While there are a lot of fancy analytics tools in the market, most website owners still prefer using Google Analytics on their websites. It is both free and easy to install, something that makes it incredibly attractive for most website owners. And as it turns out, the information that one can get from this tool is usually useful enough to help marketers to fine-tune their digital marketing approaches. The following are the different ways in which you can use Google Analytics to improve your marketing strategy.
Improving the Relatability of Your Content
For your message to be effective, you need to be able to communicate with your audience in a language that they can understand and relate to. This calls for creating relatable and relevant content, something that one can only do when they have a clear understanding of their audience.
Google Analytics provides detailed audience metrics that can help you to figure out the gender of your audience, where they are located, the most popular age-group and other relevant audience information. This is information that can help you to figure out how best to address them, the tone of your content, and even which language to use. The characteristics of your audience should also inform your choice of marketing materials to use. For example, do you use memes, Instagram stories, or longform blog posts to get your message across. And since the tool provides measurable and comparable metrics, you can use it to adjust your strategy based on the results that you get.
Focusing Your Marketing Efforts
As a marketer, you will increase your odds of success when you focus your efforts. Your odds will further improve if you opt to focus on what is already working, especially if you are dealing with an established website. This is because you don’t always have to invent the wheel, and using channels that are already working and simply pouring more resources into them can produce better results than trying to conquer new grounds.
Google Analytics provides a Behavior section where you can get to see which pages most of the visitors get to the websites, and through which they exit the website. Through the content drilldown section, you can get a clear picture of which type of content best connects with your audience. You can take advantage of this insight by simply producing more of this content.
Analytics on how visitors are getting to your site can help you to craft a focused marketing strategy. For example, if most of the people are already getting to your website through social media channels like Pinterest, then dedicting a significant portion of your resources to the channel is advisable especially at the beginning. You can then progressively expand your focus by thereafter targeting the other channels based on the hierarchy of channel popularity.
Achieving a Sustainable Marketing Strategy
One of the hallmarks of an effective marketing strategy is sustainability. By making it easy for you to figure out the gender of the audience, where they are located, and how they get to a website, Google Analytics makes it easier for experienced marketers like MediaGroup Worldwide to craft a way to reach a target audience easily and without having to spend a lot of money.
It allows for an easier culling process, something that increases the chances of getting a better return-on-investment. This is so mainly because by using the tool, you will be able to tailor your marketing content to your audience in a way that makes it relatable, and you will also be focusing on traffic channels that have already proven to be fertile ground for the target audience. There is also the fact that you will have insight into the content to which your audience responds best to, and this will allow you to produce content that has a higher chance of getting better results. All of these things will combine to create a strategy that yields results without having to cost a lot since it relies on elements that are already working.