Your website(s) should be the home base of information for your audience to learn more. Learn about you as a company, your products or services, and what you are doing to keep moving forward. All digital marketing efforts should lead back to this home base for a greater understanding of content you sent into the marketplace.
Every website can and should be connected to analytic tools, like the most used: Google Analytics. There are many other web tracking tools, but Google is free and pretty easy to use. While there is much data you can derive when digging into the results, here are the top metrics to view for determining your digital ROI and how to best plan efforts going forward.
1. Paid Search and Referral Sources: both of these metrics will show you how people are coming to your site based on advertising and PR. Paid online advertising (generally more consumer marketing) will track the links from your ads to your site, most likely a very direct marketing campaign. Referrals (better for industry tracking) will show you where your audience is reading your content or news about you and then choosing to learn more by clicking on the link to your site. This is a great way to see what B2B industry medias are working well for you and where you may choose to invest in additional efforts.
2. Social Channels: there are so many social media outlets to choose from (facebook, twitter, linkedin, youtube, pintrest to name just a few) that it can be hard to know where time is best invested - more so dollars. See where your content is gaining the most interest so that you can best allocate.
3. Organic Search: this is the best place to learn more about your audience's interests. You can learn what people are searching for when they select you for information. Are they searching for your products, brands, people, company, pains, or competitors? Now use this information to better target your market.
Every website can and should be connected to analytic tools, like the most used: Google Analytics. There are many other web tracking tools, but Google is free and pretty easy to use. While there is much data you can derive when digging into the results, here are the top metrics to view for determining your digital ROI and how to best plan efforts going forward.
1. Paid Search and Referral Sources: both of these metrics will show you how people are coming to your site based on advertising and PR. Paid online advertising (generally more consumer marketing) will track the links from your ads to your site, most likely a very direct marketing campaign. Referrals (better for industry tracking) will show you where your audience is reading your content or news about you and then choosing to learn more by clicking on the link to your site. This is a great way to see what B2B industry medias are working well for you and where you may choose to invest in additional efforts.
2. Social Channels: there are so many social media outlets to choose from (facebook, twitter, linkedin, youtube, pintrest to name just a few) that it can be hard to know where time is best invested - more so dollars. See where your content is gaining the most interest so that you can best allocate.
3. Organic Search: this is the best place to learn more about your audience's interests. You can learn what people are searching for when they select you for information. Are they searching for your products, brands, people, company, pains, or competitors? Now use this information to better target your market.