4 Reasons to Use Google Analytics in Your Website

Making business decisions with data is crucial. If sales and marketing professionals collect bad data, it will only lead to a bad result. Garbage in. Garbage out. Since Google Analytics launched their service in November 2005, it has set itself apart as the standard for web developers to monitor and track their website visitors. The data is used by marketers, sales teams, and a lot of web professionals. Here are 4 reasons to use Google Analytics on your website.

1. Grow your Business by Tracking

Google Analytics will help you understand where your traffic is coming from. The standard free version will give you reliable data on your target market. For example, you might see a large volume of visitors coming from Austin, Texas – your primary target market trade area. But if you are a retail establishment in Austin, Texas, and the majority of your visitors are from Tacoma, Washington, you might need to make some adjustments to your web page content. Interpreting your analytics will give you the advantage of customizing your content to match local content or even decide what services they need and deliver them.

2. Measure and Analyze your Site

Google Analytics will give you and your technical team a perspective on how your site is performing on the technical side. You can see if your pages, links, and site contents are loading. Google has tools and other helpful links to analyze more of your site. Google analytics has a ton of information to help you optimize your site.

3. Better Insights into your Marketing Efforts

The possibility of combining data from your Google Analytics dashboard is huge. This is better than guessing or assuming your efforts in marketing are working. When it comes to search engine optimization (SEO), content is an important key. If you can track how your marketing campaign is performing with Google Analytics, then you can measure campaign effectiveness against the campaign goals.

4. Community Support

Google Analytics is supported across a variety of different platforms. Wordpress, Joomla, Drupal and other Content Management Systems and Frameworks recommend Google Analytics to be installed to better understand the website and its audience. There are a lot of support forums or websites offering tutorials in Google Analytics.

If you are not using or maximizing the power of Google Analytics then you are probably missing out on these 4 reasons to use Google Analytics.

Why Longer Content Converts Better

It's no secret that longer content has value. Lengthier-than-average blog posts (and, for the sake of clarity, when we say "long" we're talking in the region of 1000–1500 words) are known to achieve more social shares, to gain more backlinks and to lead to a significantly higher number of conversions. But why is this? What is it about longer content that gets the job done, and how can you take advantage of its magic?

One of the best things about longer content is the impression of authority it gives.

Readers often want comprehensive, detailed information – and they want to know that they can trust the author. Short blog posts with minimal content often don't provide this, and so when readers stumble upon a lengthy, information-packed, richly-detailed piece of content they're much more likely to trust it, share it and ultimately come back to its author when they have some money to spend. Use long content to position yourself as an authority on a subject, and you'll situate yourself well ahead of the field.

Longer content also takes longer to read.

If it's engaging enough, your audience won't mind – and quite possibly won't even notice the extra time they've spent on your site. This greater investment in time leads to greater trust, particularly when dealing with complex or nuanced subjects. Imagine you're attempting a repair on an expensive piece of hardware that you've never performed before: do you want a 300-word guide that breezes through the subject, or a 2000-word piece complete with pictures, diagrams, detailed descriptions and answers to all your questions?

Those benefits aside, longer-form content also tends to rank better possibly due to the increased number of keywords it contains, and possibly due to Google's admitted emphasis on in-depth articles. All things considered there's little reason to not focus on long-form content… but be aware that producing excellent long posts is not as simple as just inflating your word count or adding in a few images. Meaningless filler will do you no favors at all.

Instead it's important to create real value in your long content. Whether you're planning a long blog post, an eBook, a white paper or something else altogether, pick a topic that deserves to be explored in depth, and ensure that – whatever word count you're aiming for – every single word is made to count. Nobody out there is searching desperately for long tracts of filler, but well-crafted and information-rich long-form articles are something that readers will treasure, trust, and return to again and again.

Automate Your Marketing and Watch Your Business Go Light Speed

In a fast-paced world that seems to reinvent itself at whim, each new day requires agility and the ability to act and react to a dynamic marketplace. If your company isn't able to keep up with such a frenetic pace, your message will be lost among the chatter of modern life. Fortunately, the very same technologies that quicken the world's pulse can automate your marketing efforts, making the story you want to convey more immediate, specific, and relevant to your customer base.

A Tangled Web of Platforms

A modern marketing campaign is stitched together using seemingly countless sources, from old-fashioned mailers to Twitter, Facebook, and email. Collectively, they represent the lifeblood of your message. With such a splintered set of platforms, though, finding an efficient, convenient and reliable method to communicate can seem intimidating. However, thanks to the many marketing automation packages available, it doesn't have to be complicated to deliver your content. In fact, with some simple tools, your company can keep its message personalized and on point using your audience's preferred platforms.

Plug and Play

Whether you know it or not, you might already own the centerpiece to your automated marketing dreams. Most modern customer relationship management (CRM) suites integrate with third-party marketing software, essentially using the CRM as a hub from which your messages are sent. This is how you can customize both the message and the delivery method for each individual customer. The same technology is also capable of a broad-reaching approach that can target all of your customers. The most important factor is the open architecture many of these packages are built upon – this lets you tailor the entire process to your specific needs and message.

Who Do You Choose?

Although some of the larger software manufacturers have started designing and distributing marketing software, the majority of packages are from smaller, niche-type companies. When researching your different options, make sure that potential vendors provide excellent customer service and that their products work well with your existing CRM. Granted, you can always upgrade your CRM to fit the marketing automation software, but that's usually a herculean task that calls for significant preparation.

