Let’s be honest - diving into your marketing analytics probably isn’t at the top of your priority list as as a wedding professional or creative small business owner. Over the last few years, Google Analytics has garnered major hype for business large and small. Why? Data.
Interpreting data from Google Analytics can help reveal which marketing strategies are working for your business, and where there are opportunities to actually grow.
While there are layers of information you can access through Google Analytics, this starter guide is designed to give wedding professionals a quick guide to understanding website traffic and your audience, so you can improve your marketing strategy and secure new clients for future wedding seasons.
Website Traffic & Acquisition
One of the most impressive features of Google Analytics is a view of your website traffic from multiple perspectives. Google splits this info into multiple categories through your ‘Acquisition’ tab: Referral, Social Media, Organic, etc. By determining which method most of your traffic comes from, you can adapt your marketing strategies to ensure your efforts are focused appropriately.
For instance, if you notice most of your traffic is coming from organic search, that indicates your SEO is working well. Leverage your primary keywords even further by ensuring they remain prevalent throughout the pages on your website. Likewise, if Instagram is successfully driving new visitors to your website, make sure you are posting engaging content that continues to nurture that audience. Then, look at what channels may need a bit of attention and pivot accordingly. Building external referral links tends to be a challenge for many small business owners, which can be improved through online blog and media coverage that links back to your website, amongst other tactics.
Website Audience & Behavior
So, you know what channels are driving visitors to your website. Now, it’s time to understand who those visitors are how you can keep their attention. Google Analytics can act as a looking glass into where visitors come from, and what they are doing on your website once you’ve captured their attention. You’ll see how long people spend browsing, what pages are keeping them engaged and if they are completing the journey successfully as a new visitor to contact you. For instance, if your blog is ranking a bit lower on that totem pole than you’d like, build a manageable blog calendar to ensure you’re delivering a steady stream of fresh content. Or, see which of your services are resonating most with visitors by comparing one page to another. You can also see if users are new or returning which is a key indicator of how you are nurturing your existing network and attracting new visitors. Ask yourself throughout this process; is there a way to improve or streamline my website experience for a visitor?
Also, take a peek at where your visitors are coming from geographically through the ‘Audience’ tab. Understand which areas of the country or world your visitors come from - perhaps there is an opportunity to market your business to an entirely new demographic you hadn’t considered. For those wedding professionals that provide destination services, you can better understand where your next new client may be.
Pro Marketing Tip
While looking at data, it’s important to mark any sudden changes such as a spike or sudden fall in traffic so you can use successful campaigns to inspire future strategies, and avoid repeating tactics that didn’t work out well. Annotations allow you to take notes on Google Analytics pages so that in the future your data remains clear and informative [follow instructions here, from Search Engine Journal]. Say you launched a boosted Instagram post from a published wedding and saw tremendous traffic from that source in your Analytics, note it with an annotation. In the future, if you look back at your data you’ll be able to see immediately why and how you got this sudden increase, rather than searching through your editorial calendar or Instagram posts to try and pinpoint the source.
A bonus? Use Google Analytics’ newly launched ‘Intelligence’ feature to ask any question like ‘which states are most users coming from?’ and voilà - your answer appears without a deep search mission. It can also give you a snapshot of performance week over week & so much more!
To conclude, a simple view of your Google Analytics on a consistent basis can give you the insights you need to learn about your clients and prospects.
*This post was conceptualized by Samantha Spica, a valuable member of the In Good Company team
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