You've got your website, your facebook page, your twitter, your LinkedIn profile, your blog and maybe some other social media accounts all lined up. After writing, tweeting, posting and blogging, it doesn't seem to be doing anything. At least you don't think it is. You aren't sure what works and what doesn't actually.
It stinks when you put forth so much effort only to be left with the feeling that all that stuff marketing coaches talk about is only a sham.
If this is you, I want to help.
I know building a business takes time. And I know you will make mistakes - I still do - but that is how we learn. If I am learning from a mistake, I want to learn the lesson quickly - so I don't keep making the same mistake over and over. At ZynnyMe, that means paying attention to our analytics. Let me show you why analytics is something you don't want to miss out on for your marketing.
Whenever you use a tool or platform in your business, it typically gives you some data that you can use to inform you about what you are doing and its effectiveness.
We use google analytics on our website. Easy to add and easy to understand the basics. There are others out there like Get Clicky and Crazy Egg. With the website analytics I can see things like the bounce rate. The higher the bounce rate, the more likely my website is dropping in ranking with google. We talk more about this in our website 101 course but it's a statistic that reveals relevancy of my website.
Also, on our website we are looking for the behavior of people that come to the site. What pages do they visit most? How long do they stay on each page? What content is most popular and where do people engage? You can do so much with that information. If no one is searching for one of your niches, they don't even go to it on your website -it might be time to decide if there is a market for your niche. We used to teach that every website should have xyz pages and that great for a basic start but after looking at your analytics, you see what is most valuable to your visitors. Do what is valuable. Don't add stuff that isn't necessary. As you cut back to what is essential, the value of your site for your marketing increases.
Facebook has analytics called insights. Your insights give you demographic information regarding your followers, shows you what posts are most popular and engaging for your visitors and the best times for you to focus your engagement based upon when your followers are on facebook. This information can inform you on the changes you can make to improve your content. For example - the more vulnerable my post, the more relevant to my personal life - it does better. Bold images are also engaging for us. What doesn't always work is sharing someone else's content.
Here's the really cool part. Then we take a look at our website information and we can tell who comes from facebook to our site. We can see if what we are doing on facebook is working. And yep - there is a direct correlation between activity on our facebook page to the activity on our website.
Blogging, while part of your website (I hope it is!) requires some analysis. Blog posts can go viral and be shared across many types of platforms. If you share your blog or any other content for that matter, use bit.ly to track the link so you can see where it was shared and where it was most popular. When I look at our blogs I am looking at how much it was shared, where it was shared, comments made and number of visits to that particular blog - not the blog page but the specific blog article.
Every platform has it's analytics. I could go on and on. My hope is for you to understand the "why" of using analytics and it's impact on your marketing trajectory.
Here are my final tips for you:
- Look at what gets shared, commented on and the highest visits. This will show you what content is engaging and relevant and then you create more of it!
- Give yourself some time to create content to analyze. Nothing worse than writing a couple blogs and calling it quits. It takes time and strategy and then you can analyze the data. (Strategy is a whole other training!)
- Keep testing. It is only information. This is not a place to say "I failed." You have to keep trying different things, being creative until you find the sweet spot for your niche and your audience.
- What works on instagram isn't necessarily going to be as hot on twitter. Sometimes that will happen but more often than not remember each platform reaches a unique audience in its own unique way. This is why I recommend reading Gary Vaynerchuck's book Jab Jab Jab Right Hook. You might just realize you don't need all those social media accounts after all.
- Install analytics on your website and schedule time monthly to look at them. Check out the analytics on your social media accounts. If it doesn't make sense, check out hub spot or you tube for some free training and support. Make the analysis part of your marketing routine.
- Once you have your marketing analytics you can match them up to your goals - the number of phone calls and the number of new clients registered or programs sold and start to make correlations between your effort and outcomes.
Phew! Next time I will share about the analysis of your relationship marketing. How do you know if that network group is worth it for you? In the mean time, what have your analytics taught you about your marketing? Share below!
Now, you might be wondering why I recorded this. Well, you may not know but I used to dabble in voice over and I really love the mic. AND I wondered if some of you learn better when you hear information than when you read it. So why not test it. Right? So I will test it a few times and see if it is something we need to start doing more to engage and help our readers. Fun!