If you’ve ever logged into a tool like Google Analytics, chances are you may have been overwhelmed by the amount of data you could pull about your website.
Many corporations come to us wondering which data is valuable and how to find the data they need to make informed marketing decisions. The truth is, there is no one-size-fits-all approach. The data you should track and measure will vary depending on your business goals.
For example, at surface level, getting more website traffic seems like a solid goal that any business investing in digital marketing would be interested in. However, that is simply not the case.
At SyncShow, we work with a commercial landscaping company that services Ohio. They have incredible website content that brings people from all over the country to their pages to learn about landscaping tips. While getting 1,000 visits from Oregon might be great for a national landscaping company, it means absolutely nothing to our client. With them, our goal is to increase Ohio traffic. In turn, this may decrease our overall website traffic, but at the end of the day, that supports business goals.
You see, the golden rule when reviewing website data is to think about the overarching business goals.
Sure, it’s nice when your social media specialist reports to you that “we had 100 shares on our latest Facebook post,” but strategic digital marketers are asking the question, “How does this affect my bottom line?”
If your goal is brand awareness, those shares might be just the thing you were looking for. If your goal is lead generation, those Facebook shares should mean very little to you and, instead, you should be asking your social media specialist to fill you in on website traffic and conversions from social media.
The infographic below shares a four-step process your team can use to create strong data-backed goals, ensure they align with business objectives and monitor them over time.
The great news about aligning your marketing data with your business objectives is that it keeps your whole team on the same page. Gone are the days of people questioning marketing’s ROI. When marketing is working toward a common business goal, everyone is happy.
Here at SyncShow, we take the term “data-driven marketers” to a whole new level. Reach out anytime to discuss your business goals and how to make data-backed decisions to reach them.