Basic Data Analytics For Your Digital Marketing Campaign
Digital marketing for our practice is taking more of our interest and time than traditional marketing. We are investing significantly and eager to understand which data analytics are most important and where to look for them. Data analytics are related to the practice’s website traffic, how visitors interact and what value is being co-created, and how the practice is collecting value that can be used to measure its return on investment (ROI). The most important analytics are traced and collected using web analytics tools like Google, social media analytics (like Facebook, Twitter, and Instagram), mobile analytics (like WhatsApp, and SMS apps), video analytics (YouTube), and email marketing (like MailChimp).
The Optometry practice ROI on digital marketing is calculated using a process that measures the value of each campaign launched on each platform. This process should allow you to compare ROI from each campaign and identify which platform has the highest ROI based on benchmarking as well as historical data from previous campaigns. Other measurement criteria on how your campaign is performing provide information on the growth of your social media using Pay Per Click and Click Through Rates (CTRs).
Audience segmentation is very important to send targeted messages to specific categories or audiences and it can be designated when you are setting up your ad campaign. It also allows you to analyze and study the behavior of every segment of the audience and allows you to calculate the customer acquisition cost and the customer lifetime value for every category.
Google enables access to many data analytics for free both to track your webpages and social media pages. Some key analytics that can be retrieved from platforms without having to hire specialized digital marketers include:
Google statistics provide information about site visits (you will understand customer engagement, behavior, and preferences), conversion rates (how visitors are being converted into schedules and sales), average visit duration (especially important to understand the quality of your inbound marketing content), page views with new visits, the bounce rate for visitors who landed on your website and left (should be the lowest possible), geographical, and country visits. Google dashboard is a friendly user and can enable more data in the subscription plan.
Email marketing can be traced by subscribing to different platforms like MailChimp that help you understand conversion rates and bounce rates of sent emails in your marketing campaign. You can trace who reads your emails, what attracts their attention, and which content is mostly clicked. You can invite your audience to take part in your email marketing campaign by asking them to share content they like with their friends and followers on social media. This way you will trace the engagement rate and its effect on the ROI.
Social media analytics can be obtained within the Google analytics platform or can be traced and collected on each social media platform. Social media data allows you to understand which posts are more engaging and have high conversion rates. Almost all platforms also provide suggestions to connect with people and provide you with the opportunity to increase your social network and bring about new opportunities for growth.