In order to design an effective Digital Marketing Strategy, it is necessary from the analysis of what you have until now.
Without a history of data available, you can only imagine a utopian way, based on pure guesswork.
So if you have a new site with a goal based on his performance, is to increase visits, sales or contact forms, the first thing you need to do is to install Google Analytics.
It will let you trace (almost) all interactions within your site.
If you are starting from scratch, the next step will be the thrust of your site for visitors and see how it performs.
For this, you need to advertise your site through sponsored links .
After a while, if you have installed Google Analytics correctly, you can analyze the interactions within your site.
So you can also evaluate the weaknesses of these interactions.
We see in print the following Jumpshot, how traffic is divided on the internet, which shows amazing swim, Google is still the boss, and by far ..
It is only at this stage that can design a strategy with a realistic goal, because all they have to do is work the optimization of these historical data you have been accumulating.
If you are unfamiliar with the world of Google Analytics, the first thing to do is to analyze the sources that bring users to your site:
Entering the Google Analytics, click the Channels tab
Let’s look at each of the channels also called traffic sources.
The organic traffic consider the amount of visitors that come to your site without boosting.
To understand: those ads for which you do not pay Google.
However it is very important to know that to show up in the organic searches, you need to make a website optimization work.
So you convince Google that your site is relevant to the user ‘s search and keyword specific.
This information is important because it helps us understand which keywords bring the most traffic, conversions and consumers, so as to shape a better Digital Strategy .
See also: SEO: start an optimization project assessing the seven key items
These visits are related to campaigns AdWords without being the classic search in the search box.
A Google Display campaign allows you to insert banners on Google partner sites.
Sites Google partners are any websites and blogs that decide to generate income from other hosting banners.
To do this, these sites to register in Google AdSense and so enter the Google Display Network.
These sites are grouped into categories of topics.
Google AdWords you can set up a campaign Display and carry your banners as Google’s specifications.
In the settings of the display ad groups you indicate in which specific sites you would like your banner to appear, or which category of sites.
There are other possible settings in the Google Display as defining your target audience by demographics or previous interaction on your site.
Good Google Display is that the click is cheaper than click on the search engine.
Also if the user does not click on your banner, you pay nothing, yet the banner appears.
Clearly the click is not as qualified as the user click that Google search.
So that the display is mostly used for end tag disclosure than for lead generation.
See also: See the Tips to Optimize AdWords Campaigns
They are the access of those who enter the address of your website directly in the search field.
This happens when your potential customer learned of your website through offline campaigns, or because read on the business card you gave her.
Also true when the user has entered your site and the address is recorded in the memory of your browser.
For example if you enter the notopo.com site, the address is https://www.notopo.com/ .
The next time you decide to go, just enter ‘no’ in the address bar and the browser will remember and list all the websites that have in the field.
So you find https://www.notopo.com/ this list and can directly enter the site.
This will be a direct access.
It should be noted that sometimes when you have a direction from one site to another, Google Analytics can show a direct access instead of a reference source, especially when it lasts too redirection, or when you have an address in the middle.
It has a website link meusite.com to notopo.com
Ideally Google Analytics meusite.com would be the source website.
But if for example the site meusite.com directs to outrosite.com that directs to notopo.com , most likely Google Analytics can not take the address outrosite.com in the middle, and give direct access.
See also: What is Remarketing? See how to contact those who have entered the site site
As mentioned in the chapter above Referrals are the source of traffic from other sites to yours.
Are sites that have a link to your site.
These hits are very important in case of a project SEO off-page , where the link building works to create the more qualified links from sites with authority to his.
In Analytics report you can see how many visits which comes from sites and depending on the type of interaction they generate, understand the qualification of the source.
It is interesting to know what those sites, if there is interest to create a partnership in SEO , co-marketing, etc.
See also: Inbound Marketing – Structure the process for your company
When someone finds your site through a link on social networks , they will be listed as the social media traffic source.
However this report is able to show the most popular social networks (eg Facebook, Instagram).
In case of lesser-known networks, probably these traffic sources will not appear in Social Media report, but in the Referrals.
See also: The 3 Phases of Social Selling to Sell on Social Networks
In an e-mail marketing campaign usually the trigger includes a number of links to your site.
At the same time, when you send an e-mail containing links to your website and your email recebente enter the site by clicking on this link, this visit will be shown in the email channel report.
More specifically you can associate a specific call to an email marketing campaign, so the report will show not only the visit comes from e-mail, but which specific campaign e-mail marketing it comes.
To do this need to customize the URL address of each email marketing campaign, using the tool of Google URL Builder.
See also: The Email Marketing methodology of NoTopo.com
This category includes the sponsored links (the best known is AdWords) with the exception of Google Display campaigns, whose results appear in the report explained above.
You can review the details of the interactions of visits coming from Google Adwords campaigns.
See also: Increase traffic to your site with Google AdWords!
There is a final category which are all sources of visits not explained above.
If these visits are 10% or more of total visits, you need to analyze the installation of Google Analytics code for tracking could be giving problems.
There are several sources of traffic to your site, also called channels in Google Analytics.
Each source will help you understand the performance of your digital marketing strategy, how far you are from your goal and is on track.
Which channel you are focusing more?
The article was clear? Any question?
Leave a comment below.
See also: Digital Marketing Consultancy – how to set its Strategy for Online Disclosure