Big Data is all the buzz these days, but it’s a double-edged sword. On the one hand, we’ve got more useful information that can help us really target our customer experience online, but on the other, there’s simply a ton of data out there, and sometimes we experience overload. Don’t shy away from data just because you don’t know what to pay attention to or how to interpret it. These four data points, if you listen to what they tell you, pack the biggest punch in terms of helping you do more with your marketing.
1. Keywords Sending You Traffic
In order to attract more visitors to your website, you need to know how existing visitors find you. Start with your keywords. Google Analytics will tell you the words people searched for before clicking on your site. Review these to make sure they’re a good fit for what your site offers, and use them more frequently in your web copy and blog posts.
2. Websites Sending You Traffic
Also pay attention to what sites are referring traffic to yours. Traffic might come from guest posts you’ve written on bigger blogs, press releases, or social media. Naturally, you want more of the channels that are sending you the most traffic, so consider amping up your efforts there and pulling back on the channels that aren’t sending you much (or any) traffic.
3. Email Open Rates
If you’re using email marketing as part of your strategy, there are a few key metrics here, too. You want to look at a given email or newsletter and see how many people opened it. A low open rate could indicate that the subject line didn’t really appeal. After all, that’s what they judge your email’s worth by: an enticing (or not) subject line.
4. Email Clickthrough Rates
Just as important (if not moreso) as your open rate is the clickthrough rate. This tells you how many people clicked the links in the email to go to your website. Don’t bombard your emails with different links; instead, focus on one to drive all clicks to one place.
See? Big Data doesn’t have to be scary. Just pay attention to the things that matter most to you, and use that information to be smarter with your marketing.