These days, all the buzz is about content marketing. Whether you’re a commercial printer, digital printer, or a marketing firm, gaining new customers is about drawing people in rather than pushing your information out. When customers are ready, they will find you.
Effective content marketing requires more than just having good content on your website for people to find. It requires monitoring your site activity so you know who’s coming to your site, where they are coming from, and as much as possible about who they are so you can make your inbound efforts more effective. To this end, if you haven’t taken a good, hard look at your Google Analytics dashboard lately, it’s time to do so.
Google Analytics has become incredibly sophisticated, and it continues to be free. There is no reason not to be using this tool to improve your understanding of customer and prospect activity and improve your sales.
For example, through my website, Digital Printing Reports, I sell “state of the market” analysis; pre-written, brandable white papers to help printers market their businesses; and custom writing services. Based on what I learned about my site traffic over the past week, here is what I know about the kind of people who are interested in what I have to offer:
- Twice as many people are coming from Facebook than LinkedIn.
- One in four people are visiting on mobile devices.
- Visitors are hitting an average of 4 pages on the site and spending a total of 3:03 minutes there.
- On the first visit, the overwhelming majority view my “about Heidi” page; on the second visit, they go straight for the content and hit the white papers and 2x as often as the reports.
- Visitors spent 200% more time on the site when coming from desktop devices than mobile.
- Desktop users are using primarily Firefox and Chrome, with a smaller but significant percentage using Safari.
- All of the mobile traffic has been iOS.
- The majority of vistors are between 25-34 years old with a slightly higher percentage being male.
- The predominant interests are individual sports — running/walking and cycling — along with technology, cooking/food/wine, and travel/tourism/historical sites.
- I have a noticeable percentage of traffic coming from Brazil.
What can I learn from this to improve my marketing?
- I should level of priority I place on Facebook over LinkedIn.
- I should spend more time optimizing the site for mobile (for example, finding better formats for handling the viewing of sample pages on mobile devices).
- I should spend more time driving traffic from decision-makers the area of content marketing (white papers for SEO/branding/site downloads) than “bigger picture thinkers” responsible for business direction.
- I should continue to watch the engagement from Latin America. If it continues to rise, I may want to consider adding Spanish language versions of some or all of my content
- Enough people are still using Safari that it demands attention from the web designer.
- As an avid runner, I might want to add something on my “about Heidi” page to personalize the connection with my site visitors. After all, ultimately, people buy from people—not businesses.
If you haven’t looked at your Google Analytics reports lately, you might be surprised what you can learn to help you better market and promote your business.