The Best Analytics for Digital Marketing

Digital marketing offers so many ways for businesses to track their marketing and promotions progress. But that’s precisely what can make choosing the right tools so difficult, especially for companies who don’t understand how to use those tools or interpret the data.

Understand the Big Picture When Marketing Digitally

Every digital marketing strategy has three parts: acquisition, behaviour and outcomes. The first asks what your business is doing to attract visitors. The second asks what those visitors do after they get to the website. The third asks about the impact of that visit, both online and off.

When marketing digitally, a focus on all three parts is necessary in order to gauge how well your website is influencing its visitors. Focusing on only one or two portions of the strategy upsets the balance that’s so critical for your digital marketing to be a success.

Digital Marketing and Analytics Go Hand-In-Hand

Analytics really are digital marketing’s best friend. They enhance digital marketing by allowing for the collection and utilisation of traffic sources critical to your business. They enhance what you’re currently doing to nurture your leads. Finally, digital marketing allows you to get incredibly descriptive information about your customer’s journey to purchasing.

What You Should Be Measuring

There are several metrics of note when using digital marketing to measure advertising success at each of the three stages mentioned above. They are:

  • Own and rent strategies;
  • Clicks and assists;
  • Bounce rate and visitor loyalty;
  • Micro and macro outcomes.

Take Stock of What You Own and What You Rent

Any digital marketing strategy must take into account what is owned and what is merely rented. An example of something your business may own can be a website or a blog, and even the relationship with your customer. Your ‘rental properties’ are things like your social media and business networking accounts. The ideal is to be a whiz at both what you own and what you don’t. But if failure is an option, failing at what you don’t own is preferable to failing at what you do.

Performance Marketing With Clicks and Assists

What metric will get you thinking about ad placement, bids, ad copy and laser-guided targeting? Clicks. The number of clicks your ad actually gets will depend on the elements above. Anyone can put an ad online. But getting the desired reaction – the click – is far more involved.

The same is true of assists, which will help deliver customers directly to your business. There are essentially two types of assists; those which provide customers right away, and those that deliver customers who take longer to be convinced to buy.

Consistency=Visitor Loyalty

Have you looked at your marketing pieces lately? Do you notice a discord between your site’s landing page and your social media offerings, links, ads, email campaigns and to where all of this traffic is going? If so, it’s time for a little continuity. In order to ensure a clear path for your customer, your landing page needs to be great, and the tone you set there must flow through all of your advertising.

Visitor loyalty is the next piece of the behaviour pie. However, visitor loyalty is not the number of visitors who return to your site over time. Rather, it is the focus on a single visitor. Getting a visitor to stay at one page or more on their first visit to your site is the first goal. Once you’ve accomplished that, the next step is to get them to return to your website again and again.

The Outcomes Portfolio

Does your business have a portfolio of outcomes? This is crucial if you want to determine where customers will go if they are not ready to buy form you right away. Having a portfolio provides your business with an outcome for every type of customer who may cross your virtual threshold. Not only that, but it also allows your customer to buy at their leisure. A customer who doesn’t feel pressured is the one most likely to buy from you.

There are two types of outcomes: micro and macro. Micro outcomes are those which provide your business with value over a long period. They also empower your employees to think long-term when undertaking efforts to drive value from each site visitor. Macro outcomes allow you to measure success over a short-term, 30-day period.

Digital Marketing Across Different Platforms

Those with Mobile websites will employ the same 3 components of the big picture: acquisition, outcomes and behaviour. However, the metrics measured will be different because mobile is an entirely different arena than website and email, ad and similar marketing.

Simplifying Digital Marketing Strategies

As stated previously, the many aspects of digital marketing can be overwhelming. In simplifying the strategies, digital marketing can be applied to any manner of advertising in which your business may be currently be engaged.

For example, we’ve just learned that Acquisition, Behaviour and Outcome are 3 necessary components of any digital marketing strategy. There is also a bigger strategy at play. Called the Web Metrics Lifecycle Process, this strategy moves from defining your strategy to measuring the results of your efforts. From there, it’s the analysing of the results measurement data, taking action and either improving or eliminating that effort from your strategy.

Digital marketing, at its core is an ongoing and dynamic journey that never really ends. And just the thought of this being the case can be enough to send you running for cover. There is absolutely no doubt that a digital strategy is complex. But just because you own a business, doesn’t mean that you have to know everything there is to know about it.

Often, putting your digital strategy in the hands of experts can net you a far greater return on your marketing and promotions investment than learning how to do it on your own can.