Every professional tradesperson will have his favourite tools that he uses to ensure his work is always to a top-quality—a builder will have his trusty set of hammers and a joiner will frequently pull out his spirit level for accurate woodwork. When it comes to brand managers, there are some necessary tools that make it easy to analyze branding efforts.
Analytics tools are for branding managers what a hammer and nail are for builders. Without them, you probably wouldn’t be able to work quite so well on your brand. They are a great asset as they can help you better understand how your brand is performing and the ways in which you can ensure its continued development well into the future.
Here are 10 ways in which they can help a brand grow
See the Impact of Campaigns
How can you ever be sure a campaign has succeeded if you don’t have anything to track and measure its effect with? Analytics tools are one way you can track key metrics so that you can easily analyze branding efforts for your campaigns.
As each campaign might have a different end goal, so it’s important to use a variety of analytics tools that help you keep an eye on various metrics. For traffic, take a look at Google Analytics. Want to know more about brand awareness? A brand tracking tool can help with that. Social media tracking tools help you keep your finger on the engagement pulse.
Learn Even More About Your Audience
You need to know as much about your audience as possible so that you can truly get them. Once you understand what makes them tick, you can ensure that all of your advertising and marketing appeals completely to them.
Where is your audience coming from, what devices are they using, what’s their age, what are their main interests? Analytics tools can show you this. A reliable branding tool lets you analyze branding efforts further and really drill down to the different demographics that make up your audience. You’ll have a clear picture of what is resonating with your target audience and can then shape your campaigns to suit them.
You should also find that analytics tools help you find new audiences as well.
Improve Your Keyword Optimization
Another useful way to analyze branding efforts is to take a look at your organic traffic and see what kind of keywords are driving people to your site. Are they the ones you would have expected? If not, then you might notice that people aren’t spending all that long on your site. If that is the case, you now know to start tweaking your keyword optimization.
See What People Are Doing on Your Website
Have you ever wondered what people get up to when viewing your website? If you use a heatmap tool, we will know their every step.
Do they leave without scrolling down to see the important information? You know to move that block further up the page. If they click towards one page, then ensure it’s optimized. If certain areas are getting a lot of clicks, make sure they are clickable and actually lead somewhere useful.
When you use data from a heatmap tool well, you can manipulate the customer journey on your site.
See How Competitors Are Performing
Tunnel vision is no good for your brand as it won’t allow you to grow. Knowing where your competitors are growing and succeeding can be a huge advantage for your brand as it’s knowledge that can help you stay ahead of them.
Social media should give you the analytics data that taps into your competitors. You will then have some clear insight on how to tap into different markets and do better campaigns.
Create Targeted Content
You can use your tools to explore the kind of content that your target audience wants to see. When you start producing it and use it to target different audiences at different points of the customer journey, you should see who reacts the best to the content.
Once you know all this and produce targeted content, you should find that you save a lot of time and costs trying to convince the customer to make a purchase.
Upgrade the User Experience
This touches on the above point, but you should find it really helps to use your analytics tools to build better customer profiles. What are your clients like and how do they perceive your brand? You should be able to see patterns that can affect your site’s UX.
Better Decision Making
After you’ve started to uncover a lot of data from your analytics tools, you’ll start seeing patterns that could sway your decisions. You should also notice which of your campaigns and channels aren’t working quite as well as you’d have hoped. This should make it easier to see the risk weight that would come with a decision.
No one ever wants to make cuts but sometimes they are a necessary evil. Analytics data will give you the confidence that you’re making them in the right places.
Improve the Sales Funnel
This point is specific to Google Analytics as the tool flags sales conversions. Checking this data shows which sources are being prioritized for conversions. If there are any that are being missed, you will know to start spending more time on them.
That’s all it takes – 10 quick steps to making the most out of analytics tools.
After implementing all of these 10 steps, you should start to see that you can analyze branding efforts a lot more efficiently. You’ll start to see what is working the best for your brand so that you can start putting a lot more time and effort into them.
This is a guest post by Steve Habazin. Steve Habazin is a content marketing specialist working with Latana. He enjoys sharing insights with the community and growing network of people sharing the same level of enthusiasm. You will often find him taking a walk with his dog.
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