A write up in your local paper!
Two new links to your site from targeted communities!
A mention on Forbes.com!
All of the new buzz (and traffic)!
Marketing your business takes marketing your business, proactively and to the right audience. For many businesses, investing in a public relations campaign can prove an invaluable tactic when trying to drive awareness and revenue for businesses large and small. Getting your company mentioned in a major publication (or a smaller more targeted one, for that matter!) can be the breakthrough you need to become familiar, known and trusted to a broad audience.
However, measuring the return from public relations, specifically tying it to your business goals, has been a challenge for marketers. Sure, you’ll no doubt see long-term impact from placing your business’ name throughout online and offline publications, but how do you measure success today? How do you know if increased placements have meant increased business, or if it’s all just a lot of talk?
Thankfully, we can use Google Analytics to help shed some light on the value of public relations.
The company counts on you to put out reports that track how well its marketing campaigns are doing so that everyone who cares about the marketing understands what’s working and what isn’t. You’re up to the challenge, and it really is a challenge considering everyone wants to see the analytics data their way.
The Content Marketing team wants an analytics report that shows the behavior of visitors who arrive at the website via the blog. The regional office in Austin, TX wants to see the numbers for Texas website visitors. And everybody
wants the Google Analytics Spam
removed and is curious how you’ll be handling that (no pressure)
Sound familiar? We know it does! Different groups need to see different data in their reports. How can you manage this customization without endless hours of extra work?
Megalytic Filters enable you to restrict the data that appears in a chart or table. This makes it easy to show only the Sessions where the user arrived via the blog. Or, where the user visited a promoted page. And, of course, you can use filters to exclude those annoying spam referrals like 4webmasters, best-seo-offer, etc. With Megalytic Filters, everybody wins (and you get back countless hours!)
Lets get started with some examples.
Your clients come from a world of traditional marketing—billboards, direct mail, television ads, etc. They’re used to measuring marketing ROI based on how many individuals may have seen their message, or the potential earnings one ad spot can bring. They get traditional, but they’re new to digital marketing. Anxious to get going thanks to the onslaught of marketing articles stating they should, they still find themselves struggling to get over the educational hurdles regarding digital metrics and reporting.
That’s where you–the digital marketing expert–come in.
As the person responsible for campaign reporting, your job is to communicate digital metrics in a format these traditional marketers will understand. To do this, you’ll want to select the right metrics, and then use annotated reports and follow-up conversations to explain what these metrics mean and how they correlate to your client’s bottom line.
Trying to build a successful brand? Then you’ll want to pay close attention to your analytics, or at least that’s been my experience.
As the founder and president of Megalytic, I can tell you that using analytics to inform every marketing decision we make has been a big part of our success. The key is to use analytics to measure your marketing’s effectiveness in reaching your target audience, very specifically honing in on what’s working and what is not. But to do that, you can’t just look at top-level stats like total visitors. You need to dig into the details of your data, examining specific segments of your audience to determine who is engaging with your brand and the content that is engaging them.
In this post, I show some ways our company uses analytics to yield the marketing insights that have helped us build our brand.
Think back to the last time you logged into Google Analytics (hopefully it wasn’t too long ago…). Did you see something like this?
That bell symbol found in the upper right hand corner is there to alert you of any potential issues flagged in your Google Analytics account. Google makes periodic evaluations of your Analytics implementation, and then provides notifications as a gentle reminder of how to keep your Analytics account in good shape to ensure high quality data. Officially, Google Analytics refers to these as diagnostics messages
These notifications can be helpful in alerting you to issues you may not have caught otherwise. Some issues will be simple to resolve, while others may require more thought-out solutions or help from a developer. As you never want to put off issues that may interfere with collecting accurate data, make sure to review the messages coming through as soon as you see them.
Diagnostic messages are color-coded as blue, yellow or red, indicating the severity level.
- Blue indicates a suggestion that’s not necessarily a problem
- Yellow indicates potential problems
- Red indicates the most severe problems
Let’s address a few of the analytics notifications that you might receive.