Web analytics provide tools on understanding your market; from their behavioural patterns and purchasing capacity to the probabilities: what your niche market wants, how to make your site visitors keep coming back and ultimately how to convert them into devoted customers.
Today’s booming internet marketing has become more challenging and competitive not only with the mushrooming of online businesses, but also because more and more online businesses fold-up just as soon as they have started. This is primarily due to the poor analysis of market trending, demographics; and several qualitative and quantitative factors.
Three Factors to Consider in Online Marketing:
There are several factors online businesses take into consideration to determine their success or failure. Hits, or the number of times the site was viewed, used to be one such factor. These primarily say a lot about how web surfers see your site. But then, online marketers wanted to find out more than how many times they were viewed.
Web analytics devised a formula that would profile each unique visitor and store their information for future reference so it can likewise be determined when repeat visits occur. From these profiles, the marketer gets an idea of three important W’s: Who, What and When.
Who – visits you. Who was interested at first sight, but never looked at any other pages on your site? Whom did you keep engrossed so much so he/she acquired your products/services? Who took the time to fill-out your survey forms or who dropped-out of purchasing something in midstream? When answering these questions, you can now see who are those who can become potential buyers and those who just dropped in your site.
What – were they looking for that led them to you? Did the search engine they used correctly brought them to you? What kind of products/services do they need that you can perhaps provide in the future? This way, you’ll know which products or services you can improve to better suit your visitors.
What pages did they spend most of their time on? What generated more income? Maybe the search wrongly led them to you but through the web analytic information, you may have found out their specifics and formulate a game plan that would enable you to provide them with what it is they’re looking for, in the near future.
When – they viewed your site. This information is a vital part of your formula for success. Determining the peak and off-peak hours you were viewed, you may formulate marketing schemes that could increase site visits, decrease bounce rates and drop-outs.
How These Factors Help To Zero in On your Market
These three W’s will help in determining what parts of your website need improving. You can also know how to alter your web design in a way that will cater more to your niche market and influence their purchasing powers or do a general make-over by using the demographics of your audience. You have surely gathered these from the intricate and detailed report of web analytics.
These can likewise tell if you’re attracting the right traffic. If you have numbers of visits but bounce and drop-out rates are almost in parallel to them, chances are you are very likely attracting the wrong crowd. Since the onset of internet marketing and online businesses, this industry has never had more help than when web analytics came into the picture.
Understanding Content Analytics
What exactly is content analytic’s you may ask? I will provide you with that age old consultant answer to any question: “Well, it depends…” Which of course is only marginally better than responding with “What do you want it to be?”
Content analytics can be a broad church, with many different types of believers. For many its the act of applying business intelligence (BI) and business analytics (BA) practices to digital content. Howver it can span a broad panoply of content management related technologies and practice;
- Web analytics
- Digital asset management
- Faceted search tools
- e-Discovery tools
- Content de-duplication tools
- Content assessment
- Metadata tagging
- Text analytics
- Social media monitoring
- Digital forensics
- Sentiment analysis
- And more
A widely flung net indeed!
However to keep it simple and most practice my view of content analytics is one that is more akin in my mind to web analytics. It’s about analyzing how people are using or interacting with your content!
Some Content Analytics tools allow you to understand how much of your articles get read, I dont mean just how many views or how popular, for example If you have a blog, you probably think your visitors read your blog posts all the way through. In actuality, you have NO idea how much of your content people are actually reading. With Content Analytics tools you can understand exactly where your readers stop reading.
Can you see how far people get down the post and know exactly where they stop? Well if you can then you can figure out where to place Call-To-Actions (CTA’s.) The data that good content analytics can show you is insanely valuable. Using it, you can move your calls to action to the right places, adjust your copy so people consume all of it, or cut sections which may be unnecessary. Make educated decisions.
A great tool I use is called SUMOME and has a number of great apps that you can work with to understand your readers and embed targeted CTA’s around your content and articles.
Let’s dive into content marketing! Click below to get my brand new ebook completely FREE now!
This guide will introduce you to the different types of content and show how to use it to get leads and sales. The great thing with content marketing is that anyone can do it. Once you lock in on the type of content you feel most comfortable creating you can do it.
Here’s what you’ll discover in the Content Marketing 101 guide:
- What content marketing really is and why it is used by so many big businesses, even small businesses and individuals.
- How to leverage your content based on your analytic’s
- Types of content marketing and how to use them. What sort of content should you create and how do you get it out there? This chapter will discuss everything you need to know.
- Curating vs. creating content. What is the different and how does it work.
- How to use content to generate leads for your business. At the end of the day, who wouldn’t want more leads? More leads = More sales.
- Content marketing in social media and how to use it. How to use content marketing on sites like Facebook and Twitter.
- A content marketing method that’s attracting a lot of traffic to sites. It’s called…. well you will just have to download the ebook and find out!
- Content for conversion optimisation and much, much more!