Goshen News, Goshen, IN

Business

August 19, 2013

Track the effectiveness of your online marketing

Most growing companies recognize the important of having a strong online, digital presence.  

Potential and existing customers are searching for information online, mobile web use for finding information prior to purchase continues to grow, and social media networks have reached a tipping point where more people participate than don’t participate.  Once a company has its website, blog, and social media properties in action, the key becomes how to measure and improve the performance of these different areas.

A valuable way to begin measuring is to use a free tool like Google Analytics. With Google Analytics added to a company’s website and blog, a company can measure and watch changes in traffic to the website, time spent on the site, how traffic came to the site and more. I’ll review a few features within Google Analytics that can offer valuable insights and data as a first step in tracking the effectiveness of your online marketing.

To iterate, Google Analytics is a free tool. It does require adding a select piece of custom code they provide to your website and blog. Once installed, this provides the means for Google to deliver analytics to you via your private dashboard. A few key areas to review include:

Audience

 In this area you are able to view by date range the number of visitors to your site, as well as unique visitors (some visitors will come back more than once, so a unique visitor is counted once). Other important details in this area are ability to see where your traffic is coming from, including ability to drill down to view by city where traffic is coming from. There is also a breakdown of type of device a visitor is using such as a desktop, tablet, or mobile phone. This is helpful to track over time to understand trends and inform how you make website updates.

Also within the audience area is the ability to see how many pages a visitor views during their visit and the time length they spend on the site. A goal over time would be to increase the number of pages a visitor views and to also see an increase in their time on the site. The more pages they view and the more time they spend on the site is an indicator of stronger interest in what your company offers.

Traffic sources

This allows you to see where your traffic came from right before coming to your site.  As well, you can see keywords that users searched on to reach your site. This is informative and can help guide the type of content you write more of in future blog posts. The traffic can be broken down into details such as how many came from Google organically (not through an ad); how many came to your site through a Google ad (paid search); and other sources such as Facebook and Twitter. Over time this helps you understand how your marketing on those other platforms and possibly ads you are running on Google or Facebook are impacting traffic to your site.

Content

The content section allows you to see what content had the most traffic in a given time period. It includes ability to find any page or blog post and see the amount of visitors who viewed that page. This, of course, is helpful to enable a company to view what pages on the site were most popular and if ads were being used to drive traffic, whether those ads spark more traffic to the page that was specified. Viewing the statistics on content popularity over time can help inform what is of interest and priority to visitors that can impact future content and marketing strategy.

This is a very basic overview of the power and potential a tool like Google Analytics offers companies. There are many more features that can be used. The key, however, is regular review and watching for trends and results based on your company’s digital marketing plans, followed by making adjustments to improve one’s marketing and content based on the findings.

Mike Gingerich leads the Social Application division of web design company, Digital Hill Multimedia (http://www.DigitalHill.com). He is a co-founder of TabSite.com, a leader in Facebook fan page tools for businesses. TabSite offers brands the power to boost Facebook marketing with contests and promotions. For more information on TabSite, please visit www.tabsite.com.

1
Text Only
Business
  • BIZ GN140801 eby ford image 02 Eby Ford renovates showroom and more GOSHEN — The remodeled and expanded Eby Ford, Lincoln, Mercury dealership was celebrated Thursday night during an open house and ribbon cutting. “Without our awesome customers, we wouldn’t be here,” said owner Todd Eby as he addressed the crowd of fr

    July 31, 2014 2 Photos

  • Economy GDP-3 [Duplicate] U.S. economy heating up First quarter growth hits 4 percent

    July 30, 2014 2 Photos

  • BIZ GN0731 soapy gnome image 02 Soapy Gnome offers sustainable skin-care products GOSHEN — You can smell the fragrant products in the Soapy Gnome shop before you get to the front door. Tucked in a walkdown storefront at East Lincoln Avenue, at 111B, Jenny Frech and her husband Jeremy Friesen recently moved the store to the locati

    July 30, 2014 2 Photos

  • BIZ GN0730 Growing kids daycare image New day care center will open in August GOSHEN — There’s a Main Street in downtown Goshen and now there’s another, shorter Main Street in Goshen. The new road is located inside the new Growing Kids Learning Center.The newly-built center is located at Elkhart Road and C.R. 17. The day care

    July 30, 2014 1 Photo

  • Digital Life Review Amazon Phone-9 [Duplicate] Amazon Fire breaks ground for phones NEW YORK — What I find fascinating about Amazon’s Fire phone isn’t the gizmos such as the 3-D imagery or the camera scanner that helps you get more information about products.Rather, I like that Amazon is thinking a lot about how phones ought to work

    July 28, 2014 5 Photos

  • News and South Bend Tribune reach delivery agreement GOSHEN — The Goshen News announced today it has reached an agreement with the South Bend Tribune to have its newspaper carriers deliver the Goshen News in Elkhart, LaGrange and Kosciusko counties. According to Publisher Ron Smith, the agreement will

    July 28, 2014

  • BIZ GN140727 urban gypsy image Crafters open Urban Gypsy & Co in Goshen GOSHEN — A shop filled with colorful and fragrant items along East Lincoln Avenue has become part of the growing arts and artisan culture in the city.Urban Gypsy & Co. is at 111 E. Lincoln Ave.Missy Wrathell, Elkhart, and McKenzie Beiler and Kristin

    July 27, 2014 1 Photo

  • PicPlayPost: App to create dynamic collages If you have a smartphone, you’ve likely seen and used various photo collage apps that allow you to add multiple photos that are then combined into one image collage. There are many to choose from and they all work about the same.PicPlayPost is differ

    July 27, 2014

  • Fast Food Workers Convention-3 [Duplicate] Fast food workers push wage hike CHICAGO — Fast food workers say they’re prepared to escalate their campaign for higher wages and union representation, starting with a national convention in suburban Chicago where more than 1,000 workers are expected to discuss the future of the ef

    July 25, 2014 1 Photo

  • Supreme Industries reports improved quarter GOSHEN — Supreme Industries Inc. reported Thursday its second quarter sales and income were up. The company, which makes specialized commercial vehicles, reported its consolidated net sales from continuing operations grew to $71.6 million in the seco

    July 24, 2014

Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
AP Video
Couple Channel Grief Into Soldiers' Retreat WWI Aviation Still Alive at Aerodrome in NY Raw: Rescuers at Taiwan Explosion Scene Raw: Woman Who Faced Death Over Faith in N.H. Clinton Before 9-11: Could Have Killed Bin Laden Netanyahu Vows to Destroy Hamas Tunnels Obama Slams Republicans Over Lawsuit House Leaders Trade Blame for Inaction Malaysian PM: Stop Fighting in Ukraine Cantor Warns of Instability, Terror in Farewell Ravens' Ray Rice: 'I Made a Huge Mistake' Florida Panther Rebound Upsets Ranchers Small Plane Crash in San Diego Parking Lot Busy Franco's Not Afraid of Overexposure Fighting Blocks Access to Ukraine Crash Site Dangerous Bacteria Kills One in Florida Workers Dig for Survivors After India Landslide Texas Scientists Study Ebola Virus Smartphone Powered Paper Plane Debuts at Airshow Southern Accent Reduction Class Cancelled in TN
Poll

Classes at Goshen Community Schools and St. John the Evangelist Catholic School will begin the 2014-15 school year on Thursday, Aug. 7. School corporations throughout the state have been trending toward earlier start dates the past few years. When do you think school should start?

I think early August is a good time to start
I think later in August would be a good time to start
I think school should start after Labor Day
     View Results