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    4 ways to measure digital marketing success

    Your website is part of the consumer journey, which means there’s a strong need to measure its efficiency. Digital marketing success relies heavily on a brand’s ability to sell online and maximize return-on-investment (ROI). While clicks do possess some power to provide companies with insight into how their efforts are being recognized in digital advertising, there are many more in-depth metrics that point to digital marketing effectiveness. 

    By the overall site traffic 

    While you can measure site traffic in a few ways, Google Analytics is a great free tool that helps business owners to monitor their site’s performance to know which digital marketing efforts are working best for their campaigns. Not only does examining overall traffic to a website give you an idea of how many visitors are stopping by, but Google Analytics also allows you to filter by day, time of day, click-through rates, conversions, session time, the source of the traffic, and even offers you insight into if the users are new or returning. This enables business owners to view a more complete picture of their web traffic allowing them to tweak website goals and the purchase cycle of the consumer. Understanding your campaigns better can also allow conversions, traffic, and sales to grow as you continue to target returning customers and better target the first-time consumer.

    By mobile traffic

    Much of your website’s digital traffic is likely coming from mobile devices. Because of this modern-day trend, it’s essential that you know the percentage of users accessing your site via mobile and whether or not it demands more attention. Mobile traffic metrics teach business owners how many users are accessing their sites via mobile and can even break down by demographics such as age, location, and gender. You must examine how long each user is active on the site and compare it with your non-mobile traffic to determine where users are most engaged and work towards enhancing those experiences. 

    By traffic sources

    All of your outgoing campaigns should be tagged to allow for easy examination by traffic sources to your site. This means that whether you’re sending an email, leaving a blog live on your website, or posting through your social channels, everything will be trackable back to its source. Things like keywords, what websites users are coming from, and search traffic percentage are all sources that can be highlighted by your marketing efforts, allowing you to know where to allocate future funds for digital marketing strategies.

    By time spent per visit

    With easy access to viewing the average time that each user spends on a site, businesses can learn more about their content’s engagement. The longer users spend on pages they’re viewing, the more likely they’re to enjoy the content and the experience offered on your website. Ultimately, taking the time to measure this metric will allow you to understand how your campaigns are performing and provide you with a deeper insight into how your digital marketing strategies are co-existing overall. 

    Are your digital marketing strategies measured by any of the above metrics? Do you know of some other resources that business owners can use? Please drop a comment below and tell us your thoughts.

    Everything you need to know about Google Analytics Version 4

    Many small to large-scale e-commerce businesses rely on Google Analytics to understand customer preferences and assist merchants in the creation of better consumer experiences. However, since every dollar spent on marketing is crucial to the success of an online business, insights from digital analytics tools have become more essential than ever, as we see a major shift in industries moving to web-based platforms. So, to help you to better understand how to digitally market to your target audience long term, a more intelligent version of Google Analytics has been released which will build on the foundations of the App + Web properties. 

    Introduction to Google Analytics  

    The Google Analytics platform is a web-based analytics service that tracks and reports website traffic, conversions, and behaviours. Google first launched the service in November 2005 after acquiring Urchin, an early day web statistics program that analyzed service log file content and displayed the traffic and user information in one reporting stream. As the internet has evolved, the demand for such metrics that track user activity has increased, which has led to the latest iteration of Google Analytics, Version 4, enabling the blend of online and offline activities. 

    Getting acquainted with Google Analytics 4? 

    Version 4 is the latest rendition of Google Analytics and while it will not immediately enhance the reporting capabilities of most online merchants, it will help e-commerce businesses that:

    • Have an app
    • Have a software-as-a-service business model
    • Are interested in advanced remarketing

    Even if your e-commerce business ticks none of the boxes offered by the current version, we recommend that all merchants create an account as part of their Google Analytics strategy to benefit from updated reports and future advanced features. 