Whether your message needs to be compacted to 140 characters (or less), or distributed into a mass email, marketing's modern landscape requires that your company be nimble enough to accommodate your customers' preferred platforms. With the proper combination of CRM and an automated marketing suite, communication can be as simple as sending a single text. Don't let the confusing, breakneck speed of communication stifle your message when simple, effective, and efficient solutions exist.

The Link Between Content Marketing and Big Data

The number of brands utilizing content marketing will be higher than ever this year. How can your brand leverage content marketing to move ahead of the competition? Big data is the answer, and you probably already have access to all of the data you need.

Customer Data & Keyword Data

Who is your ideal customer? Dive into your client database and extract demographics, job titles, geographic locations, and motivations behind buying. Next, determine the pain points for these types of customers. What problems are they solving with your product or service?

Once you have a few "ideal customer personas" created, dive into your keyword tool. Extract keywords that relate to your ideal customer based on the data that you have, and review your website.

  • Do you have landing pages created specifically for these ideal customers?
  • Do the web pages have calls to action?

Once you've answered these questions, take action. Create pages if they don't exist, and add calls to action on the pages in question.

Access the Data

Did you create the right content for your ideal target? Google Analytics will give you an indication in 30-45 days. Next, ask your development team to set up Google Tag Manager so that you can start tracking page visits. If the landing page is seeing increases in traffic and you're getting new leads from the content, it's working.

Room for Improvement?

There's almost always room for improvement in content marketing. Perhaps the content is working at converting your traffic into leads, but you're not getting enough visitors to the page.

Paid Advertising Data

Facebook Advertising
Facebook ads allow you to customize your ads according to prospect gender, age, location, interests and more. Not only will you be able to send targeted traffic to your website, but you'll have access to detailed traffic reports and demographic data to improve your strategy.

AdWords and Remarketing
Look at the geo-data for your ideal customer persona. Use this information for geo-targeted paid advertising. Once a campaign has run for 30-45 days, you'll be able to use the reporting data to narrow down the location of your target market.

Lead Nurturing Data
Your email software or CMS sends out a newsletter to your current and prospective clients. Are you using the reporting data to ensure that your content is making an impact on your target audience?

“Brand marketers are seeing the value in audience targeting for their campaigns and recognizing the importance of reaching the right audience to add relevancy and truly make a difference.” Forbes Insights

Look into parsing and organizing large email lists into smaller groups or segments. Once the lists are organized according to activity levels and common groups, your marketing team can analyze the data from open and click-through reports to customize future campaigns.

Begin Today, Don't Delay

Don't let buzzwords like IoT and big data keep you from using toolsets and data that already exist.

"Yet even as companies have embraced their new role as content creators, they’ve largely missed out on one of the hottest trends in the world of traditional media: data journalism." HBR.org

Now that you know what your ideal clients are looking for, how are you going to present it to them? The days of long, drawn-out, boring web pages from a general copywriter are over. If your ideal customer is using a mobile device for their digital search, they're interested in graphics. Videos. Develop short, snackable paragraphs with subheadings and click-through buttons for them to get more information.

The opportunity to capitalize on the big data trend in content marketing is waiting to begin. If brands don't embrace it soon, the digital landscape will change even more and leave you further behind.

4 Underrated Content Strategies for Business Blogs

Businesses know the importance of a blog, but when it comes to developing and implementing a strategy, many fall short. There is a common "build it and they will come" misconception that leads some businesses astray — this is the assumption that all you need to do is set up a blog, post a few mediocre articles, and watch the leads pour in. But as many businesses learn, there's much more that goes into cultivating an effective content strategy. Here, we will delve into a few ideas that can help propel your blog into unprecedented success.

1. A Must-Have Checklist

If your biggest worry is that your content fails to engage readers, come up with a checklist and ensure each post makes the cut. For example, your checklist might include: Always give practical tips, avoid generic phrases, and provide a call to action. It's useful to first do some research on your target audience to determine what kinds of content they are drawn to and what has worked in the past.

2. Timely and Targeted Posts

While the most critical component of a blog is high-quality content, there's also something to be said for timely, targeted content. To incorporate timely and targeted posts into your content strategy, start by following industry news. By staying informed about what's happening and what your readers are concerned about, you can publish headlines that your readers want to click. In addition, addressing timely issues helps you build a name for your brand and become a thought leader over time.

3. Choosing Base Notes

Selecting base notes and sticking with them can simplify your content strategy in the long term. An idea developed by marketing guru Doug Kessler, base notes are three primary "tones" or personality traits that your brand wants to project. He uses Innocent Juice as an example, a brand whose content always fits within the three base notes: simple, friendly, and silly. Pinpointing your brand's tone can create salience, helping your audience get to know you faster.

4. Weekly Editions

Consulting business Agents of Efficiency launched #2tips4tues, a quick post of curated content each Tuesday. Its readers can now get nuggets of wisdom on topics they care about each week at the AoE blog. This is an example of how a repeated weekly theme can help you build an audience. If you can find an interesting way to implement this strategy, it serves as a method to get readers returning to your blog regularly.

If you're not getting the traffic or engagement you seek, take another look at your content strategy. By adopting one of these methods, you can create a reliable routine that makes a bigger impact on your audience.