Goshen News, Goshen, IN

Local News

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
Local News
  • GN140420 ysk kalil 01.jpg You Should Know: Anthony Kalil GOSHEN -- Goshen native Anthony Kalil has been awarded a Richard Trucker Career Grant, which includes a $10,000 cash prize. He currently lives in New York. The grant is awarded to three of America's top young opera singers who are selected after a by

    April 20, 2014 2 Photos

  • GN140420 The 39 Steps Taking 'Steps' in Bristol BRISTOL -- The Elkhart Civic Theatre crew is set to present the classic Alfred Hitchcock mystery "The 39 Steps" at The Bristol Opera House. Performances of "The 39 Steps" are planned for two weekends -- this coming Friday and Saturday and May 2 and 3

    April 20, 2014 1 Photo

  • GN140420 Kokomo Tornado 03 Recent decisions by FEMA have frustrated state and local leaders KOKOMO, Ind. -- Pamela Jackson thought she was lucky to escape harm as a tornado bore down on her neighborhood last November. She huddled in a bathroom with her two disabled sons, critically ill husband and six other family members as the twister ble

    April 20, 2014 2 Photos

  • GN140418 ghs high mileage team 12.jpg Goshen High School Super Mileage team to compete in national competition for third straight year GOSHEN -- The Goshen High School Super Mileage team is heading to Houston this week to compete in the Shell Eco Marathon for the third consecutive year. The team, led by engineering technology teacher J.J. Johnson, is taking two cars to the competiti

    April 20, 2014 5 Photos

  • BIZ GN0420 tech talk image Mistakes businesses make with their home page Mistakes businesses make with their home page

    April 20, 2014 1 Photo

  • GN140420 boston marathon 04.jpg Undeterred by last year's bombing, several locals return for Monday's Boston Marathon GOSHEN "Boston Strong" is the moniker that emerged from Boston a year ago, describing the way people dealt with the tragic events that marred the 117th annual running of the Boston Marathon. Three spectators were killed and 264 more people injured w

    April 19, 2014 5 Photos

  • GN140419 good friday 04 Local Christians reflect in advance of Easter Sunday GOSHEN - Members of the community gathered at First Presbyterian Church of Goshen to observe Good Friday with a Stations of the Cross tour.

    April 19, 2014 2 Photos

  • Briefly Elkhart Store opens at mall Creative Life Memories is now open at Concord Mall. The store is owned by Jose Elizalde, a native of Chicago, Goshen College graduate and resident of Elkhart County. CLM specializes in engraving and personalizing small gif

    April 19, 2014

  • GN140419 cyclists return 05 Trio of GC alums return from Pan-American trek GOSHEN — The dream for a pan-American cycling adventure was born for Levi Smucker, Abe Stucky, and Michael Miller on the couches in a dormitory room at Goshen College in late 2010,

    April 18, 2014 5 Photos

  • GN140419 children's book experience 'Children's Book Experience' Saturday at Better World Books

    A “Children’s Book Experience” for young people in elementary and middle school is set from noon to 4 p.m. Saturday at Better World Books in downtown Goshen.

    April 18, 2014 1 Photo

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.
Poll

There has been discussion at West Goshen Elementary School to require mandatory student uniforms in the future. How do you feel about the prospect of mandatory student uniforms in a public school environment?

I think it’s an excellent idea that is way overdue
I think it’s a bad idea and would be restrictive for students and parents.
     View Results
AP Video
Raw: More Than 100,000 Gather for Easter Sunday Raw: Greeks Celebrate Easter With "Rocket War" Police Question Captain, Crew on Ferry Disaster Raw: Orthodox Christians Observe Easter Rite Ceremony Marks 19th Anniversary of OKC Bombing Raw: Four French Journalists Freed From Syria Raw: Massive 7.2 Earthquake Rocks Mexico Captain of Sunken SKorean Ferry Arrested Raw: Fire Destroys 3 N.J. Beachfront Homes Raw: Pope Presides Over Good Friday Mass Raw: Space X Launches to Space Station Superheroes Descend on Capitol Mall Man Charged in Kansas City Highway Shootings Obama Awards Navy Football Trophy Anti-semitic Leaflets Posted in Eastern Ukraine Raw: Magnitude-7.2 Earthquake Shakes Mexico City Ceremony at MIT Remembers One of Boston's Finest Raw: Students Hurt in Colo. School Bus Crash Deadly Avalanche Sweeps Slopes of Mount Everest