3 Marketing Analytics Tricks


Posted: March 14, 2011 | Marketing Metrics

Online marketing has become a cornucopia of opportunities for B2B marketers. Because digital media has been proven so effective in the lead generation process, many companies are pouring dollars into the marketplace, believing they’ve found a demand generation goldmine.

At closer inspection, you may find there are still several areas of opportunity to explore and reap rewards.

Leverage the following 3 must-have marketing analytics tricks to help turn over a new stone of opportunity:

1. Sort referring keywords

Sort referring keywords by the use of ‘?’ to identify questions your target audience is trying to answer.

If you are receiving traffic to your site from questions such as; ‘How to generate more leads?’, then this is a great starting place to help update your content calendar and create information for which you know the target audience is searching.

Be the one to answer their questions and you have a better shot of building a relationship and being top-of-mind in their research for products/services.

2. Track Twitter/Facebook campaigns

To delineate between social media channels, Google Analytics is, once again, invaluable.

You can track tweets and traffic from Twitter or Facebook individually by first identifying your desired URL with a campaign tag. For example, when tracking traffic regarding marketing analytics, the URL http://www.marketo.com/b2b-marketing-software/revenue-cycle-analytics.php specifically defines what this page offers.

Use Bit.ly or another URL shortener to make it easy for users to copy and paste this page into their preferred media outlet (for example, your URL must be short with Twitter so it doesn’t take up all of the 140 character limit).

This will allow you to track visits to the site resulting from tweets. No matter where they originally found your marketing analytics page, you’ll be able to see where the tweet originated. Note: you can accomplish this whole process of tracking links clicked in your tweets specifically in one place with a tool like Hootsuite.

3. Follow traffic trends

To stay on top of how your visitors are interacting with content, Google Analytics offers an email system to alert you to any changes in activity. You can set your parameters for increased or decreased clicks, and even specify the numbers you are watching.

If you want to know when the number of visits to your lead generation page bumps above 50, you can set your alert to activate whenever your visits reach that mark. Then, Google will email you the update automatically.

Knowing this data can help you identify the success of a particular campaign or help inform real-time marketing decisions. If the spike in visitors to the page is from the search engines, there may be an uptick in demand for the topic. Armed with this data, it would make sense to draft a post about the topic and publish quickly to take advantage of additional traffic.

Analytics like these are essential to tracking leading indicators and understanding your buyers’ conversations, preferences and trends of content interest. This data can quickly alert you to subtle changes in consumers’ responses toward your brand.

The faster you can see into your consumers behavior, the better equipped you’ll be to address potential problems or opportunities.

Maria specializes in Inbound Marketing for Marketo, leading efforts in adoption of social media channels for brand awareness and demand generation. She has worked in marketing for over ten years, and specifically in online marketing including social media, search marketing, and lead generation and nurturing for the past six.

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3 Marketing Analytics Tricks

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