Harnessing the power of Google Analytics

Nate Silver correctly predicted the electoral college results of all 50 US states the 2012 Presidential Election. His blog was the most visited page on the NY Times website during the election. This would make him the world’s leading political analyst, except he is a statistician. Despite stinging criticism from journalists and politicos who called him a ‘joke’ and his skill a ‘numbers racket’, Silver’s success shows that data does not lie.

If data can predict something as notoriously difficult to call as voting patterns, then figuring out people’s habits online should be easy. And it is when marketers make use of the analytics tools now available. Many social media sites have analytics features built in that businesses can access to track traffic to their pages.

The leading light in web analytics for marketing is Google Analytics. There’s so much information at your finger tips if you know how to use it. We at ChatterHound hold training workshops to help businesses use Google Analytics to make their online marketing more effective.

Contact us if you’re interested in learning how to track your online campaigns and make the most out of your website.

Why use online content marketing?

Who would you listen to when deciding what to buy? A sales person who only pushes the benefits of their own product or service? A trusted expert who gives you valuable advice?

Content marketing is about creating and sharing free content that builds a relationship with customers.  Although the content can and should be related to what you sell, it is not a form of advertising.  The most important thing is to be informative, helpful and – if it’s not too much of a stretch – entertaining.

people dancing

Viral is healthy

With online content marketing, businesses create content that speaks directly to their target audience and promote it using their websites and social media.

Thanks to the  power of sites like Facebook, Twitter and Youtube, businesses have lots of opportunities to share their quality content for free. Content that catches on and shared by a lot of people is said to have gone viral.

Practically useful content or posts that arouse emotion in people are always more likely to be shared. You should also try to make it visually interesting – a good picture, infographic or video often gets shared.

SEO benefits

In 2011 search giant Google changed their algorithm to prioritise fresh and original content.  This was seen by many as the nail in the coffin of traditional SEO, where web companies could use tricks to appear higher in search ranking.  Due to this change online content marketing is now at the core of  search engine optimization. This is because websites with relevant, good quality and frequently updated content such as blogs will rank higher than those with flat, unchanging content. Traditional SEO tactics such as link building and keywords content should also be built into your content to maximise reach and effectiveness.

 

Don Draper from Mad Men on the phone

Don Draper just heard that content is now more effective than advertising. (Image copyright of AMC)

 

Web traffic drives sales

Content is the best way to get people to like and trust your brand. This is what conventional ad campaigns used to do but can’t seem to do as well online. This criticism does not apply to Google Adwords or Pay Per Click campaigns.

Online content marketing such as blogging and social media can drive traffic to your site that you can focus on converting into leads or sales.  See your businesses as fulfilling a need or desire and let your content reflect that. The more informative and/or entertaining the online content, the better chance you have of converting visitors to customers.

Be patient 

Online content marketing is not a quick fix but could transform your business over time. It

Aerial view of Rome

Rome: Construction took a while

takes planning, hard work and dedication to identify your target market and craft quality content. It is easy to dismiss something that may not immediately generate revenue, but effective online content marketing will ultimately pay off.