What is marketing to you?
In the past, many business owners put their faith in marketing strategies that espoused the effectiveness of slogans, ad-men, commercials and high hopes. They claimed junk mail could deliver treasured sales. They said we’d never put a man on the moon. For a time, their claims may have been believable. Not anymore.
Fortunately, the marketing of today doesn’t rely on faith. Digital marketers use collected data, careful analysis and applied statistics to make informed decisions that measurably grow businesses. You shouldn’t ambiguously spend money on marketing and hope your sales will increase. Advertising and marketing have gone digital, and every business can capitalize on the opportunity.
Now, marketers and advertising agencies have a variety of digital tools which collect, store, and evaluate data about how potential customers find, react and relate to your website. The data collected by these tools can be carefully analyzed and applied by digital marketing experts who then are able to make informed decisions about how your business should direct their digital marketing budget to get the best return on your online investments.
Have you explored the marketing tools available to your website?
The key to improving your website’s performance may be the marketing tools you are not yet using. Compiling and maintaining an updated marketing toolbox can be a wonderful asset to your business, but, be careful: it could accidentally become a hobby that leads to a new career. (That’s my personal experience talking.)
Aggregate data about your website’s performance includes page views, time on site, traffic sources, bounce rates and more. These pieces of information can be analyzed for insights as to which pages on your website have the highest potential to attract new customers. Once that is understood, knowing how to replicate those pages’ results is simply application of that newfound understanding.
How does the data from these tools apply to your website?
If one page on a website performs better than another, we can use today’s marketing tools to know why and replicate those results for other pages. Data from Google Analytics reveals how many people are visiting your website, which pages they are visiting, and from where they arrived. The data collected by Google Analytics is valuable because it paints a clear picture of how visitors interact with your website. The behavioral “flow” of visitors on your website can be analyzed for how it may be affected in your favor.
Google’s Search Console (formerly Webmaster Tools) tracks average impressions, clicks and ranking positions for relevant keywords. Its value comes from its data, which contains the keywords your audience is searching to find you, as well as a variety of other useful functions. All of Google’s website marketing tools are free to use for websites. They do have a learning curve for anyone who has little/no technical experience, and if you are not interested in analyzing statistical data, this is the time to consider hiring an agency with experience.
Are there other tools besides the ones offered from Google?
There are hundreds of tools available to website owners. Many tools offer a variety of different functions for tracking and analytics purposes. Some are free; others have free features while offering additional functionality for paid subscriptions. Technical analytics tools available on sites like Ahrefs tell us which websites are linking back to your web pages, giving us a clear impression of which pages on your site are most popular. For a paid subscription to their site, you are able to view much larger volume of data and access more features. When you know what pages are popular on your site, you can analyze and compare them to underperforming pages and determine where quantifiable improvements can be made.
There are also digital marketing tools that analyze your own website and its technical faults. Free tools like Google PageSpeed Insights can discover page speed issues with your website. This is important considering the significance of site speed as it relates to search engine rankings. You might use a paid tool like Moz’s On-Page Grader to determine how well a page is optimized for a particular keyword. These site analysis tools range from free to expensive, and knowing which ones are most suitable for your business takes considerable time.
How does a business start using digital marketing tools?
Most businesses don’t want to spend money on tools they don’t plan to use. Free marketing tools provide a good foundation, but there is amazing value to be found in many paid tools. This is just one reason why hiring a digital marketing agency is beneficial. An experienced digital marketing team will have tested and cross-referenced as many tools as they have time to explore. They will often have subscriptions for a variety of these marketing tools and utilize them when developing and deploying your marketing campaigns.
What is the real takeaway from this?
Your website is not a Ronco® kitchen appliance. “Set-it-and-forget-it” simply won’t cut it. Your website’s pages can (and should) be regularly updated to capitalize on insightful data from tools like Google Analytics, Search Console, Ahrefs and others. The decisions you make based on this data are far more likely to have positive, lasting impacts on your business than any billboard, newspaper ad or commercial. When you choose to apply data to your marketing strategy, you choose to demand results for your marketing dollars.
If you still have questions about how your business can leverage today’s available marketing tools to grow your business online, contact Zenman today.