If you are going to look at only one source of data for measuring your campaign successes and failures, look at Google Analytics.
I say this because Google Analytics is able to pick up all relevant on-site data, conversion data and a huge bulk of social and email data (if set up correctly).
To save time, when measuring the success of new content keep a close finger on the pulse for the following metrics:
- Pageviews – measure the number of page views your content gets
- Avg. Time on Page – how long users spend on average on your content (the longer the better!)
- Bounce Rate – the percentage of visitors who enter the site on your content and don’t proceed to any other pages (usually you want this as low as possible)
- Exit Rate – the percentage of users who exited from your content page only (again, it’s usually best for this to be a low as possible)
Over time you’ll also want to compare and measure the impact of multiple channels that are driving traffic to your blog or article (the ‘Source’ in Google Analytics).
Organic search is the channel you want to drive as the highest portion of traffic.
However, be prepared to wait for the organic search channel to pick up traffic as an acquisition channel – Rome wasn’t built in a day.
You usually don’t simply rank for desired keywords and drive mountains of traffic to new content through Google and other search engines overnight.
Instead, you’ll likely see spikes from other channels such as social media and email during your initial promotional phase. This will likely subside and traffic will drop after the initial promotion.
Once your content has shown strong initial traffic, as well as proving to crawlers that it’s highly targeted, comprehensive, relevant and useful you’ll start to see a growth in organic search traffic in the longer-term.
This will help your content rank for your desired key terms over the preceding months and drive ongoing steady traffic from organic search channels like Google.
Be prepared to wait, it won’t happen as soon as you put it live!
Social Media Analytics
Social media is a fantastic channel to increase your content’s speed to market and initial visibility.
New content and regular promotions are usually also a great way to continue building your audience by being active on the various platforms (e.g. Facebook, Twitter, LinkedIn, Youtube etc).
This makes promoting new content a bit of a 2 birds 1 stone scenario.
Here are the main metrics you should try to keep on top of from platforms such as Facebook, Twitter and LinkedIn:
- Impressions – the number of times your post/ad was seen (whether engaged with or not)
- Clicks – the number of clicks your post/ad received
- Comments – the number of comments your post/ad received – responding here will help you boost your overall engagement, so stay active!
- Landing Page Views (paid posts only) – number of people who clicked onto your content from the ad link
- Cost Per Landing Page View (paid posts only) – the cost for each click you received from your users to your content
Email Marketing Analytics
Email marketing is notoriously the cheapest way to drive online business value, once it’s set up correctly.
Again, like social media, emails are a fantastic channel to boost visibility to new content at very low cost (depending on the level of sophistication you have set up and your existing audience size).
The main metrics to keep on top of should be the following:
- Open Rate – the number of times your emails were opened by users
- Click Through Rate – the percentage of users who clicked on your links (e.g. content page link) against the number of emails opened
- Unsubscribe Rate – the percentage of users who unsubscribed from your email marketing as a result of the email received
These metrics can be helpful in a number of ways.
Not only do they help to show the impact of your email marketing at driving users to your website content, but they can also show how well designed your emails are and if your audience needs cleansing.
Firstly, if you are experiencing low open rates and click through rates (e.g. below industry benchmarks), your email design may be a little off.
A good way to rectify these issues is to try A/B testing where you can offer 50% of your audience one design option and the other 50% another one.
You should then look at which performs best by comparing the metrics highlighted above and then only use the most successful design going forward – this should be a continuous exercise of testing, tweaking and improving performance.
This is a great way to continuously improve the performance of your email marketing.
Secondly, if you’re receiving an abnormally high unsubscribe rate then it may be worth conducting a data cleanse.
By doing this regularly you will be able to remove users who consistently don’t engage with your emails from your mailing lists.
For more details on our products and services, please feel free to visit us at: Article Writing Services, Content Writing Services, Blog Writing Services, Press Release Submission Services & Press Release Writing.
Please feel free to visit us at: https://webigg.com/