Welcome to the latest installment of our new weekly blog series, If You Only Do One Thing. Every Monday, we will discuss one thing that you can start doing today to improve your marketing performance.
With so much advice floating around from so many different sources, it can be tough for marketers and small business owners to know where to focus. This series aims to help you out. Last week’s thing was Learn Google Adwords.
Today’s Thing = Install Google Analytics
If you were looking for personal finance advice, I would tell you that you have to know where you’re at before you decide where you want to go. Meaning, before you can set a budget and investing plan, you have to know how much you make, how much you spend, and what you spend it on today.
It’s the same in marketing. Before you can set an effective, forward-looking strategy, you have to know what is happening today. What’s working? What’s not working?
And a great way to measure that is with Google Analytics. For those that are not familiar, Google Analytics is a free tool that you can use to monitor the activity on your website. It’s easy to setup and install on your website, even if you are not a programmer. It’s just a short piece of code you will add to every page on the site, and it does the rest.
Once Google Analytics is running on your site, a whole new world of information opens up to you. You can see how many people are visiting your site, where they are coming from, what they are looking at, what device they’re using, how long they are staying, and how frequently they’re coming back. There is too much information available to you for me to list here. But Google offers free analytics training so that you can get the most out of your Google Analytics reports.
You can use the data that you collect to help you determine what’s working, what needs work, and where your biggest opportunities lie in web design, development, advertising, SEO, and ecommerce conversion. It can be a marketer’s best friend.
If you only do one thing, install Google Analytics on your site and start training yourself to use that data to make more informed decisions.
Share “If You Only Do One Thing” with all your marketing friends, and suggest future topics in the comments below or on Twitter @zheller.