You’re walking in a remote jungle and you encounter one of the locals. They begin to speak to you, but you don’t understand the language. It appears from their gesturing that what they’re saying should be very important to you, but since you don’t share their vocabulary, you believe your only option is to politely smile and walk away. Soon after, you step into some quicksand and... slowly... begin... to sink.
And that, my friend, is a parable about failing to leverage digital marketing analytics! (Stick with me. I’ll explain.)
Our friends at HubSpot (we’re HubSpot Agency Partner Certified and love the platform!) recently published an excellent article that talks about how to blend web analytics and digital marketing analytics to grow your business. In it, they explain that the term “web analytics” refers to simple statistics you can get from tools such as Google Analytics—things like website traffic, unique visitors, and bounce rate. Unfortunately, while these numbers are certainly helpful, they only tell part of the story.
Digital marketing analytics, on the other hand, gives you a more complete picture of where your content marketing strategy is succeeding, and where it’s not. HubSpot defines digital marketing analytics as “the translation of customer behavior into actionable business data,” and explains that, “Today's marketers can use digital analytics tools to examine the many online channels their buyers might interact with and identify new revenue opportunities from existing campaigns.”
Back to the jungle.
In my story, you knew that the person you encountered was trying to tell you something important. That high-level understanding of their intent equates to your raw and general web traffic stats. However, what you didn’t understand was the more important message that they were trying to communicate by their words and actions. And hopefully the metaphor of walking away without any further effort to understand them (i.e., your prospects) and subsequently “sinking” is clear!
30dps and HubSpot as Your Guides Through the Marketing Jungle
If you’re ready to start taking a more data-focused approach to your content marketing or have been attempting to do so but have not achieved the results you had hoped for, I encourage you to read HubSpot’s article. It provides tremendous insights on how to use digital marketing analytics effectively. That’s Step 1.
Step 2 is finding a partner on your journey through the marketing jungle. We’re humbled to say that our clients will often tell us we’re the best marketing agency they’ve worked with, in part because of our ability to help them measure their marketing success as a means of increasing it. From our offices in Colorado Springs, CO, and Springfield, MO, our teams help clients develop content marketing strategies that leverage high-performing websites we build for them and tight integration with HubSpot to achieve even very aggressive marketing and sales goals.
Is it time to become fluent in the language of your prospects and clients using digital marketing analytics? If you need help with digital marketing analytics, give us a call today!