If you are a small business owner, you need to know how to use marketing analytics. Using this data allows you to measure the effectiveness of and to optimize the return on investment for your company's marketing efforts. There is a ton of valuable information held in those numbers. However, if you fail to look at the data from the right perspective, you may miss valuable information.
Here are five common mistakes businesses make when viewing marketing analytics:
Mistake #1 - Looking at traffic volume instead of qualified visitors.
High traffic numbers look great on paper. But, when you look deeper at that number, how many of these visitors are qualified? A qualified visitor is someone who visits your website with a particular interest in your products or services. For example, if you sell car parts, a visitor looking for brake pads is qualified. But, someone looking for a book on dolls is not.
Mistake #2 - Not understanding organic traffic.
Organic traffic happens when visitors come to your site through unpaid sources, like search engines. The visitor was looking for a particular item or topic and your website came up in the results. Understanding what drives this type of traffic to your website is crucial. It is a great source for low-cost, highly qualified traffic.
Mistake #3 - Believing your company name or industry is a keyword.
Most people look for products or services on the Internet, not the name of a particular company or industry. For example, if someone was looking for a local plumber in Atlanta, they might search for "plumber in Atlanta" or something similar. They would not search for "FGH Plumbers" unless they knew the owner personally.
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Mistake #4 - Ignoring long-tail keywords in favor of short-tail keywords.
It is important to look at all the keywords you are using. Many people focus on the hottest search words and fail to look at the traffic coming from the less popular ones. One fact many overlook is that many long-tail keywords offer steady highly qualified traffic, even if the numbers are not so high. On the other side of the coin, the shorter keywords may be highly contested and produce low-quality traffic for the most part.
Mistake #5 - Thinking fast results are a good thing.
Slow and steady produces better results. Many business owners want results and they want them now. The problem is that marketing analytics is a lot like going on a diet. Slow & steady will produce better results in the long-term than fast & furious. Fast and furious is often low quality traffic that generates few leads and almost no sales. Slow and steady shows a growing amount of organic traffic. That is usually highly qualified visitors who become paying customers.
If you can avoid these common mistakes, you can gain plenty of valuable information from your marketing analytics. This information allows you to adjust your digital marketing strategy to capture more of your target market. It makes a big difference in a successful website redesign strategy and a mediocre one.