How to get the most out of your online marketing through analytics

Online marketing has grown rapidly over the last few years, and many executives have had to work feverishly to keep pace with its evolution. However, even as marketing on the internet has become more multifaceted and complicated, it has, in at least one important way, become easier to manage.

In the past few years, metrics for analyzing and tracking ROI for various online marketing initiatives  Рlike viral marketing campaigns and social media clickthroughs Рhave improved exponentially, allowing marketers and small business owners to fine-tune their approaches and get the most out of the money they invest in online marketing undertakings.

Of course, these new metrics can be fairly complicated and difficult to apply for the uninitiated. Here are some tips to help you track the effectiveness of your efforts at marketing your business using analytics.

Utilize landing pages
When it comes time to convert leads, landing pages are often considered the most potent method. These pages are dedicated to soliciting an action from a potential customer – be it buying a product, signing up for a newsletter or providing personal information – and are therefore great ways to assess the strength of your marketing campaign.

Including links to landing pages in your marketing efforts offers you a great way to track which efforts most often led to engagement from your targeted audience. You can use this information to improve your future marketing efforts and sharpen your overall strategy.

Keywords
Measuring the success of certain keywords is crucial if you want to improve your long-term promotional strategy. Keywords that help your content reach Google’s front page and translate frequently into landing page views are incredibly valuable to your business. Identifying which keywords are strong and which are ineffective can help you incrementally improve your strategy and build a collection of powerful keywords that will help you extend your reach and boost your bottom line.

Track URLs
There are many tools available to help you track which specific pages – such as social media posts and targeted advertisements – result in the most views and clickthroughs. Its a simple step, but taking it can ensure that you understand which of your efforts are improving your ROI the most.

What strategies have you enacted to help you track your online marketing efforts? Share your favorite methods in the comments below!

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.