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Google Analytics
Google Analytics can provide organisations with vast and invaluable insights into website performance. Although Google Analytics may appear more daunting at first, it can actually be easy to master after some advice and a few hours of experience. Need a hand connecting google analytics to your website? We can help.
When you are up and running, there’s a few ways you can get started analysing and understanding your website performance and building out a digital marketing strategy.
Landing Pages
Filtering your website traffic by landing page, allows you to understand which pages are performing best for you. Understanding this information means you can then establish how to replicate what is working well across to other pages. To view Landon page data, navigate to the left-hand toolbar and find All Traffic – Channels – Landing Page. Here you can see which landing pages are bringing in the most traffic as well as which convert best for you.
Goal Completions
You can also set goals to measure specific interactions and engagement on the site, for example contact form completions can be setup as goals. To find this data, simply navigate to the left-hand toolbar and find Conversions – Goals – Overview. If you need advice on how to set up these goals, contact us for a tutorial.
Channels
One of the key metrics you should use when analysing traffic in Google Analytics is breaking visitors down by channel. Channel refers to the way traffic reaches a website, from social media to organic rankings. This data can show what areas of you digital strategy is working well and what is not. To find this data, navigate to the left-hand toolbar and find Acquisition – All Traffic – Channels.
Google Search Console
Google search console provides great organic search data related to your website. You can view the amount of people who search for you company, how many people visit your website through organic searches and how high you rank on search terms related to your website. This data can show your strengths and weakness when competing for clicks on Google.
Google my Business
Google My Business is a free service used by many across the UK and beyond. Google enables organisations to create a business profile that can be found specifically on google. The profiles can include reviews from customers, locations on maps and opening times with links to websites, email addresses and telephone numbers. This profile can often act as a quick way for customers to find and contact your business.
Google Garage
Since 2015, Google have trained over 700,000 people, to help them grow their career or business. Across Britain, local businesses, communities and people are using Google tools and training to thrive. You can accelerate your business with free online digital skills courses in everything from marketing to coding and beyond.
Google Ads - key word planner
Google Ads is the platform used to create and manage Google Pay Per Clock (PPC) adverts. This account is free to setup and a cost is only implemented when a campaign is activated. The tools on this platform are free to use and very helpful. The keyword planner can help generate keyword ideas based of a few starting search terms you can think of relating to your company, product and industry. You can also find out how much these search terms would cost to bid on and how many people search for them on average every month. Researching search terms is a key part of every digital marketing strategy to ensure your website is ranking for relevant search terms all year round so people can always find your site.
Moz
Moz hosts a suite of campaign-based tools called Moz Analytics that included features for content, social media, and brand management in addition to links and rankings. After creating a free account, you have access to several free tools that provide insight into a website’s domain and page authority figures, inbound links and keywords. These tools are great for highlighting your position in the market and reviewing competitor sites too.
Hootsuite
When done right, social media posting can be a worthwhile yet time consuming exercise. Organisations with a focus towards social Media communication could benefit from a social media scheduler like Hootsuite. Tools like Hootsuite enable content to be posted across multiple platforms and at scheduled intervals. This can free up time and maximise the effectiveness of the content. Anyone can create a free account, however it does have the following limitations:
Schedule up to 5 posts
Access to only one user
Connection to two social media accounts
If you decide to upgrade to the paid package, you can benefit from:
Unlimited users
50 social media accounts
Schedule unlimited accounts
Access all messages from one inbox
24/7 support
Assign posts
Mailchimp and Email Blaster
Email is one of the most common methods of communication between contacts and businesses. Email marketing is a great way to update your customers on business events, new stock inventory or specific subscriber offers. Mass marketing tools like Mailchimp and Email Blaster enable marketing teams to send one email to multiple selected contacts. These tools allow company’s to segment their database of customers and contact them in one swift email. The tools send copies of a bespoke designed email to each individual contact and tracks it interaction.
Mailchimp allows free users to email up to 2,000 contacts at one time on the free package. Emailblaster allows you to open a free account and operate initially under a free trial. The key advantage to these tools is you don’t need to be an expert in HTML or code to get started, as they are drag and drop builders.
Affinity design software, Adobe mobile apps and more
The Adobe creative suite is the common choice for most graphic designers, however this does come with a price tag. There are alternative work arounds for those wanting to create equally staggering and beautiful content with out forking out a small fortune.
Affinity is a competitor of Adobe, they offer a 30 day free trial to use their platforms that equal to adobe’s photoshop, illustrator and Indesign. You can activate a new trial with new email address, so if you hold a lot of email address, you can make the most of your design budget. Affinity offer a modest and affordable updraft after the trial ends with a one off purchase fee of £47.99 per a programme. This one off payment can seem very appealing when compared to the reoccurring cost of Adobe Creative Suite.
If you would rather stick to using Adobe software, you can download free Adobe apps on you iPhone or tablet. These include but are not limited to Photoshop Express, Photoshop fix, Photoshop Mix, Adobe Comp for creating email and print content and Premier Rush for video editing. These combined are capable of delivering some truly impressive content which can also be mastered on the go, extending the amount of work you can accomplish no matter where you are. It is advised to explore other apps too, the Enlight software apps cover very similar areas of content creation that Adobe covers, but with the added USP that they were specifically built to be used on the a smart phone or tablet, making them slight easier to use and contain better features.