Tag Archives: measurement

Aardvark Marketing Consultants | How to imporve your digital marketing with Google analytics

How to improve your digital marketing with Google Analytics – Webinar

How to improve your digital marketing with Google Analytics – Webinar

Are you making the most of Google Analytics? How do you know whether your marketing is working if you don’t track?

Gill Hutchinson explains how to devise your own website ‘Dashboard’ of key performance indicators using analytics. This will allow you to check that your digital marketing is working well and to refine and improve your performance over time.

When we’re working with our clients on digital marketing, we always track their progress in Google Analytics. It’s the simplest, easiest and most widely used free tool for website monitoring.

Make sure whoever builds your website sets up the analytics tracking code onto each page so it can be activated. You can then log into your data anytime. If you had your website built a while ago then don’t worry, it’s easy to get your developer to add the code into your website.

We set up Excel spreadsheets for all of our clients turning their analytics data into graphs. This also enables us to track the client’s return on investment and means that as we try new things we can see what impact they’re having.

It’s important to have a plan, to measure what happens and to monitor it. Then you can review what you’ve achieved and create your next plan with those previous results in mind.

The Business Accelerator and other grant funding can be used to work in improving your marketing strategy, planning, implementation and measurement systems. So if this is something you need to do, then it’s worth talking to the Business Accelerator team.

What can Google Analytics do?

Google Analytics gives you data that can be used to track visitors and also show you how they behave when they’re on your website pages. Do they move around, spending time on lots of different pages, or do they visit one or two pages before leaving?

It’s important to look at trends as well as the absolute data. You should review trends over time. Check at least once a month at first and then once you know the ‘steady state’ situation, this can become a quarterly exercise.There is one exception to this – if you’re using Pay per Click advertising then this should usually be monitored daily.

What should be on your dashboard? You should track the same things we track for our clients, so that’s:

  • Quantity – how many visitors?
  • Quality – are they ‘good quality’ visits?
  • Content – what are your visitors looking at?

Useful things to look at include whether people are looking at your website on a phone or a computer, as this is vital to know when you’re planning your website.

All websites should be mobile friendly now, but if you know that a large proportion of your visitors are on their mobile, then this will encourage you to make your website mobile friendly sooner rather than later.

Use the Audience Overview screen and track for the last month. You’ll be able to see the number of users (people who’ve visited your website), the number of pages they viewed and also see average time on your website per visitor, the bounce rate and how many were new visitors or returning visitors.

It’s vital to track this, as you can’t possibly know whether your digital marketing is having an impact unless you monitor it.

To understand this topic in more detail and hear more about the strategies Gill uses  Click here to listen to her webinar

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Aardvark Marketing Consultants | Frustrated with poor marketing results?

“Marketing doesn’t work”

“Marketing doesn’t work”

We’re used to hearing from frustrated business owners about marketing. They may say “it’s just a waste of money”, “I’m not sure what works and what doesn’t” or ” I keep being sold ‘silver bullets’ that don’t deliver”. If your marketing activity isn’t generating enough quality leads to drive your business in the direction you want, or at the speed that you want to get there, help is at hand from the experts at Aardvark Marketing.

It’s not just the lack of tangible marketing results that annoys business owners. Most are too busy to find the time to implement decent quality marketing on a regular, consistent basis. This means marketing is ‘fitted in’ around the other needs of the business, typically delivering products or services, selling, finances, IT or people issues. Because marketing is never as urgent as these issues, it tends to get done on the infrequent occasions when there is an unexpected lull in other business activity.  Aardvark believe marketing success comes when you stick to the 2 C’s in Success – consistent and continuous marketing.

There are usually 2 routes a business owner will take to fix their marketing frustration. Option 1 is  to hire a junior and option 2 is to pay an agency. Let’s look at both choices in more detail.

Option 1.

Hire a junior marketing executive who may understand more about digital marketing and social media but who struggles to set the marketing direction because they’ve not had enough (if any) experience of marketing and business strategy. This option means that more gets done and the company looks ’busier’. The website pages get a review, a new brochure is produced and the number of connections and posts on social platforms increase. However, often this doesn’t result in the tangible increase in sales that the business owner expected for the increased payroll costs incurred. There is never any shortage of activities to spend marketing time and money on – picking the right ones is the tricky bit!

Option 2.

Option 2 is to pay a marketing agency to take away the day to day hassle of running your marketing activity and hope that fixes the problem. Again, new campaigns will be implemented but there is often a lack of accountability and sales revenues do not always improve as fast as the marketing spend.  At Aardvark we’re advocates of avoiding splashing the cash.

So is there an option 3?

Here at Aardvark we’ve had years of experience working with small business owners and managers and understand the need to get more bang for your marketing buck. We’ve come up with a third solution – our outsourced Marketing Manager. Here’s our commitment to customers:

  • Unlike a marketing agency, we’re ‘on your side’ and an integral part of your team
  • We’ll work with you to set the right marketing strategy
  • We’ll implement it effectively (on time and on budget)
  • We’ll measure and monitor results and explain these to you at our regular report meetings
  • We’ll agree exactly what we will do and what results you will get for the next 3 months
  • We do all the project management to reduce your workload
  • We ask only for a 3 month commitment with no nasty long term contracts
  • We’re flexible, affordable (packages start at £300 per month) and we’ll improve your marketing to generate more, better quality sales leads.

With the Aardvark Marketing Manager option, you’ll see real change – more leads, sales and positive ROI within 6 months.For a confidential chat about addressing your marketing challenges, please contact Gill Hutchinson at Aardvark Marketing on 0121 222 5743 or email gill@aaardvarkmarketing.co.uk.

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