    How to create a Version 4 property

    1. First, you will need to create a Google Analytics account and then log in, click the Admin icon, and then follow up by selecting create property. 
    2. Next, click the option entitled, “Apps and web” as the property type.
    3. Then you will need to name the property and complete the settings on the page. Once that is done, click “Create”. 
    4. The next page will require you to select your data stream. For most online merchants, it will be “Web”. 
    5. Next, provide the “Website URL”, name the stream, and choose which interactions to track automatically. Select all options, even if you presently do not use some of those activities (ex. videos or file downloads). Then, click “Create Stream”. 
    6. The next allows you to add a new tag or use an existing one. If you have already tagged your site, click “Use existing on-page tag”, otherwise, follow the instructions to add a new one. 

    All of the above steps will enable your general tracking, which is a great way to utilize Google Analytics within your digital marketing strategy

    There are smarter insights to improve your return on investment (ROI)

    Version 4 of Google Analytics can automatically alert you to significant trends in your data, such as products that may be rising in demand due to changing customers’ needs. This new feature will help you to anticipate the future actions of your target consumer, churning a more effective strategy to retain customers and keep within your marketing budget. The latest version has also added new predictive metrics, allowing you to create an audience to reach your higher-value customers and run analyses to better understand why some customers likely spend more than others, allowing you to take action to improve these results. 

    The strategy behind Google Analytics includes reaching your customers with more relevant, helpful experiences in the areas where they engage best with your business. This new version can also measure app and web interactions together, allowing you to see conversions from Google alongside non-Google paid channels, as well as organic channels like Google Search, social, and email to help you better understand the combined impact of all your marketing efforts. Professional digital marketing companies like us use this to assist in improvements from acquisition to conversion and retention, which is critical with the needs of consumers rapidly changing.

    What are your thoughts on the Google Analytics strategy of Version 4? Drop your comments below to start a conversation. 

    Two effective ways to strategically market law firms

    marketing strategies for law firms

    Living in a world that is increasingly connected through the use of the internet has forced businesses to change their way of reaching their target audiences or simply disappear with the times. So, just like other marketable businesses, the legal profession is changing its advertising dynamics in order to resonate with the ongoing trends. This is why if you’re hoping to successfully boost your online campaigns you should take a look at these marketing strategies for law firms.

    Use pay-per-click marketing

    Pay-per-click marketing (PPC) is a business model that allows you to create innovative ads and place them on various webpages and platforms with the hopes of directing the traffic towards your business. Whenever a potential customer clicks on the displayed advertisement, the host website will then charge the business owner according to their agreed-upon budget limit. Google Ads, Facebook and LinkedIn are a few host platforms that are able to extend business popularity by attracting a new, attentive audience. The reason that PPC advertising should be one of the many marketing strategies for laws firms is that it allows you to reach the people out there that are searching for your service before they are reached by your competitors. Also, over time you’re able to analyze all of your campaigns and refine your approach based on the information that’s provided by the click-through rates and conversions.

    Use social media

    You probably hear this all the time, but social media is the powerhouse behind any digital marketing strategy and it would be silly not to use it to develop a relationship with your clients. We recommend starting your new social strategy by regularly posting content that you feel would interest people who enjoy all aspects of law, who have/are studying law and maybe even those seeking help with legalities. It’s best to do this through the use of a social media calendar in order to provide consistency with your page. Then, engage with your followers through conversations, comments and emojis, answering any questions they have promptly and efficiently. This will help you to gain trust with them on a professional level. The best part is your social media channels also offer you analytics which shares what times your audience is most active and which posts are gaining the most traction. Then you’re able to gather some notes and optimize your time so that you can dedicate a reasonable amount of it towards your social strategy. After all, marketing strategies for law firms should include the facets of many social media platforms in order to build an online presence and uncover new leads and clients.

    A digital marketing company can help you get started on either of the above state-of-the-art digital marketing strategies.

    Have you been successful in marketing your legal practice using other digital marketing strategies? Drop a comment below to share with our readership!