If you can’t measure something, you can’t improve it.
When you take a look at how your brand is performing online, you will gain a lot of valuable insight into what you need to do next to improve your success. It will allow you to understand how individual aspects of your marketing strategy are working, learn which pieces of content are most liked, and then use this information to inform your future content marketing plans.
How can you use Google Analytics to measure how effective your brand awareness marketing is on a weekly basis?
Unless you are measuring your progress, you will not know whether or not you are improving and you won’t be able to analyse what is working and what isn’t. The best way to assess your performance is to do a week by week comparison in sync with your brand awareness efforts. Take a look over the last seven days and see how you have been measuring up.
Seven days is the right amount of time to analyse. If you look things over month by month, it will be too late when you realise that you are having a down month. You should also be checking in daily, but a week by week check will give you a better idea of how you are doing.
So, how can you perform this weekly check in on your blog? Here are some of the elements that you should be looking at:
1. Where Is Your Website Traffic Coming From?
Enter your Google Analytics account and click on “Acquisition” and then “All Traffic” and “Channels.” Take a look at your total web traffic and the channels that it is coming from.
Is most of your traffic coming from organic sources?
Or is it coming from:
Or email sources?
What do all of these different channels really mean?
Organic search refers to when a customer makes a search on Google, your website comes up as a result and they click on it. The Direct channel can be made up of a number of traffic sources, as long as the source is unknown to Google Analytics. This could be traffic coming from an instant messenger, a mobile app or a Microsoft word document, or when someone visits your website directly from a browser bookmark.
Social traffic comes from your social media profiles, such as Twitter and Facebook, and email traffic comes from any emails – such as a newsletter or a promotional email. Here is a helpful guide that explains all of the channels on Google Analytics.
Depending on which channel your brand awareness efforts have been concentrated will determine where you see an increase in traffic and how successful your campaign has been.
2. What Are Your Top Traffic Sources?
Next, click on “Acquisition” and then “All Traffic” and “Sources/Medium”. This will allow you to see what your top traffic sources are so that you can measure your success and see which sources are offering you the best brand awareness.
For example, if your brand awareness campaign is concentrated on social media you will be able to see which social media source is performing the best and sending the most traffic to your website.
Also, if one source of traffic starts to skyrocket and outweigh the rest, you can ask why this is happening. Why have a lot of people started to visit your website from this source of traffic and what can you do to make the most of this?
3. User Demographics – Who Is Your Audience?
It is also very important to understand who your customers are so that you can target your campaigns to appeal to them. In your Google Analytics account, you can click “Audience” and then “Demographic” so that you can see the age, gender and other information about your website visitors.
When you understand who your audience is, this can give you a lot of valuable information that you can use in your brand awareness strategies while analysing who is reacting the best to your brand.
4. How Engaged Is Your Audience?
To find out how engaged your audience is, you can click “Audience” and then “Behaviour” and “Engagement” and you will see a chart of how long people are spending on your site.
You might notice that your visitors' sessions only last around 10 seconds. This means that people are “bouncing” off your website. You should look at ways to change your website design to make it more “sticky” and encourage people to stay longer.
Bounce rate as defined by Google analytics: The percentage of single page visits e.g. visits in which the person left your website from the entrance page. Bounce rate is a measure of visit quality and a low bounce rate generally indicates that site entrance (landing) pages are relevant to your visitors.
Are your brand awareness campaigns sending the right message?
Can you add more interesting and educational content that will grab potential customers attention, make them stick around and purchase your services or products?
Is the content on your website consistent with your brand awareness strategies? So that visitors aren’t confused when they reach your website.
Engagement is impacted by many various reasons however it is something that should always be focussed on improving.
5. Which Content Is Most Popular?
You can take a look at which content on your website is most popular by clicking “Behaviour” and the “Site Content” and then “All Pages.” This will show you which pages and blog posts on your website are performing the best.
You might notice that certain blog posts have been very popular. Maybe you published an interview on your blog, which has performed very well, or maybe useful guides are getting a lot of attention? Or, you might also find that list posts with short, organised and helpful information perform very well?
It will depend on what your audience likes, but you won’t know until you check your statistics. A steady increase in the number of subscribers to your blog is a good indicator of brand promotion.
Take a close look at these posts to figure out why they are connecting with your potential customers so well. This will allow you to learn from them and incorporate these aspects into your future content.
6. What Keywords Are Driving Your Traffic?
Click “Aquisition” and then “Search Console.” Before doing this, make sure that your Google Search Console is connected to your Google Analytics. Then, you will be able to see the exact keywords that are driving traffic to your website. Also, you’ll learn how well each of your web pages converts organically with the keywords used.
This information is powerful because it will help you to see the keywords that are already organically connected with your brand. Also, it will give you insight that you can use to come up with the next keywords you should be focussing on.
Do this Once Per Week
If you have looked through all of these statistics on Google Analytics, you have probably gained a lot of valuable insight into how your website is performing and what you can do to improve. This is a very useful exercise and it should be done once per week so that you can check in with how your brand awareness is growing.
It is helpful to block off a minimum of an hour per week to go through these measurements and review them. Perhaps it can be something you do every Friday morning, so that you can prepare a plan for success for the next week. It might be a little confusing at first, but once you figure it out it won’t take you very long to look through these Google statistics and learn about how your website and brand awareness is growing.
Also, it helps to make it a team exercise so that everyone can be involved and on board with the changes that need to be made. With the right strategy, you can target your audience and achieve the most effective growth for your brand. For more helpful advice, download “Building Brand Awareness: The Ultimate Guide for 2017”