Welcome to our third webinar of 2014! • Specifically for our premium members • Please ask questions throughout • Send questions to ‘Organizers and Panelists’ • I’ll answer questions at the end
• We’ll send you a copy of the presentation and post in our Education Center!
Share key takeaways on Social Media:
@WeddingWireEDU
@sonnyg
Marketing Analytics The measurement and optimization of your marketing activities
Why do Analytics Matter?
1. 2. 3. 4. 5.
Make Informed Decisions Identify Opportunities Quickly Know Where to Invest Time Continual Improvement Empowers Your Business
What Should I be Measuring?
1. 2. 3. 4. 5. 6.
Traffic SEO Social Email Website Conversions
http://www.google.com/analytics/
Understand the trends for your biz
Track the basic metrics each week
Know the sources of your traffic
Identify the location of visitors
Learn what devices are being used
What search terms send you traffic
What are the most popular areas
Know how quickly your site loads
Get a sense of overall traffic trends
A quick look at your demographics
google.com/trends
Easily identify interest in search terms
Get regional interest & rising topics
www.google.com/webmasters/
Find opportunities and issues quickly
Understand the top search queries
Know your top indexing site pages
Know who links to your website
Pages crawled and currently indexed
Quickly explore Google bot activity
Know when Google has crawl issues
Easy SEO plugins for Firefox browser
Get SEO overview with SEO Toolbar
Know why sites rank on 1st page
Do a deep dive for any website page
SEM Rush provides granular SEO data
Know keyword rankings and trends
See new and lost keywords by day
See how you stack up vs. competition
Moz.com is a great SEO resource
Become an SEO expert for Free
facebook.com/insights
Know your FB reach and engagement
Identify which posts are working best
Get demographic and location data
analytics.twitter.com
Try Twitter Analytics to be successful
Know which tweets work best for you
Learn what matters to your followers
A simple platform to design emails
Know what resonates with customers
It’s free for up to 2,000 subscribers
$79/month
For those that send a LOT of email
Preview how your email will look
Works with your email software
$17/month
Simple way to A/B test on your site
One line of code & no coding needed
Make significant site improvements
$9/month
Know where people are clicking
Map traffic sources to behavior
$150/month
Track people, not just page veiws
Create funnels & segment customers
CONVERSIONS
The goal is to go from prospects to clients
Know your performance for specific actions
Conversion rates are used everywhere!
Number of contact forms completed Number of visitors to my contact form page
know if your contact form is working for you
The more you ask for, the less you get
Simplify your contact form on your website
Number of bookings Number of client meetings
know your customer close rate by season
some conversion rates can be low and drive success
The goal is to move leads down the funnel
Conversion rates make up the funnel Top of the Funnel
100 INQUIRIES
Middle of the Funnel
Bottom of the Funnel
10 MEETINGS 3 CLIENTS
10% 30%
Contracts
Payments
Client Sites
Questionnaires
Tasks
WWÂ Analytics
Coming soon: AnalyticsBeta
Within the Advertising section
Keep an eye on your inbox… 1. Most requested item from you! 2. Exciting new resource to track your monthly performance 3. Track Storefront and website activity and compare clicks 4. Business analytics will be available just for premium members 5. Beta version – we want your feedback once feature launches!
Thanks! cmo@weddingwire.com