The key to a successful strategy is measuring and managing the results of your campaign.
Analytics are no longer just your website- it’s on your emails, on your display campaigns and on your social media accounts.
Big brands are hungry for data, in fact they are so data driven that some would even go as far as paying out $200m to buy a social media analysis company.
Not analysing your data is like not looking at your finances. It could be costing you money – a lot of money!
With all the data floating about in cyber space, it can be tricky to make sense of it.
Here are the 5 key phrases and definitions you need to know to understand analytics
Click through rates
This is the number of unique individuals who click on one or more links in your email. This can apply to pay-per-click campaigns and emails. Email marketing is a tool which can grow your website traffic and drive sales. Those links you place in the content of your email direct the recipient to where you want them to go. In terms of pay per click (PPC), the click through rates are the number of time a user has clicked on the display advert and reached your landing page. By tracking this rate you can identify what is working, and what is not working.
This only relates to email and is the number of emails which have been opened. It takes just 2 seconds for an email to be opened, so you need to make the subject line count. Use a compelling, relevant heading which is personalised to the recipient. Your open rates are important to keep an eye because you can monitor which of your recipients are actually engaging with your communications. You are identifying which recipients can add value to your business.
- Bounce RatesA bounce rate is the percentage of site visitors who visited just one page on your website. It’s a simple metric which is a general way to gauge the efficiency of your site. The indications of this are two-fold; your site isn’t providing the information users are seeking or the user found all the information they required. To make sure that the user found all the information they required, use the right content through a call-to-action or a headline that matches the blog content. And be active and responsive on social media which again will not only meet user expectations but will give them a reason to visit your website in the first place.
Social media also offers the functionality of sharing posts and updates. This increases the reach of your communications because your followers can also post your communication within their social circles. The reach of your updates, page impressions and click through rates can be identified by Facebook Page insights which is unique to your Facebook account. We mustn’t forget other measurement and monitoring too e.g. G-shift, that also monitors social sharing and engagement, as does LinkedIn, Sprout social etc. Through the ‘share’ button, there is the likelihood that your communication will also encourage unsubscribed followers to visit not only your social media account but your website too.
Recipients can opt in to receive emails, ‘like’ your Facebook page, ‘Follow’ you on Twitter. By definition, an unsubscribe rate is the percentage of delivered email messages that generate unsubscribed requests. Generally, an unsubscribe rate of less than 1% means that you are the industry norm. Anything above this figure and you need to address the type of content you are posting. It may worth re-evaluating your email list and audience on the social media to confirm your target groups.
By understanding and making the most from the analytical tools, your communications can be tailored to your target audience.
For help and advice on web and social analytics contact us today on 01454 261111 or visit the relevant page on our website
Suggested Reading: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing. The book not only covers measurement and analytics, but 11 other essential aspects of Digital Marketing.