How to Use Marketing Management Analytics to Enhance Overall Business Success


Knowing how a website or site page is performing is crucial to the success of any business. Sometimes businesses hire others to stay informed and sometimes they build an in-house team. No matter who does the performance montoring it should be monitored and progress should be noted. In other words, if you don't know how your website is performing you may not be fully aware of how your business is performing. There are many ways you can track page performance and plan your content marketing SEO strategy.

Marketing management analytics and small business SEO can help achieve overall business goals and success. Keep in mind how you can best apply SEO strategies for meaningful marketing analytics.

First, identify what information is out there, what is important, and where you should start. For more about how you can leverage marketing analytics check out the blog post below. 

If you are new to analytic tracking for marketing and sales purposes, it can seem overwhelming, but don’t fret. We will break it down in a manner that will help you see the most practical applications for your business.

Businesses no longer have to dump marketing dollars into print ads or paid advertising. Most businesses have a website, and if you have a website then you have the potential to be found. The most beneficial way to achieve this, is to master Inbound marketing and SEO.

There is no doubt that SEO is important. Your business needs to adapt to the changes in the new consumer search-driven landscape.

In the words of HubSpot CTO Dharmesh Shah, “Solve for the humans!”

The rank of a piece of content in search engine results typically comes down to two key drivers: relevancy and authority built through content on your website.

When optimizing your content, focus your content and copy on specific keywords that match what people are searching for online.

For this purpose, keywords serve as the compass that guides the way to both SEO and overall business success. But how do we use them in a way that will please both the search engines and ‘the humans?’

Researching your keyword strategy is one of the most important tasks a business owner or marketing manager can do to help generate a successful inbound marketing campaign strategy. Use a keyword strategy that satisfies both the overall business goals and the needs of the target audience. Keywords should be used in an educationally creative manner based on your predetermined buyer personas. Search engine optimization should always take a back seat to providing your website visitors with valuable information that moves them through the customer lifecycle. Be sure you are purposefully using these keywords to build your website and content in a meaningful way. Beware not to arbitrarily add keywords just to please the search engine - this is known as keyword stuffing and will cause you to be penalized by search engines. Each keyword used should be implemented in a value adding, educationally creative manner to describe your value proposition, products, and services.

Important places to include these keywords to improve site page SEO:

  • The URL
  • The page title
  • The meta description tag
  • The on-page headings
  • Throughout the page content

Integrating these simple tips into your marketing, website design, and content production strategy will help boost SEO and allow you to zero in on what is working and what isn't.

Increased SEO content optimization will increase website traffic. Once the traffic flow is increased, you can evaluate the pages that are properly optimized and ‘working’ and the ones that may need some further work. Metrics to note when analyzing content and website performance include:

  • Page performance
  • Views
  • Keyword count
  • Keyword ranking
  • Inbound links
  • Referrals sources
  • Visits from paid search
  • Contacts from paid search
  • Visits from organic
  • Contacts from organic
  • Visits from social media
  • Contacts from social media

To inspire you to start boosting your own SEO strategy, explore the following statistics that other marketers have discovered when using an effective SEO strategy for their businesses:

We hope you have enjoyed our guide to optimizing your site for both visitors and search engines.

Next time we will discuss how tracking these analytics can allow you to draw conclusions about behavior patterns, consumer demand, and other factors that may affect your marketing strategy and content creation process.

6 Marketing Metrics Your Boss Actually Cares About


You might also be interested in:

How to Crush Your Local SEO Marketing

Content Marketing SEO for your Business Blog

How to Add Value to Your Email Marketing Campaign Strategy


Topics: Marketing, Inbound Marketing, Analytics

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