Every single marketing channel your brand uses as part of its digital marketing strategy can be measured to improve overall marketing efforts.
Everything from social media to emails to landing pages and individual web pages can be tracked with their corresponding numbers and metrics.
The problem lies not in you being aware of this data, but in the fact that there’s so much data you have no idea what to do with it!
But no worries, even the most veteran of content marketer’s are susceptible to paralysis by analysis.
The key is to finding out which metrics are most important to your brand’s b2b content marketing strategy and using that information to your advantage for better returns.
Here are four ways to use your website analytics to increase your content marketing ROI by making more strategic decisions.
Guide Visitors In A Clear Direction
Look for any web pages on your site that have a high number of page views and a high bounce rate.
Popular pieces of content that have high bounce rates let you know that although the reader is probably finding value in the article, it doesn’t contain a clear direction for where the readers should go next.
This is a useful problem to have, as it allows you to come up with ways to retain those visitors and keep them clicking around on your website with the anticipation they enter your sales funnel.
Here are a few tips for improving the high page view, high bounce rate dilemma:
- Show visitors related content either in the middle or at the end of a piece of content.
- Is there something that readers need to see or some action they need to take that helps solve the initial problem addressed in the article?
- Create a clear path for visitors to take. No matter the topic or industry, there’s always some related piece of information that can better improve user experience.
Make Analytics A Daily Habit
Most analytic platforms allow you to setup daily email reports. Use daily reports to stay on top of your most popular content as well as content that is ranking on the first page of search engines.
Monitoring your content is a good way to make use of long-forgotten content that was created years ago.
If you have old blog posts that see a spike in popularity then it might be a good idea to give this hidden gem a promotional push through social media shares and posts. If you have a pricing page with climbing page view numbers then make sure you have an opt-in form next to your prices to make sure you’re catching as many leads as you can.
By making it a daily habit to check on how individual pages are performing you get an idea of your b2b marketing strategy’s strengths and weaknesses.
Understand Reader Intention
No matter the analytic platform you use, you need to understand exactly how each key performance indicator (KPI) transitions to buyer intention. Don’t get too caught up in total pageviews or pages viewed per session when you have no idea if the metric you’re looking at is a measurement of your visitors intentions.
To put it a little more simply: You need to look at what you’re trying to achieve with visitors before you start measuring every metric available to you.
If turning visitors into leads and sales is your primary goal, this understanding will give you a clearer path for combining and connecting multiple metrics, such as revenue, conversions and bounce rates, to help you understand the bigger picture.
Target Impact Data
You need to uncover what specific data is important to your business module and how it impacts your annual bottom line. You need to be utilizing metrics that can actually help you improve conversions, revenue and profit.
A few key data points you should always keep an eye on:
- Number of new users who’ve viewed your landing and individual web pages. This allows you to know which content type is most attractive and engaging to your visitors.
- Number of users who took a specific action. This can be dissected into users who filled out an opt-in form, signed up for a newsletter, downloaded something, and all-in-all anyone who makes a click while they’re on your website.
- Number of email subscribers who opened one of your emails and clicked through to your website.
- Annual number of qualified leads generated through your website alone.
- Revenue changes over time.
There are hundreds of ways to interpret your website’s data and how it impacts your overall b2b marketing strategy, but if you don’t understand your audience, the end goal or the context of each metric, then your analytic efforts can end up being completely useless! Don’t make this mistake!
But what about you and your analytics? Have you successfully improved your ROI by examining data? Not sure which data points to monitor? Need help crunching the numbers?
Feel free to to click the button below and lock down your free inbound marketing analysis today.