Big data is helping your competitors understand a lot about customers. Many small business owners don’t feel they have the budget or expertise to compete on this level. Not so, says Marie Wiese who has tested 5 important buyer-specific markers in Google Analytics for businesses on a budget. This session will explore how you can analyze information through your online activities to boost product quality, improve marketing and further customer relationships. Check out our blog post Why most digital marketing reporting stinks? and our guide to better digital marketing reporting at http://www.marketingcopilot.com/why-digital-marketing-reporting-stinks.

1. Big data – Small budget
Unlocking the power of Google
Analytics for your business
Presented by Marie Wiese
Social Business Now
November 27, 2014

2. Your buyers’ behavior has
changed…
What are you doing about it?

3. 70%
Your buyer will be 70% of the way through their buying
process before you ever hear from them

4. 99%
Of prospects will consult a website before they decide
to buy anything

5. 100%
Will go to your website before making the final decision
to buy from you
“Check out our blog post - 24 Content Marketing
Stats that will Blow Your Mind”

6. Your website is the new first sales
call.

7. There is gold in them there hills.

8. 1898

9. The funnel today

10. 60% of the sales funnel is taking
place in the digital space…
How good is the data you are using to improve your
business results?

11. Do you use data to make decisions?
• Google Analytics?
• Back end of your website?
• Your email marketing tool?
• Social media stats?
• Other tracking tools?

12. Your best friend…

13. Google Analytics
The good news…
• It’s free
• It’s full of important and useful information
• It provides markers about search engine optimization

14. Google Analytics
The bad news…
• Its tracking everything about your website
• Its difficult to keep on top of changes
• Its tricky to manipulate
• Google makes you play by their rules

16. Top 10 things you should be
tracking
1. New versus returning visitors
2. Where people entered and left your site
3. Time on page
4. In-page analytics (where they click)
5. Geography
6. Goal completions
7. How conversion tools perform
8. Referring sites
9. Keywords
10. Visits by traffic type

17. 1. New versus returning
• Depending on your
strategy these
numbers are good or
bad
• Good if your goal is
lead nurturing
• Not so good if your
goal is lead
generation
• Insert pic

18. 2. Where people enter and leave
your website
• Home page
• About us
• Insert pic

19. How do people use your website?

20. 3. Time on page
• Need to
determine
strategy and
decide if time on
page good or
bad?

21. 4. In-page analytics

22. 4. In-page analytics
• Look at where people click
• Which part of your navigation is performing?
• Does your eye tracking strategy work?

23. Do people take the next step you
want them to?

24. 5. Geography
• How important is local
search to your
business?
• If you’re getting traffic
from the wrong place,
your keyword strategy is
off

25. 6. Goal completions
• Track everything
• Map to buyer process
• Steps in buyer cycle

26. 7. Conversion tools
• 0.1% is a good
conversion number
• Be realistic about goals

27. Do your conversion points perform?

28. 8. Referring sites
• Who is driving leads for
your business?
• Is there a way to get
more?

29. 9. Keywords
• Develop a keyword
strategy for your
business
• Determine which words
perform
• Track and adjust every
30 days

30. 10. Visits by traffic types
• Stop doing things that
don’t drive traffic
• See what strategies
perform

31. The
Content
Marketing
Success
Loop

32. Getting the buyer to raise their
hand
• Customer-centric business problems in blog topics
and social media
• Email campaigns with good headlines
• Headlines create links in social media
• Paid media test headlines
• People engage with content that matters to them
• They go to see if they can afford something they
need
• They download the brochure

33. Case Study
Promys.com

37. 30 day results

38. What we learned from the data…
• 5 people were interested but not ready to engage
• 10 people wanted to learn how to buy software
• 10 people were ready to engage when they
downloaded the brochure and provided a phone
number
• 2 people were interested in starting the sales process
• 4 people were interested in buying the software

39. Reverse funnel path

40. Content popularity

41. Results?
 Every 30 days add 5-10 qualified leads to the sales
pipeline
 In 6 months the program has paid for itself via sales
 Company now understands how to use tactics and
data to achieve measurable business results

42. About Us
Since 2003, Marketing CoPilot has been providing small and medium-sized
businesses with digital marketing strategies that produce measurable
business results. Marketing CoPilot integrates deep technical and creative
capabilities with a proven methodology to help organizations turn their
websites into powerful lead generation and lead nurturing tools.
100% of the companies that implement the Marketing CoPilot Content
Marketing Program have reduced the cost of lead acquisition and increased
revenue.
Marketing CoPilot Inc is a registered trademark in Canada. Copy right @2014. Not to be
reproduced or reused without full attribution.
Marketing CoPilot Inc. | 500 Yonge St, Ste 1901 | Toronto, ON | M2V 7E9 | 416.218.2009

43. Get this presentation…
On SlideShare:
http://www.slideshare.net/marketingcopilot
Email: marie@marketingcopilot.com
Follow on Twitter: @mcopilot