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
  • GN140820 dometic groundbreaking Dometic breaks ground on significant expansion in Goshen GOSHEN — As Dometic officials gathered for a groundbreaking ceremony for the $7 million expansion of their Goshen distribution center Wednesday, the work was already underway in the background. “It’s happening right now,” said Dave Schutz, vice presi

    August 20, 2014 1 Photo

  • Three Wheeled Commuter Car [Duplicate] Three-wheeled car closer to going on sale ROYAL OAK, Mich. — Your next commuter car could have two seats, three wheels and get 84 miles to the gallon. Elio Motors wants to revolutionize U.S. roads with its tiny car, which is the same length as a Honda Fit but half the weight. With a starting

    August 15, 2014 6 Photos

  • White Collar Sentencing [Duplicate] Lighter sentences sought for some business crimes WASHINGTON — The federal panel that sets sentencing policy eased penalties this year for potentially tens of thousands of nonviolent drug offenders. Now, defense lawyers and prisoner advocates are pushing for similar treatment for a different categor

    August 14, 2014 1 Photo

  • Amazon Mobile Payments [Duplicate] Amazon joins mobile payment market NEW YORK — Amazon is taking direct aim at mobile payment systems such as Square by introducing the Amazon Local Register, a credit-card processing device and mobile app designed to help small business owners accept payments through their smartphones

    August 13, 2014 1 Photo

  • BIZ GN140809 gm recall image GM recalls three vehicles for fire hazard General Motors' troubles with safety recalls has surfaced in another case, this time with the company recalling a group of SUVs for a third time to fix power window switches that can catch fire. The problem, revealed in documents posted by federal sa

    August 8, 2014 1 Photo

  • BIZ GN0808 Supershow 02 Annual RV show opens in Elkhart ELKHART— Carole and Ray Bronicki have owned four recreational vehicles during the past 25 years. Thursday they were looking for their fifth.“We sold the one we had in Texas, Ray said as he stood outside a fifth-wheel at the Midwest RV Super Show. “An

    August 7, 2014 2 Photos

  • Thor has good year ELKHART — Thor Industries Inc. has had a good year.The recreational vehicle manufacturer announced Monday its fiscal year ended in July with sales from continuing operations up 9 percent at $3.53 billion. Sales in the prior year were $3.24 billion.To

    August 6, 2014

  • Wealth Gap US Economy [Duplicate] S&P says wealth gap slows economic growth WASHINGTON — Economists have long argued that a rising wealth gap has complicated the U.S. rebound from the Great Recession. Now, an analysis by the rating agency Standard & Poor’s lends its weight to the argument: The widening gap between the wealth

    August 5, 2014 3 Photos

  • Briefly BRISTOLHiring event set for Wednesday in BristolWorkOne and auto-parts manufacturer Chassix are hosting a hiring event Wednesday.Employees are needed for more than 100 machine operator jobs and related positions.The hiring event will take place from

    August 3, 2014

  • BIZ GN140803 rv show preview image 03 RV Super Show begins Thursday Annual event displays newest recreational vehicles to customers from across the nation.

    August 3, 2014 2 Photos

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
Raw: Grief After Deadly Airstrikes in Gaza Officer Who Pointed Gun at Protesters Suspended Kathy Griffin Challenges Minaj to 'a Booty Off' Johnson: Six Arrests, No Tear Gas in Ferguson Raw: Rescue, Relief Efforts at Japan Landslide Cadavers, a Teen, and a Medical School Dream Raw: Woman Escorted From Ferguson Protests California Drought Stings Honeybees, Beekeepers Officer Who Pointed Gun at Protesters Suspended Holder Hopes to Bring Calm to Ferguson US Mission to Rescue Hostages in Syria Failed Manfred, Torre and MLB Take Ice Bucket Challenge Bank of America Reaches Record $17B Settlement Holder Reassures Ferguson Community With Visit GlobalPost CEO Remembers Foley As a Brave Man
Poll

Three Goshen elementary schools — Chandler, Chamberlain and West Goshen — are providing free meals to all students during the school year as part of the U.S. Department of Agriculture’s Community Eligibility Provision of the Healthy Hunger-Free Kids Act of 2010. Nearly 80 percent of students at Chandler, 89 percent of students at Chamberlain and 78 percent of students at West Goshen already qualify for free or reduced-price lunches based on their family income. How do you feel about the new lunch program?

I think it’s a good idea to feed all the students free of charge
I think those who can afford it should pay for their school meals
I think all students should be required to pay for their school meals
     View Results