A digital marketing campaign is an exciting opportunity to build a strong online presence for your business. You can reach your target audiences right where they spend much of their time: Online. It also gives you access to a wide array of information about both your strategies and your audiences.
This information, obtained through analytics programs like Google Analytics, and through A/B testing, provides valuable insights. You can use these insights to guide your marketing efforts. In particular, analytics from your digital marketing campaigns can provide you with the following benefits:
Analytics help you understand your audience demographics.
Digital marketing analytics can give you some valuable insights into who is interested in your website and your business. In particular, analytics can give you demographic information about your website visitors and customers. Here is some of the information you can glean from your analytics:
- Age
- Gender
- Location
- Income
- Interests
Not only can you see this demographic information, but you can also see how each demographic interacts with your business.
For example, if a quarter of your visitors are men in their 50s, but this demographic tends to bounce away from your site pretty quickly. Then you know something needs to change about your website if you are going to keep that demographic's attention. Alternatively, you could adjust your digital marketing so that it no longer reaches men in their 50s. Analytics are suddenly helping you market yourself more effectively.
Analytics allow you to test your marketing strategies.
Practice makes perfect in the digital marketing world as much as anywhere else. You won't get your strategies exactly right the first time. You need to test them and analyze their performance. Analytics allow you to do just that.
For example, say you build two Google Ads and need to know which one is most effective. You can use analytics to see which ad received more click throughs, resulted in more engagement on your website, and yielded more conversions.
Similarly, you can use analytics to see where people come from when they land on your website, and what they do after they arrive. From there, you can evaluate which aspects of your digital marketing campaign are going well and which ones need some work or may even need to be dropped. With analytics, you can craft a digital marketing campaign over time that is tailored to your needs and to your audience and is, therefore, very effective.
Analytics allow you to increase your digital marketing ROI.
The goal of your digital marketing campaign, obviously, is to help your business make money. In order to do so, your marketing efforts need to bring in more money than you spend on them.
If you simply implement a campaign and never check on its progress, you won't know if it is making you money, how much it is making, whether it is worth the money you are putting into it, or even if you can make it more profitable. To answer all of those questions, you need analytics.
Analytics help you to determine (and improve) the ROI of your digital marketing campaigns by giving you insight into who responds to the campaign and how they respond.
For example, you can use analytics to test two Google Ads against each other. You find that one performs better than the other, or you find that one keyword delivers more conversions than another. You then devote more resources to those ads, keywords, or strategies.
Similarly, you can use keywords to determine the cost for every lead or conversion you acquire through your digital marketing campaign. You might find that the strategy that delivered the most website traffic did not yield the most conversions or profits.
You may also identify a strategy that is more profitable even though it appears to be less productive on the surface. Those insights can help you to focus your efforts on the higher-yielding strategies so you can maximize your digital marketing ROI.
Analytics allow you to identify weak spots in your campaigns.
Not every campaign is going to succeed. Not every strategy is going to go over well with your target audiences. If something isn't working, you want to know about it so you can fix it. Analytics help you to identify the areas in your digital marketing campaigns that are weak or ineffective.
For example, if you are crafting a social media campaign, you may post at several different times of the day. Analytics can tell you that posting, say, in the early morning is much less effective than posting in the afternoon. Similarly, you may choose to craft an Instagram or Twitter story for your business, but find upon evaluating the analytics that the story did not go over well with your target audience. Understanding where you are falling short can help you to change your approach. You can put aside the ineffective approach and craft a new one that works better for your digital marketing campaign.
Analytics can help you identify weak spots throughout your digital marketing strategies. They can show you if you are failing to reach your target audience, if your content is weak, if your landing pages need work, if your Google Ads need tweaking. Once you know where your campaign needs improvement you can make changes that strengthen your digital marketing campaign and bring you the results you need.
Analytics are a smart and necessary addition to any digital marketing campaign. They provide critical information that can help you understand your audience demographics, test your marketing strategies, increasing your digital marketing ROI, and identify weak spots in your campaign. Distinct Web Design incorporates analytics into all of our digital marketing endeavors. We can help you gather and evaluate all the information you need to craft a powerful and profitable digital marketing campaign for your business.
