When you’re in start up mode and have a million things to work on and out, it’s easy to be overwhelmed. It helps to maintain a clear focus. I know this is easy advice to give and harder to remember when you have a million thoughts circling in your head. Use Evernote to stay on [...]
Three Ways to Achieve More with Google Analytics
At Sustainable Marketing, we use Google Analytics to measure the performance of both online and offline marketing. This tool allows us to progressively improve the performance of clients' marketing, optimise marketing budgets and achieve more with less!
1. Analyse your visitors' keywords
Keywords are words that people use in online searches to find your website. Google Analytics will show you the most popular keywords for your website. The more popular words may be more meaningful to your target market than the words you use to describe your products. By including more relevant keywords in your online and offline marketing, you can attract more potential clients without increasing your budget.
In the Keywords table shown, 'steam cleaner' is an important keyword to be included in marketing.
2. Assess your in-page analytics
In-page analytics allow you to analyse banners, buttons or links that visitors click on. Assessing this information will help you understand what content your visitors find more appealing. Testing different content and messages can help you identify better performing content. This can help you to progressively use more relevant content and increase the overall conversion rate for your website.
In this image from a front webpage, we would recommend testing different content for some of the lower performing icons such as ‘fuse blocks’.
3. Measure offline results
Google Analytics can also measure the effectiveness of your offline marketing. Give readers of your advertisements and editorials a special offer to encourage them to visit a special campaign webpage on your website. (e.g., visit sustainablemarketing.com.au/risingenergy to read an article on what SMEs can do to avoid rising electricity costs.)
The traffic to the special campaign webpage can be measured through Google’s ‘Top Content’ analysis tool, which allows you to compare your advertisements and editorials to assess which magazines or editorials your target market prefers.
So how do you get started? Visit google.com/analytics, set up a Google Analytics account and arrange for your web designer to install the Google Analytics code into your website.
You might be interested in this on-demand webinar...
Demystify your data and improve your website's performance.
Join us for a presentation on Google Analytics 101 to learn:
- What the key statistics mean — demystify Google Analytics stats so that they make business sense
- Which are your best and worst web traffic sources
- How to find out how many people are visiting your website right now
- ...and much more!
More by Maria Anderson
Successful companies plan. This is the time of year when many companies refresh their business plans, marketing plans, sales plans, financial budgets and cash flow plans. By the time March or April arrives, these plans may be gathering dust, with other priorities competing for time. Soon after, the focus on marketing falls and so does [...]
By using science, marketers create a framework that increases the likelihood of a consistent improvement and decreases the risk of failure. Marketing is a science which draws inspiration and creativity from art. Any marketer worth their salt measure can analyse numbers. What is the size of your market? How many prospects do you reach? How many [...]
A well-written and targeted press release or media statement can increase the credibility of your business and attract customers. In addition, writing a press release may lead to your business being mentioned in the editorial content of publications, which people trust more than traditional advertising. Editorial content, coupled with the appearance of paid advertising about [...]
The answer may be an evil penguin. In the Batman series, the evil penguin - one of batman's oldest foes - is a criminal mastermind who carries an innocuous looking umbrella. However, his umbrellas are full of high-tech gadgetry that may unleash a flamethrower or a rain of bullets on his enemies at any moment. [...]
An online marketing campaign can create a sustainable pipeline of leads and sales for your business. In the 21 Easy Ways to Market Your Business Online eBook, Maria Anderson of Sustainable Marketing provides a 'how to' in creating a cost-effective online marketing campaign that provide sustainable leads and sales for your business. In the first step of [...]
If your small business is prepared to take advantage of the benefits of the NBN, it could be set to boom. In fact, the NBN business plan states that the network is specifically designed to benefit small and medium businesses.* Is your business prepared to benefit? If you don’t take the time now to strategically [...]
An online marketing campaign can create a sustainable pipeline of leads and sales for your business. It is a simple, ‘fast-to-build’ and cost-effective marketing tool. With more traffic to your website, visitors will get to know your brand better and your Google ranking will be enhanced. More prospects can be added to your mailing list [...]
1) There’s no way to avoid rising energy costs Electricity bills are going to increase 10% - 15% year-over-year for the next few years. With Australia’s perpetual increase in energy usage, fossil fuels becoming more limited, the need to reduce greenhouse gases and the requirement for new power stations to meet peak demand, there’s just [...]
In yesterday's world, "green" goods, services and marketing initiatives were hot. Businesses were tacking these on to their core business strategies simply to appeal to the new, environmentally aware consumer sector. Today, smart businesses with long term growth perspectives realise sustainable marketing means so much more than just appealing to the "green" consumer sector. They [...]
Do you see opportunities when others see risks? In July 2008, I brought home a new puppy - Lily, a border collie cross kelpie. Little did I know that Lily had sized up the opportunity (a home with food) and quickly developed a product (cute and well mannered puppy) to appeal to her new target [...]