Recently we’ve been providing some tips on how to grow your business, from getting better customer insights to improve your site and the overall experience to social media targeting and much more besides.
We want to scale it back a bit though, especially for those who are just venturing into the world of online marketing, whether they’re a smaller start-up, an SME or a bigger business that wants to improve the impact of their overall web presence.
When starting out it’s essential to remember that Google is your friend. 77% of the globe favours Google as its search engine of choice, and with over six-and-a-half billion searches performed every day worldwide, it pays to get to know one of your biggest allies a bit more intimately.
Though anybody anywhere can use Google’s software and tools at any time, and though they’re highly accessible, that in itself can cause problems for business owners and senior managers.
How on earth are they supposed to find the time to run their business, build relationships with suppliers and customers and learn about the intricacies of how one of the world’s biggest companies works?
Education, education, education
Working with an agency experienced in online marketing is one of the best ways to not only grow your business, but gives you a better overall understanding of how businesses like Google work in the simplest terms to give you a solid platform for future growth.
A good agency will work alongside you to build a bespoke, creative lead generation strategy that targets only the most relevant leads for long-term growth. They’ll then take that work from your shoulders, leaving you time to run your business, manage your teams, build relationships with your core customers and much more besides.
One of the biggest benefits of working with an agency though is that a strong relationship will go a long way to educating you about the basics of online marketing at the very least.
With Google having a share of approximately 90% of the UK search market, it’s so important to become familiar with how it operates on a simple level to become more attuned to a digital way of doing things.
Tips on building a stronger business with Google Analytics
You may have taken a peek at Google Analytics before yourself – its basic metrics are great for seeing how many people have visited your website, isn’t it?
Google Analytics offers so much more than that information, though. We’ve previously written how businesses are able to use Google’s tools to implement a sales funnel into any website, for instance, to see how people are interacting with your sales process and how it could potentially be improved.
So, what are the best ways to utilise Google Analytics as part of a wider growth strategy?
1: Performing a full campaign audit with a data-first approach
Google Analytics provides both basic and complex data, which is so incredibly important to business growth.
Collecting it transparently too isn’t just a must with GDPR on the way, it’s also essential for building stronger relationships with your customers. When clear about the metrics you collect, Google Analytics can provide amazing behavioural data that shows exactly how people are using your website.
You can see which pages people are most interested in and which they don’t stay on, which ones convert best and which ones need more work, the places they’re coming from (search engines, social media…) and much more to build a strong picture of how the digital side of your business is currently performing and what can be done to improve it.
2: Reduce budget wastage by analysing behaviours
Putting some of your budget into PPC campaigns and paid social media is a great way for companies with growth ambitions to almost immediately reach out to the targeted prospects that will matter most to them in the long-term.
Paid search and social campaigns could end up taking a large chunk from the budget though if you don’t use Google Analytics in the right way to research behaviour patterns.
For instance, if you’re spending more money on a Facebook campaign than a PPC campaign, but the PPC campaign is converting more sales, that information can be key to refining your campaigns and putting money into the channels that work best for you.
That data too can be essential for building more creative campaigns and experimenting based on how that traffic enters, interacts and uses your site.
3: Track and segment users to learn more about your leads
Organic inbound lead generation can be accelerated with paid campaigns, but the data you collect over a longer period of time naturally will help you to discover more about the people who are discovering your website.
By implementing the right tracking tools too, site owners are able to measure visitor engagement numbers to see how people are interacting with your content.
That includes how long they watched a video, where they stopped scrolling down a page and more. Not only does this help site owners to keep refreshing their content, but Google also allows people to segment audiences.
Segmentation allows you to better categorise your visitors, define your target audience and much more – crucial information for lead nurturing and discovering the prospects most likely to become long-term customers.
4: Discover what users are searching for on-site
With the right know-how, you can use Google Analytics to discover what people are searching for on your website. Especially useful if you’re using a lot of products, implementing a search bar on-site not only helps people to find what they’re looking for but also gives you access to an invaluable stable of data that’s essential for optimisation and further growth.
Google Analytics can show you what people are searching for on your website, giving you useful insights into what your most popular products are. Not only great for a sales point of view, it also goes a long way to showing you the terms people are searching for to find those products, helping you to refine your content appropriately and alter your search keywords over time.
Want to know more about Google’s place in the world of online marketing and how you can use it to collect priceless data sets right now? Speak to Web Presence to find out more.
Working as a Digital Marketing Consultant since 2004, Lee helps SMEs win more business through developing effective digital marketing strategies. He is a dedicated Liverpool FC fan, dog lover and loves long country walks (and a cheeky pint) with his dog, Banjo.