Use analytics to measure results
Most businesses start a blog because they want to get results. The main objective could be to generate more social media engagement, drive more traffic to your site or encourage people to make an enquiry.
Establishing the purpose of your blog helps you build a strategy and give your blog direction, but how do you know if you’re achieving your goal?
When you set sales targets, you keep track of whether they are being met. Marketing is just the same; you need to measure the outcomes to ensure what you’re doing is working.
Understanding your analytics allows you to identify what type of blog content your audience engages with most and which posts aren’t generating as much interest. This can help you focus your blog to ensure that you attract your target audience.
Google Analytics is essential if your goal is to increase website traffic. As well as being able to check if the number of visitors is increasing, there are other useful metrics too.
You can see where your traffic is coming in from so you can focus your marketing efforts more effectively. You’ll also get insights into the behaviour of your visitors; which posts get the most visitors, how long do they spend on your site and are they taking the desired action?
Google Analytics can be confusing at first but fortunately, there are loads of great guides that can help you get to grips with the ins and outs of it all.
The Google Analytics course for beginners from Google covers all the basics in an easy to understand video format.
You might also find the following articles helpful:
How to Use Google Analytics: Getting Started (Social Media Examiner)
Social Media Analytics
If you blog then you probably share your blog posts on social media. The great thing about social media is you can see at a glance if people are engaging with your posts through the number of likes, shares, follows and comments.
However, if you really want to understand exactly who is engaging and whether your call to action is working, then check your analytics.
The use of social media as a marketing tool for businesses has increased substantially so most platforms now offer plenty of insights into your audience and their behaviour.
Getting started with Facebook Analytics
A beginner’s guide to Facebook insights (Kissmetrics)
How to measure your LinkedIn activities (Social Media Examiner)
Whatever you want to achieve from your blog, you need to measure the results. If you don’t measure then you won’t know what works. Understanding your analytics helps you make more informed decisions about the content you share and how you share it.
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