BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
Implementing your marketing programs without evaluating your web analytics and how they have changed will tell you little about the ROI on your CRE marketing strategy. If your primary concern in your marketing efforts is to drive traffic back to your website, it’s critical to understand what efforts are effective and which ones will just have you spinning your wheels.
Set Up Your Analytics
The first step is to make sure you have programs in place to evaluate your analytics! Some of the popular ways to evaluate your web traffic include your site host’s backend or a free program like Google Analytics. Setting up analytics is as simple as dropping a ghost link into your current website and watching the data roll in. And it’s absolutely necessary to continually improve your marketing efforts.
Understanding Your Analytics
Once you’ve set up your web analytics so that you can analyze your traffic and how that traffic relates back to your marketing efforts and spend, it’s time to evaluate the data.
Traffic: In simple terms, traffic is the number of times a particular webpage is viewed by your audience. It also refers to the number of people that visit your website. It’s a good measure of how many people are visiting your website as a result of your marketing efforts.
Bounce Rate: The bounce rate measures the amount of times someone views your website and immediately leaves without clicking further into your content. If these analytics are high, it may be a sign that it’s time to improve your website’s design, functionality, or content.
Session Duration: The session duration is the amount of time any one visitor spends on your website. These numbers can tell you a lot about the effectiveness of your copy, the interest in your blog posts, and the overall attractiveness or functionality of your website.
Listening to the Audience Through Analytics
Many people don’t want to face their analytics head on. But it’s important to pay attention to them to truly understand if your marketing efforts are paying off.
Where Your Traffic is Coming From: When you pay attention to exactly HOW your clients are finding you and your content, you know where to focus your energy. For instance, if you’re putting 50% of your time into Instagram and 50% of your time into Facebook but Facebook drives 90% of your web traffic – you could save yourself a lot of time but focusing your energy on Facebook.
What Topics They Are Drawn To: When it comes to blogging, if 90% of your blog traffic is drawn to pieces discussing the retail space industry and only 5% is focused on the industrial sector, you should probably up your game on retail. Give the readers what they want!
How They Interact with Your Site: What areas of your site are most clicked on? Where are your followers spending the majority of their time? Focus your own energy on the areas that are giving you the most return and driving the most interest and traffic.
Running your marketing without analyzing your traffic could leave you spinning your wheels and wasting time on tactics that just aren’t delivering results for your CRE business. It’s time to get analytics savvy!
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