Moondog Marketing is proud to have Marquina Iliev-Piselli guest blogging this week. Marquina is the Digital Marketing Director at RiffleBooks.com and an independent author-marketing consultant at AuthorpreneurLaunch.com.
Using Marketing Analytics for Precise Targeting
When used correctly, analytics can provide you with an immense pool of information. This information really helps you to pinpoint effective marketing strategies and target your market correctly. With this in mind, today we are going to look at three key facets of analytics:
- How marketing analytics tools can help you segment and target new readers
- Differentiating between customers and your target audience
- How to read key metrics via conversion tracking
Google Analytics provides you with a myriad of information, as long as you know where to find it and how to read the data. Website metrics will help you review user traffic and define all types of information about your visitors. This, in turn, will give you the opportunity to see exactly where your visitors are coming from. Also, you can discover why they are visiting your content.
Analytics should become a key part of your business objectives. This data can be used to help you develop all types of areas of your business:
- sales (ecommerce)
- lead generation
- content publishing
- online information
Analytics can easily be used as a way to segment your traffic or your users, and define your target audience. This will then help you identify areas where you can target new readers.
Google Analytics: Metrics and Dimensions
Important aspects of Google Analytics are metrics (quantitative measurements) and dimensions (characteristics). Once you have set up your dashboard you will be able to set all kinds of metrics and dimensions. These help you segment your users into different areas: from location and browser usage, to age, pages viewed and time spent on your website.
It’s always best to combine dimensions and metrics so that they share the same scope or view, that way all of the information that you collect will actually tell you a story from beginning to end. Your main goal is to get to know where your visitors come from. From that, you will be able to define strategies to target new visitors and readers.
Customer vs. Target Audience
As an authorpreneur, or any business owner for that matter, you must be able to differentiate between a “customer” and your “target audience”. Your customers will help you learn all about your target audience, even if they aren’t aware of it! The more you know about your target audience, the more you can connect with it, and the larger it will become. You want your readers to feel like they have an affinity with you. That affinity will lead to loyalty as well as promotion within their circles.
Basically, your goal will be to learn as much as possible about your readers in order to target the right people, and consistently grow your market. You can analyze your customers’ analytics; see where they come from and why. You can also track shares and mentions via social media. Also, you can see what posts are more popular than others.
Another way to get to know your market is by sending out questionnaires or surveys to subscribers on your email list. By analyzing all of these areas you will be able to create surefire tactics to connect with and grow your target audience.
Adwords Conversion Tracking
Another way to define successful marketing tactics is to use online advertising strategies through the use of conversion tracking. AdWords’ Conversion Tracking feature can be used to define the number of sales or leads generated from different campaigns. This will help you make informed decisions on where you should spend your money and where you shouldn’t.
In a first stage you will define what a conversion is for you: is it a book sale, or a new email subscriber? Is it a social share or a new Facebook Fan? Once you have defined this, the second stage will be to add a small piece of code to the page you will call your “conversion page”. (This can be a “thank you” page or confirmation page, depending on what your conversion is.)
Then, once a visitor arrives on that page, Adwords Conversion Tracking will record the conversion. Then it will drill the conversion down to a set of metrics that will show you exactly how the conversion took place, from beginning to end! This way you can easily track successful ads and ones that don’t create any traction.
Google Analytics, AdWords, and other online analytics and advertising tools all contain a huge pool of information. They will help you create not only your own brand, but also develop and grow your target audience, and pinpoint advertising strategies that work for you. All of this information can help you grow your business, and there are many extensive guides available online for free. You can’t go wrong with using all of this available data to your advantage!
Through her online courses and coaching, Marquina helps authors feel empowered, not overwhelmed, by marketing. She is writing her first Nonfiction book: ‘Grin and Air It: How I crushed cancer with attitude + air guitar’.