Google is not just a search engine; it’s much more than that. YouTube, gmail, and google drive are just the surface. One of Google’s most recent products is Google Analytics. It allows businesses to get a better understanding of their online visitors, and how they are using websites, apps, and social media.
This in turn gives vital data to businesses which can be used in online marketing to the greatest effect and allows businesses to offer the best online services to existing and new customers.
Here are three reasons why Google Analytics is a really useful tool for any businesses using digital marketing…
1. Get To Know Your Audience
It is always useful to know who your audience is. By understanding the people who are interested in your product or business, you can target advertising campaigns and general marketing specifically to that audience. It also allows businesses to spend their time talking to people who may be interested instead of wasting their time trying to talk to people who aren’t and will never be interested.
The Google Analytics Audience Reports give a whole range of information about who is visiting a website. A series of reports offer great detail about those visiting, such as; age, gender, user behaviours defined by affinity and marketing categories, user languages, locations, comparisons of new and returning visitors, how long they spend on the site, how often they return, networks, visitors’ operating systems and browser details, what devices being used to access the site (e.g. PC, smartphone), and how the visitors navigate throughout the site.
This information is perfect for ensuring that a website is working effectively. By understanding how people use the website, errors can be ironed out and important information easy to be seen. A website can, for example be translated into French, if for example there is a lot of traffic from France. The general look of the website can be changed according to the audience age and gender for example.
Marketing strategies can also be designed specifically for those who are visiting a website. A relatively young audience may, for example be more responsive to social media marketing campaigns, or may respond well to a Smartphone app, whereas an older audience may prefer direct email marketing or simple contact form.
There is much of value in understanding the device which is being used. Online adverts can be made to fit the smaller screen of a Smartphone and the navigation of websites can be made easier.
2. Where Are They Coming From, Where Are They Going To?
The Google Traffic Sources function helps website owners to understand where their visitors are coming from and going to. This is vital information for marketers as they can see where the most effective marketing is happening (and the least effective!). Sources could be search engines (e.g. Google), social media (e.g. Facebook), a website or advert link, or the website address directly typed in. By understanding these details, marketing campaigns can be fine-tuned or completely re-vamped to get the maximum traffic to a website.
3. In-Page Analysis
Google In-Page Analysis explains on what links people are clicking on the website. This will help websites to maximise the effect of links, by putting them in the best places. It gives a visual report of how visitors are interacting with the website which will give an overall much better understanding of its effectiveness.
Google Analytics is a really powerful tool for anyone with a website which they want to use to maximise their online impact and digital marketing. By having a better understanding of their audience, marketers can target specifically the right people for the best effect.
Digital Marketing Manager
The Internet Marketing Academy
(Image courtesy of Stuart Miles at FreeDigitalPhotos.Net)