Marketing Management: Using Analytics for Better Tech Marketing


Knowing how your website or site page is performing is crucial to the success of your company. Some companies hire outside agencies and others build their own in-house teams in order to stay informed on their performance on a bi-weekly, monthly, quarterly and yearly basis.

No matter who does the performance monitoring, you should always take the time to monitor your performance as well as observing your progress. In other words, if you don't know how your website is performing, you may not be fully aware of how your company is performing.

Therefore, if you are new or need of further insight into analytic tracking for marketing and sales purposes, it can seem overwhelming, but don’t fret. Let’s break down how analytic tracking will help you see the most practical applications for your company—providing insight into performance tracking as well as effective content marketing SEO strategy.

Focus on Key Marketing Metrics

Marketing metrics are measurable data that analyzes and evaluates your company’s performance in regards to your marketing and even your overall company goals. In order to this however, you have to focus in on marketing metrics that’s worth all the data crunching. Learn more about establishing successful marketing metrics for your company with this quick In-Sites video:


Measuring Marketing Analytics

Companies no longer have to dump marketing dollars into print ads or paid advertising. With greater investments towards creating an online presence, most companies have a website. And basically once you have a website, then you have the potential to be found online by your target audience. In fact, the most beneficial way to achieve this is to master Inbound Marketing and SEO.

The future of SEO is here: understanding and marketing to specific and defined audiences through search engines.—Adam Audette

Marketing management analytics and local SEO can help achieve your company’s overall goals and success. In order to best apply SEO strategies for meaningful marketing analytics, first, identify what information is out there—especially since there is a surplus of data. Then secondly, narrow that data down into what is important, e.g.,your audience’s behavior(s). Because by focusing on what’s important, you’ll be able to pinpoint where to place your focus for future campaigns, products, etc.

For more about how you can leverage marketing analytics, check out the blog posts below:

The Importance of Search Engine Optimization

There is no doubt that SEO is important. And if you are not utilizing SEO to its full potential for your company, you will need to adapt to the changes in order to attract your target audience in this new consumer search-driven landscape.

To really win in the modern age, you must solve for humans. Every process should be optimized for what is best for the customer—not your organization.—Dharmesh Shah

In fact, the rank of a piece of content in search engine results typically boils down to two key drivers: relevancy and authority built through the content on your website. Through your analytics, focus and optimize your content, even your website copy, on specific keywords that match what your audience is searching for online—allowing you to establish relevancy with your audience and authority with your industry as an up and coming thought leader.

Be Purposeful with Your Keyword Strategy

Keywords serve as the compass that guides the way to both SEO and overall company 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 company owner or marketing manager can do to help generate a successful inbound marketing campaign strategy. Use a keyword strategy that satisfies both the overall company goals and the needs of the target audience. Keywords should be used in an educationally creative manner based on your predetermined buyer personas, and search engine optimization should always take a back seat to providing your audience with valuable information that moves them through each stage of the buyer’s journey.

Most importantly, be sure you are purposefully using these keywords to build your website and content in a meaningful way. Stay clear from arbitrarily adding keywords just to please the search engine. This method is known as keyword stuffing and will cause you to be penalized by search engines. Therefore, each keyword you use should be implemented in a value adding, educationally creative manner to describe your value proposition, products, and services.

Here’s a list of important places to add keywords to improve your site page SEO:

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

Integrating these optimized keywords into your content within 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.

Increase Your Traffic with Content Marketing and SEO

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. Take note of these metrics when analyzing content and website performance:

  • 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 companies:

The goal is to turn data into information, and information into insight.—Carly Fiorina

In the end, data is useful information that needs to be transformed into building a story and experience for your audience. So take the time to measure your performance and better your marketing strategy by using analytics to measure your optimized and outstanding content.

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Topics: Inbound Marketing

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