You have a problem.
If you’re like any other business out there, a website MUST be part of your marketing strategy.
But having a website, and having a website that “works,” are two totally different things.
There’s good news: Website analytics (think Google Analytics, HubSpot analytics, etc.) help keynote speakers know exactly what’s working and what’s not.
It’s important to know BOTH aspects, because you want to stop and/or change what’s not working and find a better approach.
AND you want to do MORE of what IS working.
Neil Patel, a leading marketing expert and co-founder of Crazy Egg, Hello Bar and KISSmetrics, says, “Google Analytics is a powerhouse of data. But knowing how to navigate its complex platform to put that data to actionable use is another story....To unlock actionable data that you can use to boost sales, you need to look past the basic vanity metric reports.”
Now, you may be wondering, Is this worth my time and effort – or passing it off to someone on my team?
Patel and other marketing pros – including our SEO team here at Flight Media – recommend it.
See for yourself, with a company that generated 195,013 visitors a month without spending a dollar on ads.
Did you get that? You do NOT have to be a slave to your ad spend. This company wasn’t.
Instead, you guessed it, they focused on analytics.
Let’s dive into the topic and you’ll learn what analytics is, why they’re important, and which analytics to track.
There are a few subtle ways to look at analytics. The bottom line is, analytics is “data” that informs decisions.
HubSpot defines it like this: “Analytics is defined as the process of using analysis. This definition may seem obvious, but to take it a step further, analysis is the ‘detailed examination of anything complex in order to understand its nature or to determine its essential features.’”
Gartner defines it as “the process of analyzing information from a particular website domain.”
Bernard Marr, best-selling author, keynote speaker and strategist, defines it as the “ability to collect and use data to generate insights that inform fact-based decision-making.”
Now that we’ve covered WHAT it is, let’s turn to WHY it’s so valuable.
Essentially, by looking at the data you collect, you can interpret and explore that data, finding trends that will give you valuable insights into why things happened.
It’s the “why” you need to know. Like why website visitors are behaving certain ways: downloading this white paper over that ebook. Staying longer on one page instead of another.
Perhaps even more importantly, how do you know that what you’re doing is working?
If you’re not using analytics, you’re probably guessing. Right?
Here are some of the things you can learn about your visitors, according to MOZ.com:
Imagine if you were just guessing where your website visitors were converting. If you thought it was your About page, and you spend a bunch of time and resources optimizing this page but visitors were really landing on your Services page, you’d really be missing an opportunity!
If your Services page was properly optimized, you could secure more speaking engagements every month.
That’s just one example of how website analytics can effectively inform your strategy.
Here’s another example. In the image above, you can see that a huge portion of this company’s revenue comes from desktop, whereas very little revenue results from mobile or tablet users. With this information, the company can put all of its focus on making sure the desktop version is optimized for conversions.
Perhaps the most important reason to start tracking and analyzing metrics lies in ROI.
Forbes says, “The ability to collect, aggregate and calculate this data allows insight into what’s working, what can be improved and the return on your methods.”
Investing time in analytics is one of the best ways to make sure your time and resources are going towards activities that get results: More speaking engagements, higher-paying speaking engagements, building you email list, or whatever your end-goal may be.
Tracking analytics is like walking a tightrope. There are “vanity” metrics and true growth metrics.
Be careful you don’t fall in the trap of watching vanity metrics.
These are different for every company. But for your speaking business, it may be a thrill to watch your social media following grow to several thousand.
However, if the majority of these followers aren’t made up your primary audience – people who will buy your products and services – it’s a vanity metric.
It looks good, but doesn’t mean much.
The better way to choose the metrics to track? Keep your goals and growth in mind.
ImpactBrand recommends this kind of approach:
“Overall, your company needs to frame its numbers in metrics that most effectively illustrate what your goals are, while also making it easy to determine when progress has been made or needs to be made.
While many SaaS experts find it best to track your Monthly Recurring Revenue, Churn, and Conversion Rates, your metrics may differ.
Once your true growth metrics are identified using the criteria above, your team will know where it focus its efforts and stay on track, and most importantly, they’ll know when it’s actually time to celebrate.”
As a keynote speaker, your time, resources and money are precious. You can’t afford to waste any of these.
It pays to use analytics to help guide your decisions, and invest resources into the strategies that will help your business grow.
In part 2 of this series on website analytics, we’ll walk you through the specifics of which analytics to track and what tools to use. Keep an eye out for it.
Have you had success tracking analytics and gaining insights that drive growth? If so, share in the comments!