I’m working with a new client that has recently engaged WebTragics to work with her extended base of Facebook followers. Her current Facebook fan base is very healthy mostly there because they have ‘liked’ the company. This is an excellent starting point as it’s a great way to gather powerful intel and even use them a powerful test group – hence the reason for today’s blog post.
We used the opportunity during one of our meetings (held weekly) to navigate through the company’s FB page. We did the usual surf around, checked out the pics of the other admin’s (I’m yet to meet them) and then headed where all good Social Media marketers go…. the analytics page.
As expected the page was new to the client – even though she had run it for some 2 years. Further more an amazing BFO (Blinding flash of the obvious) had finally hit the client – the bulk of her potential customers are actually in a different state!
The analytics also showed that her target market was obviously misinterpreted based on the analytics – in the reporting the bulk of her visitors are in the 18-35 and most come from the Melbourne (Australia) area.
Another interesting fact was that the original online client age group was thought to be 27-40 years of age.
Once again completely wrong!
So armed with this info I decided to dig a little deeper and formulate an online survey with about 10 questions and a sweetener to make sure there was traction (Gold Class movie tickets).
The submissions came in the results tells a very interesting story. I don’t usually pull any punches when I craft my survey questions – at the end of the day there’s little time to waste during these activities right?
The end results went to back the assumptions and how her digital strategy should change tact to best serve the online audience obviously attracted to her products….a very worthwhile activity that anyone in this space should undertake.
With regards to analytics – it’s not just confined to your FB pages…your website is also another critical caretaker of such valuable information – most of us in this space call them metrics. When I talk about website analytics – and I don’t mean those dreary server-side reports, most people tend to shy away as let’s face it involves putting a small amount of code into the back-end part of the dreaded developers realm.
The short version is simple – if your website, dedicated administrator or manager isn’t using Google analytics (or similar) he or she is not doing enough to work out the metrics for both conversion as well as return on the overall investment. (please excuse my comments if you use other industry products at the same level as Google’s product).
My first ever recollection of Google’s product ‘many moons’ back was very impressionable – some of my traffic was coming from Guam of all places…wow I thought how cool. Little did I realise back then that those metrics did nothing for ROI.
Now I’ll be the first to admit that Google Analytics has incredible functionality, however there is a plethora of interesting helpful sections and if you Google ‘analytics’ help, you will see plenty of information and even socially driven tips from other users by way of online forums and the like.
Good luck with the analytics hunt…don’t get lost! As always bookmark this blog and feel free to shoot through your questions at anytime – more than happy to help.
Back to this post and a couple of learnings from this include:
- Availability of metrics in your current web presentations – go and check out what system is now attached and how to best read the reporting
- Try to understand your users and the effect they have on your marketing plans – are you pitching to the right audience?
- Go and buy your developer, designer web manager a coffee to gleam their ability or knowledge on the concept.
Always dig deep and ask pertinent questions of those managing your website/s after all if you decide to ignore it then just like many others your online presentation will simply act as a big black hole that sucks in money and spits little back.