Every week we put our President, Gary Stockert, on the spot to answer 3 questions in 3 minutes. Gary doesn’t know what questions will be asked or even WHEN we will barge into his office and demand answers! We live in a time period of short attention spans and a sea of knowledge at our fingertips, it is up to him to explain and distill these questions into short and easy answers for you! This week he was asked about marketing analytics and how to use them properly.
1. How Frequently Should you Check your Analytics Reports?
Once a month is the minimum you should be checking analytics reports to be sure everything is, at the minimum, tracking data! Once you know things are set up properly and data is being tracked, you can begin to analyze the data collected.
When comparing data, you want to be sure you are looking at the same date set, it sounds simple, but you would be surprised how many people compare month to month even when february only has 28 days. If you are a larger company that has high volume traffic, checking weekly or even daily can make sense to keep closer tabs on what the numbers are telling you.
2. How Can Brands Optimize Google Keywords?
Everyone wants to be the number one ranked link for all of their ideal keywords, but ranking for any old keyword isn’t the most important aspect of Search Engine Optimization. Neither organic nor paid alone can create ultimate success. To optimize Google keywords it is best to start with the keywords that are already driving traffic. Take your current top 20 ranking keywords and put your paid & organic efforts on those instead of setting your sights on your ‘ideal’ keywords.
3. What’s the Most Important Marketing Step that Most People Skip?
We might be biased because we are an analytics driven company, but we see this mistake all of the time: Lack of Tracking! You would be so surprised to see how many companies don’t even have the proper pixels and analytics set up. If you don’t know the current situation, you can’t begin to make progress towards improving. With the larger, more established companies, understanding the full story of the data is the second most skipped step. There are many factors that contribute to a company’s success. It is important to understand the data for the less popular metrics to look at, such as, the ratio of page views to conversions or number of impressions it takes to get a conversion. All of those aspects are contributing data that add to the bigger picture. Let the data tell you a story, so that you can quantitatively understand the current situation and create a strategy that you think will shift those numbers in your favor.
Thanks for reading this weeks blog about Gary’s 3 in 3! If you enjoyed this blog check out the full video HERE, and join us next week for another 3 Questions in 3 Minutes from Gary Stockert.
Don’t forget to send us your questions at firstname.lastname@example.org to have Gary answer your questions related to anything search & social.