a good poke around (as you want them to do), or are they leaving quickly?
- Time spent on site: Similar to the last one – is your content actually engaging the user to spend time reading the content or are they leaving quickly?
- Bounce Rate: The big baddie… are people leaving the site from the page they entered without bothering to check out any other content?
- Number of views on devices: This is becoming more and more important. Where are people viewing your website and as the number of views increase on phones and tablets, how does you site appear on these devices?
Once you get a handle on these, you’ll start to get a sense of whether your efforts are moving in the right direction or not. And then you can start to get into some really useful analytics…
Where visitors are coming from
The acquisition section gives you great insights into the sources of your traffic. Are most people arriving directly by typing in your URL, is your website address memorable? Or are they searching for your site in Google and if so, what keywords are they searching for to end up on your site? Once you know the keywords that people are searching, you can make sure that they are included in your website content and in any blogs that you write.
If your traffic is coming from social media, you can drill down and see which channels are delivering traffic. Is it the post that you are sharing on LinkedIn or is it your Twitter feed that’s driving your traffic?
And then when they get there…
The Behaviour section in your analytics gives you great insights into what people are actually doing when they land on your site. Apart from some of the trends mentioned earlier, there are other really useful insights to be gained in this section.
You can identify which pages people are entering your site on. This will help you analyse the traction your blog posts are achieving (or not). You can also see which are the most frequently viewed pages; this will give you a sense of the areas of main interest to the readers. Of course when you then overlay the time spent on each page and from where people are exiting the site, you start to get a real sense of where content is strong and where it is weak. You can then ensure that you have crystal clear “Calls to Action” on these high performing pages, giving you the best chance of turning these readers into enquirers and hopefully customers!
You can then run the reports across multiple dimensions for some really useful insights – find out where your traffic is coming from and also where it is landing. This might demonstrate the success of your blog for example, and the channels through which people are finding your content.
You can also set goals for your site – for example how many people are signing up for your newsletter or are downloading your brochure, and keep track of your progress against these goals.
Check out the spikes
The spikes in activity, either in visitor numbers or page views can be very revealing. When you dig into these, you will usually find that a marketing activity or other event is behind these spikes. This can give you really useful direction for future marketing activities – a campaign that you are thinking of running, where to attract future traffic to the site or the type of content to be writing. At a minimum, it may well give you some confidence that your existing approach is the correct one!
These are just some of the insights that can be gained from Google Analytics. I’d suggest you go in and poke around; you’ll be amazed at the valuable information that can be gained!
Are there any other particular analytics that you find useful? If so, let us know through the comments below.