There seems to be a common misconception when it comes to the subject of analytics. Many marketers see this as “the boring stuff”. Not nearly as fun or sexy as making content and managing engagement initiatives. Unfortunately this kind of thinking can allow you to lose your audience. It’s a science experiment, folks. You have to experiment and measure results or you’ll never understand how your content is affecting your audience.
I understand that I’m one of few individuals that actually enjoy spending the majority of my day elbow-deep in charts and graphs and spreadsheets – and as hard as it is for me to accept this, not everybody has their monthly bounce rate metric memorized. For some, analytics reports are confusing and many don’t understand how they connect to business objectives. These folks almost seem to dread analytics discussions (“Is this meeting over yet so I can get back to what I was doing?”). However, it never fails to save the conversation when I explain to them that this data is simply their audience telling them exactly what they think.
Most companies would kill to be able to ask every single customer and potential customer what they want. Analytics is simply a window into that world. Looking at audience data month over month, year over year can paint a rich, detailed picture of what content connects with an audience, when they are most receptive to that content, how much content they want from different sources, and even how long they want to spend reading it. It’s all there.
All web analytics is the study of the effectiveness of content. Let me repeat that a different way:
Every online measurement is a measurement of how effective your content is – not how effective your platform is.
Without content there is no reason to engage, and thus no audience to analyze. However – content without analysis is like driving blind. Sure, you’re moving forward, but wouldn’t it be nice to know where you’re going, and how to get there? And if anyone else is coming along?
Spending just a little time each month with your analytics can allow you to fully grasp the effect of your content on your audience, and to be able to hear what your audience is telling you through their browsers. Despite all the technical jargon, it’s not any more complicated than that. Take a look. Who knows, maybe you’ll get as excited about declining bounce rates as much as I do!
Raidious can help with analytics for social media, email, websites, and more – contact us today and we’ll tell you exactly what your audience wants you to know.
- 5 Vanity Metrics to Stop Measuring (And Better Alternatives) (hubspot.com)
- Measuring The Effectiveness Of Content Marketing and SEO (mediapost.com)
- 5 Things You NEED to Know About Your Website Visitors (bloggingtips.com)
- Why Your Audience Is More Important Than SEO (preciseinternetmarketing.com)