Understanding where to advertise can be difficult. Most businesses receive a great number of offers on a daily basis. Many business owners base their decisions on price rather than the audience that their message will be displayed to. In many cases, a business will not know who their target audience is. The other aspect is that a business may not know or understand whether their advertising has had an effect.
The simple answer is that it does not have to be this way!
If your business has a website then it may have a product called Google Analytics operating on it. If not then you should look to speak to your developer and have this applied. Google Analytics is a free tool from Google that monitors the activity of users on your website. Contact us if you are not too sure whether your website has this and we can help to get this implemented or advise whether it is there. In addition, your business may have a Facebook Business page. Within the back office of your Facebook page will be a tab called Insights. This provides data on your Facebook audience and can tell you a lot about your audience.
The simple rule is that not analysing your traffic means it is hard to assess the effectiveness of your advertising and marketing strategy. Not understanding this data means your business could be advertising on platforms that are costly and just not delivering anything for you.
Let’s start with Google Analytics. When you first look at this then it can blow your mind! So much data, it looks complicated and can be scary. I ask you to hold that thought. Google Analytics can give you some real truths.
- How the traffic got to your website (which websites, which search engine etc.)
- Where does the traffic come from geographically?
- Their age range
- The time they spend on your website
- Which pages are they consuming the most each month?