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
  • NWS GN0725 clinton frame church 01 Clinton Frame eyes new conference after gay marriage split GOSHEN — There appears to be a schism forming within the heart of the Mennonite faith, and at epicenter of that schism is what some in the denomination perceive to be an increasing support for or affirmation of the controversial issue of same-sex marriage among certain Mennonite congregations.

    July 25, 2014 1 Photo

  • Shipshe Town Hall Council awards street improvement project contract

    The Shipshewana Town Council awarded a contract Thursday for the North Street Improvement Project to low bidder Rieth-Riley Construction Co. of South Bend for $125,152 and approved a notice to proceed with the project. 
    The South Bend company nudged out Niblock Excavating and ATI Construction, who were both within $1,328 of the winning bid.

    July 25, 2014 1 Photo

  • GN140726 rodeo 04 4-H FAIR: Cowboys appreciate energetic crowd GOSHEN – During the school year, Shawn Coleman drives a school bus in tiny Colfax, Indiana about 20 miles southeast of Lafayette. During the summers, the bus driver becomes a cowboy. Friday, he made his favorite stop. The rodeo, including Coleman, ca

    July 25, 2014 2 Photos

  • SLIDESHOW: Fair auction and rodeo

    July 25, 2014

  • GN140726 fair face good 01 FAIR FACES: Good's been great for horseshoe competition GOSHEN — For nearly two decades, Judy Good could be found along the sidelines of the horseshoe pit, keeping score and cheering for her husband.

    July 25, 2014 1 Photo

  • Green Earth Education Day today GOSHEN — If you see some outfits that seem a bit “recycled” or even “trashy” at the Elkhart County 4-H Fair today, don’t be alarmed.

    July 25, 2014

  • GN140725 tractor pull 02 4-H FAIR: Annual tractor pull brings out locals as well as pros GOSHEN – The thick black smoke billowed into the air, carried by the breeze over the crowded grandstand Thursday as the engines revved and roared during the tractor pull Thursday at the Elkhart County 4-H Fair.

    July 24, 2014 1 Photo

  • GN140725 Harris mug Guilty plea in attempted robbery with hammer GOSHEN — A Michigan man pleaded guilty in Elkhart Circuit Court Thursday to a charge of attempted armed robbery using a hammer.

    July 24, 2014 1 Photo

  • NWS GN0725 clinton frame church 01 Local church splits with conference over gay marriage stance GOSHEN — Finding themselves at odds with their brethren over the issue of gay marriage, Clinton Frame Mennonite Church officials released a statement Thursday announcing the church will no longer be a part of the Indiana-Michigan Mennonite Conference.

    July 24, 2014 1 Photo

  • GN140725 fair faces flowers 2 FAIR FACES: Nappanee teen paying it forward GOSHEN — After receiving generous support during last year’s livestock auction, 15-year-old Lane Flowers decided this year it was his turn to give back.

    July 24, 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

Last weekend (July 12) the Goshen Parks Department held its Kid’s Try-athlon to promote childhood fitness and this week (July 18) the new bicycle trail is open to the fairgrounds in Goshen, offering residents a healthy way to get to the annual agriculture exposition. Have you joined the local fitness movement?

Yes, I work at eating healthy and exercising
No, I am happy with my fitness level
Changing my diet and exercise frequency is a work in progress
     View Results
AP Video
Raw: Air Algerie Flight 5017 Wreckage Virginia Governor Tours Tornado Aftermath Judge Faces Heat Over Offer to Help Migrant Kids Kerry: No Deal Yet on 7-Day Gaza Truce Kangaroo Goes Missing in Oklahoma More M17 Bodies Return, Sanctions on Russia Grow Gaza Residents Mourn Dead Amid Airstrikes Raw: Deadly Tornado Hits Virginia Campground Ohio State Marching Band Chief Fired After Probe Raw: Big Rig Stuck in Illinois Swamp Cumberbatch Brings 'Penguins' to Comic-Con Raw: Air Algerie Crash Site in Mali Power to Be Restored After Wash. Wildfire Crashed Air Algerie Plane Found in Mali Israel Mulls Ceasefire Amid Gaza Offensive In Case of Fire, Oxygen Masks for Pets Mobile App Gives Tour of Battle of Atlanta Sites