You’re a business coach who wants to attract ideal clients and create an offer for your website that will convert visitors into new leads. But what would most resonate with your target audience?

You’ve been a management consultant in your industry for years. You’d like to build out your thought leadership and content marketing strategy, but you want to maximize your efforts to achieve the best results. Where do you start?

People come to you because they get to know you and value your opinion and expertise as a thought leader. You have an email newsletter, and you want to increase open rates, as well as conversion rates. But how do you do that?

Any of this sound familiar? Do you find yourself wondering how to get more views, clicks, opens, and sales? We believe the answer lies in the analytics.

Navigating Digital Marketing Data

In the digital marketing space, the examples above are some of the most common scenarios our clients face – mostly established coaches, authors, consultants, speakers, and thought leaders. They each have great ideas, but they can get stuck in the weeds when it comes to implementation and evaluation. Can you relate?

If you’ve ever wondered about the “why” behind market analytics, those examples should shed some light for you. Being able to successfully collect and analyze the data at your fingertips can help you hone your message, amplify your efforts, reach your target, and boost your ROI.

These Stats Tell Why Market Analytics Matter

The reasons why you should be paying attention to marketing analytics are many. A recent Salesforce survey of 6,700 people discovered that 76% of consumers expect marketers to predict their needs. And that sums up the “Why” behind market analytics – not only so you can anticipate the needs of your clients and customers – but also to be able to adapt as your market naturally fluctuates and changes over time.

Here are some other stats to convince you of the value of market analytics:

• 2 of 3 marketers claim that data-based decisions are more effective than gut instincts.
• About 76% of marketing leaders surveyed said they based decisions on data analytics.
• 72% of marketers say that content marketing boosts engagement and leads.
• 64% of marketing leaders report that data-driven strategies are crucial in today’s economy.

Now here’s an interesting bonus stat that speaks to the importance of understanding how to work with your data: More than half of marketers are incorrectly interpreting data (and therefore probably getting incorrect results). Yikes…

Marketing Metrics 101: What to Pay Attention To (& Why)

#1) Track your following and engagement (clicks, likes, comments & shares) on social media.

WHY: Monitoring these stats will help you pinpoint what your audience will respond to. Plus, you can better determine where to spend your time and money by keeping an eye on image and content trends, and overall themes.

#2) Get to know who’s visiting your website. Take a look at your overall traffic, as well as the most frequently visited pages and where your traffic is coming from.

WHY: These indicators will help you identify content categories and where to spend your energy attracting new traffic that will yield the most fruitful rewards.

#3) Nerd out on your email marketing stats. Monitor open rates, click rates, and conversations.

WHY: As you build your list and send more messages, you should start to see trends around subject lines and topics that gain more traction, and which ones fall flat. These insights will help you hone your messages and increase your email engagement.

#4) Improve your understanding of advertising analytics. Programs such as Uber Suggest can give you CPC estimates for keywords. Google Search console can help you identify search volume.

WHY: Before you start an advertising campaign, it makes sense to gain some insight into what your expectations should be. Pair this info with the data you already have on your ideal client, website traffic, and social media demographics to help you make smart decisions about expectations, which platform to advertise on, and how much to spend.

#5) Timing – and consistency – is key. Before you embark on a big launch. During your launch. And of course, don’t forget about your ongoing content marketing efforts.

WHY: Once you determine the best strategy, remember to be consistent, because then you know you’re capturing accurate, reliable data to gauge trends. Ultimately, this is going to help you make the most informed decisions possible, while allowing you the leverage to tweak your content marketing strategies as you see fit.

As you go forward, you can use the data you collect to tweak your marketing strategy, which will flex over time to adapt to your findings – and to your ever-evolving visions and goals.

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” — Beth Comstock, Former CMO & Vice Chair, GE

Now that you know why marketing analytics are so important (especially for coaches, consultants, and speakers!), is it all a bit overwhelming? No worries! Let the digital marketing team at Marketecs help you make sense of all that data and build a strategy to apply it. Click here to set up a time to chat.