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
  • NAPPANEE BOARD OF WORKS: Refurbished home brings less than cost NAPPANEE — A house that was refurbished through a grant program has been sold by city officials.On Monday, Scott Hughes of Hughes and Associates, brought an offer to Nappanee Board of Works members for the house at 151 Van Buren St. The city purchase

    July 30, 2014

  • 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

  • GN140730 Spore mug Child's death prompts carbon monoxide awareness SYRACUSE — In the wake of the carbon monoxide poisoning death of 12-year-old Skyler Spore, the Syracuse community is raising awareness about the dangers of the deadly gas.

    July 30, 2014 1 Photo

  • NWS GN140730 stormwater board Orchard annexation gets $500,000 boost Stormwater board increases contribution toward $7.5 million project

    July 30, 2014 1 Photo

  • GN140730 city council summit 01 Street chief says more money needed to avoid cutting services GOSHEN — The last year has been a particularly rough one for the Goshen Street Department, and the budget for 2015 is likely going to reflect much of that pain in the form of a significant increase in funding requests.

    July 29, 2014 2 Photos

  • Jace Michael Mast TOPEKA — Jace Michael Mast, infant son of Earl and Esther (Lambright) Mast of Topeka, was stillborn at 9:40 p.m. Monday at Dupont Hospital, Fort Wayne. In addition to his parents, he is survived by a brother, Evan Wade Mast, at home; grandparents, Ri

    July 29, 2014

  • nipsco property Construction to close N. Fifth St. for most of a year

    GOSHEN — Motorists who use North Fifth Street should plan to find a new route for the coming year. Monday the Goshen Board of Works and Safety members accepted bids for a North Fifth Street reconstruction project from Clinton Street to Crescent Stree

    July 29, 2014 1 Photo

  • SLIDESHOW: Pets of the Week Cats and dogs looking for loving homes at the Humane Society of Elkhart County. These are the final days of the HSEC's July special: adopt in July and receive 25 percent off your adoption fee for dogs and cats under 5 years old or 50 percent off those 5-years-old or better.

    July 29, 2014 11 Photos

  • SLIDESHOW: The week in photos

    July 29, 2014

  • School board All Chandler students to get free lunches

    July 28, 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

With military action and tensions escalating between Russia and Ukraine, as well as Israel and Palestine, are you worried that the U.S. and other nations may get drawn into these conflicts?

Yes, it is a great concern of mine
I’m a little worried, but not too much
No, I’m not worried at all
     View Results
AP Video
Raw: Japanese Soldiers Storm Beach in Exercises Raw: Weapons Fire Hits UN School in Gaza Raw: Rocket Launches Into Space With Cargo Ship Broken Water Main Floods UCLA Two Women Narrowly Avoid Being Hit by Train In Virginia, the Rise of a New Space Coast New Sanctions on Key Sectors of Russian Economy Crayola Announces Family Attraction in Orlando US Ready to Slap New Sanctions on Russia Kerry: Not Worried About Israeli Criticism Boater Rescued From Edge of Kentucky Dam Girl Struck by Plane on Florida Beach Dies Rodents Rampant in Gardens Around Louvre House to Vote on Slimmed-down Bill for Border Looming Demand Could Undercut Flight Safety Raw: 2 Shells Hit Fuel Tank at Gaza Power Plant Raw: Massive Explosions From Airstrikes in Gaza Giant Ketchup Bottle Water Tower Up for Sale Easier Nuclear Construction Promises Fall Short Kerry: Humanitarian Cease-fire Efforts Continue