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Getting Your Analytics Up to Speed Before Peak Season

With the unpredictability of 2021, it has become more critical than ever for business owners to guarantee that every bit of output results in a return on investment. Long gone are the days of crossing one’s fingers and hoping a new marketing strategy does the trick. Most event professionals are finding themselves in a position where they need to see business increase this year in order to see them through to 2022.

You can surely find countless articles and listicles about great sales and lead generation strategies. However, the truth is that your brand is unique, just as your audience is. What works for others may not work for your company and vice versa.

That’s where your analytics come into play. With both real-time and historic data at your disposal, you can effectively confirm the sales and marketing strategies that hit the mark with your target audience — as well as those that fall short. And, with peak season upon us, now is the time to get your analytics in order.

Here are the steps you need to take to optimize your analytics in time for busier months.

Ask the right questions.

When it all boils down, analytics are just a bunch of data points. In order to make your analytics meaningful, you need to ask the important questions that will help you to make sense of your data. It doesn’t need to be complicated; a few basic questions will have you heading in the right direction. Consider these:

  • Is my website traffic of good quality?
  • Where is most of my traffic coming from? What are my top referral sources?
  • What pages on my website do my visitors find more valuable?
  • Which social media platform is performing best?

When you ask questions of your data, you’ll have a better idea of the reports you’ll need to run to find the answers.

Get your website into shape.

Great marketing strategies will drive traffic to your website, but if you see visitors dropping off without inquiring, it’s a good sign you need a website revamp. Ensure that each page of your website is easy to read and provides the important details that would influence a visitor’s decisions to reach out. Then, I encourage all business owners to create a ‘thank you’ page for their website to appear after a visitor has submitted an inquiry. This page must have a unique URL of its own, as it will be used to track conversions in the next step.

Create conversion goals in Google Analytics.

Once your website is sorted out, you can head over to Google Analytics and set up your conversion goals using your ‘thank you’ page. The purpose of this page is to gather data while filtering out any website traffic that didn’t actually result in an inquiry. Click through to Conversions > Goals to set up a destination goal using the unique URL from your ‘thank you’ page.

Note: Make sure you set this goal to “include” so it includes traffic to any variation of the URL, especially if you use UTM parameters in your marketing campaigns.

With all of this set up, you can look to your data to see which marketing strategies have the highest conversion rate so you can replicate with ease. It will also alert you to the tactics that are not quite as successful, allowing you to adjust and optimize as needed (or remove them from your marketing mix altogether). Strategic marketing is built on educated decision-making, so lean on your data to help drive the best choices for your business.

Note: If you are using Dubsado, HoneyBook, 17Hats or other third-party CRM, advanced setup may be necessary to properly track your campaigns.

Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals’ brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.

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Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals’ brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.

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