After a few hours of scheduling social media posts (need ideas?) across all your different platforms, do you find yourself wondering “Is anybody even reading these?”
The answer is YES! But if you want more than that, you’re going to have to learn a thing or two about Google Analytics.
If you’re not naturally a “data person”, the onslaught of numbers and analytical information can be overwhelming and difficult to digest. But we promise it’s worth going through the learning curve to figure it out.
Carrying out a consistent, effective content marketing strategy takes a ton of time and energy, but the most important aspect of digital strategy is adapting it to what works, and changing what isn’t working. Work smarter, not harder we say! Without measuring thee effectiveness of your marketing efforts, there’s no way to know whether you’re actually driving new customers to your website or if you need to move on to other marketing tactics. Enter our guide for Google Analytics tips!
If you’ve been meaning to make better use of Google’s analytics tools for your B2B company, but just haven’t known where to start, here are four quick and easy tips to prove that Google Analytics can be learned by anyone, and can greatly benefit your small business!
1) Get to Know Your Audience
Under the “Audience” tab, Google Analytics tells you almost everything you could possibly want to know about who is viewing your content and visiting your site: age, gender, location, language…even what browser and operating system they are using.
If the analytics indicate that your current website audience doesn’t match your target decision maker, that’s a strong indication of a problem with your content marketing strategy. Consider how you might adjust your web content and social presence to cater to the business decision makers you need.
2) Focus On Average Session Duration Over Bounce Rate
Anyone who’s been through Google’s basic analytics tutorial knows to monitor their website’s bounce rate. But while this figure does tell you a thing or two about your audience’s first impression of your site, it doesn’t tell the whole story.
More significant is the average time users are spending on your site. That figure will tell you how engaging your site is to those who really mean to be there.
You’ll see your average session duration on the main page of your Google Analytics portal. If it seems low, try adding more content to your landing pages. A good rule of thumb is to include at least 300 words of content per page.
3) Monitor Your Social Media Referrals
Not all social media channels are created equal, especially when it comes to B2B marketing. And as it turns out, all social media metrics aren’t created equal, either.
While the majority of social metrics focus on such variables as follows, retweets, and shares, none of that actually tells you which social channels are effectively driving traffic to your site.
Our top Google Analytics tip is to monitor which social networks, posts, and connections are the most effective at driving traffic to your website—this is best indication of how prospects are moving down your sales funnel.
To monitor social referrals in Google Analytics, go to your “Acquisitions” section and select Social>Overview. This will give you a high-level breakdown of your web traffic from various social channels.
4) Identify Your Most Effective Content
Perhaps the most powerful of all Google Analytics tips us ti utilize the tabs in the “Behavior” section, where you can monitor which pages of your website are receiving the most traffic. This is especially useful for businesses who use blogging as a primary content marketing strategy, as it will help you to identify what blog topics are resonating most with your audience.
Under the “Behavior” tab, go to Site Content>All Pages. There, you’ll see a listing of pages ranked by page views in descending order. As you scroll through this listing, notice which pages and blog posts are currently most successful with your audience, and look for ways to generate more content in the same category.
Using Google Analytics to improve your B2B inbound marketing strategy does involve a learning curve, but it’s worth deciphering the basics of this powerful tool in order to make the best use of your company’s marketing dollars.