If you’re reading this, you’ve done a lot of marketing work already! You’ve discovered your ideal client and started publishing attention-grabbing content. You’re solidly on the trail to growing your business online.
So how do you know if your efforts are working?
At Constant Flow Marketing, we use several tools to help us know if you are receiving high-quality leads, and you can, too.
First of all, there are vast reporting statistics in Facebook and Google Adwords. Customize those columns to see the relevant information. Subscribe here to get a checklist of the Facebook and Google AdWords data to monitor.
A one-two punch for tracking is Zapier paired with a customer relationship management (CRM) system. Zapier is a software that connects applications and automates actions.
The beauty of Zapier is that it can do many actions triggered by one action. For example, when a lead submits a form through Facebook, Zapier can filter it, email you about it, and send it to your CRM immediately.
The main tracking tool to know how your website performs is Google Analytics (GA). It’s completely free, and the amount of information there is astounding; it can be overwhelming, so focus on these few key aspects.
The questions we want answered from GA are:
- Are people converting on my website or landing pages?
- How are people coming to learn my business exists?
- Which platform is most likely to convert customers and which ones aren’t?
Use this data to make changes to your marketing platforms and budgets.
The first step is to set up goals in GA. This helps you decipher how many leads contacted you and how they heard about you. Here’s a video to help you set up goals. https://www.youtube.com/watch?v=2Ke3-0Jsl-I
When you get into Analytics, navigate from the left side panel to the overview section of Acquisition (1). Take a look at where your traffic is coming from (2). Then adjust your goals and see how they converted (3). Notice how you can change the dates for the data you see (top right corner).
Direct: Someone typed in your website URL into their search bar.
Organic Search: Someone typed in a search term into Google and they clicked on your website.
Paid Search: Someone typed in a search term into Google and they clicked on your ad.
Social: Instagram, Facebook, or any other social media sites where you advertise.
Display: Someone clicked on your ad when it was shown on a website as a part of the Google Display Network.
Other: Another undefined channel
Other relevant channel not shown: Referral – This is when another site refers your website.
Next, navigate (1) to see what pages people are using (2) and where they are converting (3).
Now you get to see how exactly your money translated to leads in this next area. Navigate to Conversions/ Goals/ Overview (1), click on Source/ Medium (2), and see which platforms brought in your leads (3).
After you’ve seen where people are clicking your ads, what they’re looking at when they’re on your site, and where they convert from, you’ve get a great set of data to start making more decisions about where you money goes.
Catch any costly abnormalities before they get out of hand by using the the compare time feature in the calendar section.
Once you’re familiar with Analytics, Zapier, and data from AdWords and Facebook, you’re ready to knock your ROI out of the park.
In the next post, learn how to use your phone time with ripe customers ready to buy.