Figuring out your marketing strategy doesn’t have to be a shot in the dark. Leveraging your website data will make every decision easier & more strategic.
4 Ways Your Website Data Can Improve Your Marketing Strategy
As a business owner, you are probablyyyy always thinking about marketing.
Marketing your services, taking on a new marketing channel, thinking about how you can repurpose from one channel to another, and even thinking about what to market.
And with all of these thoughts come a million and one decisions you make day after day after day.
Honestly? It’s exhausting.
And can feel incredibly defeating if you aren’t seeing the results you are hoping for.
But what if your website has the information you need to make these decisions easier?
What if your website is filled with pieces of data that will not only help you figure out which services to market, but where to actually talk about each offer?
There are four key questions your website data can answer that will help you create a solid marketing plan based on what’s converting for your business.
4 Questions Your Website Data Can Answer to Help You Make Marketing Decisions
1. Where Is Your Website Traffic Coming From?
One of the biggest pieces of data your website numbers can give you is a clear understanding of WHERE people come to your website from.
Are they clicking over from your link in bio on Instagram?
Checking you out from a link you dropped in your latest newsletter?
Clicking on your links embedded in your podcast show notes?
Or finding you from a good old Google search?
Knowing where your website traffic is coming from gives you a feel on how your different marketing channels are performing.
If you thought Instagram was your biggest ticket to new leads, but your website shows that your traffic really comes from your email newsletter or podcast, your marketing strategy might need some tweaking.
But, figuring out where people find your website is really only half the battle.
2. Where Are Your SALES Coming From?
The next question you want to ask your website data is who is actually buying?
Maybe your top traffic source is Instagram (that link in bio is doing workkkk), but those people aren’t actually purchasing anything. They’re hanging out on your website, but aren’t quite ready to buy yet.
You can continue to pour your marketing efforts into your IG feed, stories, and DM conversations, but you probably won’t see a giant leap in sales.
But if you notice that your top traffic source that actually purchases is from your email newsletter, that knowledge places you on a whole new trajectory.
You aren’t going to completely ghost Instagram, but if your toddler is sick, your husband is out of town, and the dishes are taking over the sink, you’ll probably spend 15 minutes pounding out an email newsletter instead of designing a post for your feed.
And you won’t have to feel guilty about it.
If you’re wondering where on earth to find this information, check out your Google Analytics Traffic Acquisition report underneath the Acquisition dropdown. You can see how many key events (what Google Analytics generally categorizes as purchases if it’s receiving that information from your website) are associated with each different type of traffic source.
3. What Pages Are People Hanging Out On?
This might seem like a small thing, but noticing the top hits for pages seen within your website could radically change your life.
Okay, that might be a slight hyperbole, but you won’t know until you try it! 😉
Looking at the top pages within the past month can ensure your people end up where you want them to.
For example, during the end of November, you hope your Black Friday sales page is getting the most views.
Or, you generally want your services page (hello sales) to be getting more views than a 404 or broken link.
If you notice something is off, or a random page is way higher than you hope, it can signal a couple of different things.
➡️ Maybe a link is broken somewhere on your website & you aren’t actually sending people where you think you are.
➡️ Maybe the flow of your website isn’t quite as intuitive as you had hoped.
Regardless of what your top three pages are, it will give you incredible insight into what people are doing once they get onto your website.
4. Which Products or Offers People Are Checking Out?
Similarly to using your website data to figure out what pages are getting the most views, your numbers can also tell you which products & offers are catching the eye of your audience.
When you know which offers and products are the most intriguing, you know which ones to talk about more often.
One of my clients recently had the epiphany to create a nurture sequence that highlights the most popular courses after using her website data & a recent sale to determine which ones that actually is.
And you can even take it a step further to know exactly which audience to pitch which offer to.
All you need to do is sort the source of purchases by product / offer instead of clumping them all together.
And then you know which product to highlight in your email newsletters compared to your podcast episodes compared to your IG stories.
Which ultimately means you spend less time deciding what to market, and more time selling your amazing services.
Creating Your Marketing Strategy with Your Website Data
Your website data is filled to the brim with information that will create a solid marketing strategy that works with what’s currently going well in your business.
Because finding more sales doesn’t mean you need to be doing more, inventing more offers, or coming up with more lead magnets.
But it does mean you need to spend some time looking over your website numbers to figure out where your leads and sales are coming from so you can do more of what’s working.
So before you sit down to plan out your marketing for the next year or month, take 20 minutes to sit down with your website data and learn what’s driving traffic and sales for your business.
And if you’ve been avoiding Google Analytics like the plague, it’s time to bring a data specialist onto your team.
Learn more about what a Data Specialist could do for your business, and
book a time to chat about it if you decide you don’t want to go another day without a data nerd running behind the scenes of your business!
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