Analytics are taking off – it seems like every day a new program is coming out to track a different aspect of marketing data. There is so much to be learned from analyzing campaign results and any good marketing agency knows that continuously improving on previous work is the key to success. So, what really are the key benefits to analytics, and which data points should be prioritized for maximum growth?
When putting out a campaign, marketers must study the page/ad traffic, engagement with posts, and the overall “conversion rate” which is how many viewers reach the end-all solution (buying the advertised product, signing up for a service). Being able to quickly analyze this data allows marketing strategists and content creators to make appropriate changes in a timely manner. As you already know, this industry is fast-paced and requires efficiency! At the same time, attention to detail and planned growth strategies are essential, and takes time.
You are undoubtedly interested in what potential marketing strategists and analysts can do for your company, and it is important for them to provide you with straightforward analytics to help show you how your business is growing and changing through their campaigns. An example of a well known and frequently utilized program is Google Analytics. This software tracks the in-depth progress of Google Ad Campaigns, which target consumers browsing the web through search engines. This data can easily be converted into actionable insights and is useful for both clients and advertisers. When negotiating a marketing contract, ask which softwares the marketers are using, so you can better understand what types of campaigns will go out and what kinds of data will be collected to improve upon further content.
Understanding basic analytics helps weed out the types of posts that are not boosting engagement and helps figure out which themes and vibes work for different post types. For example, a marketer puts out two different Instagram posts with the #WisdomWednesday. One has a serious, corporate vibe and the other is more playful and employs a pun or play on words. Analytics show that more people interacted with and shared the lighthearted post. This data can help inform future #WisdomWednesday posts to garner increased interest and engagement.
Clients want to know how this data is being put to use, and simplifying analytics for clients does not have to be time-consuming, in fact, there are specific softwares that synthesize the armloads of data and shrink them into an accessible, easy-to-read format. However, it can also be beneficial for marketers to provide clients with handpicked analytics tailored specifically to their predetermined interests and goals. Whichever style is chosen, discussing results with clients is non-negotiable.
Whether it be at the end of a quarter or at the end of a campaign, giving clients a video or phone call to explain results shows them that they are the priority. Just emailing them a data-soaked pdf does not foster a positive professional relationship. Marketers want their clients to understand what they have done and will continue to do for the success of their company! The bottom line is to let the data speak to you – it has the answers you need.