I know, I know: with all the data available with the click of a mouse, it can be overwhelming to know what to pay attention to and what to do with it. But actually, if you tighten your scope, pay attention to only the information that helps you achieve your marketing goals and then make moves based on what you’re seeing, analytics and data can be your best friend!
First, Decide What the “Right” Analytics Are
For some people, the number of website visits is the best indicator of how their marketing efforts are doing. For others, it’s social media follows, shares and likes. What matters to you depends on what you’re trying to achieve, and that will likely change based on the campaign.
For example, if you have an Instagram campaign where you encourage people to submit a photo of themselves using your product, you might measure success by looking at how many people entered your contest. If your campaign centers around attracting more email subscribers by offering a fantastic download, new subscribers is the number to follow.
Understand What the Data Tells You
You can’t just glance at the numbers and automatically say, “Cool. This is working.” You need to look at the analytics and tweak your current and/or future campaigns accordingly.
Let’s say you are promoting your free guide that people can get if they sign up for your emails. You’re spreading the word on your blog, social media and ads on various sites. But when you look at the numbers, you notice two things:
1. Twitter is sending you a huge number of subscribers
2. That ad you paid for isn’t getting a single click
So common sense tells you to amp up your efforts on Twitter and cut back on the ad! This is also useful information for future campaigns, because you might forego the advertising component altogether, or even try advertising on Twitter instead.
The Rule of ABT: Always Be Tweaking
That’s tweaking, not twerking, folks. Successful marketing relies on you paying attention to what your analytics tell you and responding. Now, don’t go overboard and make 10 changes at once. Doing so will keep you from knowing which tweak resulted in improvements to your numbers. Instead, change one thing at a time, wait, watch and measure. If that didn’t improve performance, change another component.
The key is to not rely on past successes to determine how future campaigns will go. Each is different, but the data you glean can be tremendously helpful in growth.
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