An important difference between traditional media and web based media is the ease and accuracy with which we can track and analyse how people are interacting with your brand. And the great thing about web based media? You can tweak and tailor your offering at the flick of a switch.
There is an expectation that, when a new site is launched, the time and effort that the site has taken to create is enough and that the project can be put down. This is true in the very short term, but take this viewpoint at your peril. The work has only just begun.
Running a website or campaign is an evolution, not a revolution
This perfectly describes the process of marketing online. So how do we glean the insight with which to make the decisions which construct and contribute to your online marketing efforts. Well, suffice to say, we make sure that we track everything and then we look at the stats.
At the very least your site should be tracked using Google Analytics, it’s free and very simple to install. It’s part of what we call the standard web toolkit here at Hutchhouse and it’s incredibly powerful. You can track the standard stuff, visitors, page views etc, but it’s so much more than a bean counter. The insights that you get from your visitor flows and user journeys help you make important decisions about, not only your next marketing activity, but also content, site architecture and tone of voice. These insights should provide the lessons for which you learn how to best optimise the user experience for your audience.
Social Media Tracking
We install social media everywhere nowadays, but another important part of our web toolkit is the ability to track social media activity on your website. As with web analytics this helps you to best optimise the position and layout of social media share and follow buttons on your site and to think about how you offer these options in the context of the content they relate to. You’ll soon see which content has the best viral uplift and therefore attracts the most visitors and you’ll also be able to see what people are saying about that content to gauge whether it is positive. This all helps you write and edit more engaging, sharable content in the future.
At the very least you should be aiming to understand exactly who is visiting your website or application. The simplest way to do this is to gather user data based on a sign up for a newsletter of when you deliver some content by asking for the user’s email address. We use 3rd party systems to collect that information and, based on your requirements, we select a system which uses the information to market to your customers in the way that suits your business. Simple integrations may be between your site or application and Campaign Monitor (an email marketing tool), whereas a more complex solution might be full integration with your CRM, including progressive data capture and lead management. We provide great integration solutions for most 3rd party applications such as: