In the world of business, numbers matter—and not just statistical figures representing sales and profit, but those indicating traffic, leads, conversion and forecasts.
In the age of social media, a thousand clicks may indicate a thousand sales, or simply just two, depending on a host of factors. This makes data integration, analytics and interpretation a crucial component of digital media marketing—whether you’re talking about your website, Facebook page, Twitter or Instagram.
Creating a strong social media presence is the first rule of online marketing. But for it to mean something, you need insight into the world of data—which is where KPIs, SEO and web analytics come in.
Meet the Metrics
Everyone loves an eye-catching website with a spunky attitude. It’s original, it’s refreshing, it grabs their attention, and it inspires them to take action (read: place an order or make a call).
If, however, you’re a law firm promoting legal services, your spunky attitude may be the very reason behind low traffic.
Most of the time, certain elements of your website are fairly straightforward. You know your product and use an appropriate tone. It’s common sense, and you feel you know it all.
Unfortunately, social media—quick and easy as it seems—can offer a multitude of opportunities that you may not even be aware of. In addition to closing the doors to future prospects, this can hamper your online presence, as in the case of a brilliant website that draws traffic but no sales.
This is why it’s supremely important to not just measure data, but know what to measure and how to measure it, and finally, what to do with it after.
In other words, it all begins by identifying the right metrics in order to determine your Key Performance Indicators, which reflect your performance against your current objectives.
Many business owners tend to confuse web analytics with digital marketing analytics, or use them interchangeably, which sheds a light on their lack of expertise.
Important as they are, each serves a different purpose, using various tools to help your business perform better. Web analytics focuses on website performance through the prism of a sales funnel. So, a web analyst would typically generate stats on page views per visit, time on site and page load speed.
Digital marketing analysts, on the other hand, don’t focus exclusively on your website. They provide a holistic view of your online performance, including traffic, leads and conversion—taking into account your performance on various social media, including online PR.
Ultimately, your online presence can give you access to data that is invaluable for your business. Why waste time and money on measuring metrics that are not likely to affect sales?
Leave it to our SEO technicians, web designers and business experts to create a stellar digital marketing plan for you!
When it comes to running a business, knowledge is power. Call Spark Plug Media and boost your brand!