Analytics are a well-intentioned invention for users who have every intention of using them. See the problem here?
Time to put your fancy analytics tool to use. For real this time. We have come up with 5 ways to put verbs onto the data your marketing analytics tool spits out. And without further ado or poppycock, here they are:
1. Figure out Popular Blog Topics
Run your analytics tool and figure out which blog topics are most popular then create more of those. Simple enough advice, but you know what they say about the simplest ideas. Also use your software to find out what format of articles are most popular. It will likely tell you that Top 10 lists and the like are most popular, but be sure to use your analytics tool to find out what resonates most with your audience.
2. Supercharge your SEO
You likely have had the same SEO strategy for some time but SEO strategies lose their zest over time. Take this analytics-induced opportunity to evaluate and improve your current SEO campaign. To do this run closed-loop analytics to find out which long- and short-tail keywords have driven the most traffic to you (and more importantly, which ones have driven the most high-quality, high-conversion traffic).
3. Figure out of Social Media Marketing is Worth your Time
Now that the buzz (a little failed-Google-social-attempt humor?) around social media marketing has calmed down, evaluate your social media marketing attempts to see which ones have produced tangible results. Look at each social network individually to see if one outperforms another and deserves more attention, or if one network warrants dropping completely.
4. Figure out the Perfect Email Frequency (, Finally)
Email frequency: the thorn in the side of email marketers everywhere. Top-notch idea, use your analytics tool to find out which email frequency drives the most click-through rates (CTRs) and customer conversions. If your email-sending frequency hasn’t changed in some time then you will need to play around with the intervals before running the analytics, obviously.
5. Lead with your Best Foot Forward
Its a given that you want to send your best content to the leads that you are nurturing through the sales cycle, but using your analytics tool you can now actually do it. And the good news is you can use some of the information you already gathered in tip #1 to kickstart your foot forward campaign. The easiest way to pull this information out of your analytics tool is by measuring the effectiveness of various content and calls-to-action from your landing page and high-converting blog posts.
Tada. Its easier than you thought to put an analytics tool to work. Following the above tips will finally put the investment you made in your analytics software to work. The only tough part left is to clear the time in your schedule to do it.
Stay tuned for more tips n tricks on analytics tools by regularly checking back with this page.
Robin Wilding is a professionally trained Canadian journalist striving to bring journalistic-era intergity to online media. She has a second degree in Political Science--with a focus on International Relations and the developing world. Currently Robin is a contributor to several technology publications, including Brajeshwar.com, SocialTechnologyReview.com, HostingIndustryWatch.com, AnimationCareerReview.com and CompareBusinessProducts.com. She also works for several web developers; and does ghost writing for several high level executives within the technology sector. Robin's work is showcased in her portfolio: http://shownd.com/robinwilding
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