Welcome to Marketing
Analytics Lingo 411 :)
If you're new to digital marketing and trying to wrap your head around its many facets, Morsel Resplendence is here to help!
Long gone are the Mad Men days when marketing and advertising we're thoughtfully curated catchphrases, jingles or enticing print ads. With the introduction of the internet and the exponential growth of technology, marketing too has changed. Marketing's evolution as an industry is truly astounding...
Marketing analytics are important. They bring an accountability factor and palpable ROI to your marketing efforts. You could be on multiple social channels, blogging left and right, or spending a ton of money for paid ads, but what are those efforts exactly doing? Analytics helps illuminate those efforts to see if they've resulted in achieving the traffic you wanted. If you have a new business here are basic, but important, marketing terms you should know and be aware of pertaining to analytics.
SEM (Search Engine Marketing) - This is an area of marketing that pertains to paid ads and paid search. The mega conglomerate search engine that dominates SEM, easy analytics, and more is Google. However, Bing has been thought of as a paid ad contender with less expensive ads (due to less competition). Certain ads have the option of CPC (cost per click), CPM (cost per thousand), CPA (cost per acquisition), as a company you'll want to identify which ad pricing model makes sense, CPC is the common option. With CPC you are paying for the action of each click versus a cost per impression ad thousands of people may have seen and paying for each time someone saw your ad. That would be quite expensive and not yield the action/click you wanted.
Email Marketing CTR - Most professional email platforms, such as MailChimp will display analytics of a sent email/campaign. The one you'll want to look out for is the CTR (click through rates). Usually an email campaign will have a CTA (call to action) for the recipient to click, usually leading to a landing page on your website. The CTR shows you if the email achieved its objective/if the user clicked what you wanted them to. The CTR is a good way to measure success or go back to the drawing board to tweak your email/campaign if the CTR was low.
SERPS (Search Engine Results Pages) - As a business your goal/holy grail should be to cover the first page when someone searches for your business or key terms associated with your business online. Whether Google, Bing, Yahoo etc. This can be from paid ads, but really you should focus on quality content the shares information on the terms you want to rank for. Blogging in the long-run is less expensive, and you should be blogging versus competing and spending money on paid ads, which depending on other advertisers can get very expensive. Not to say that you shouldn't have paid ads too, but we'd recommend starting with blogging first to see if you really need to fork out additional funds for paid ads.
SEO (Search Engine Optimization) - Not to be confused with SEM. SEO pertains to organic rankings that business owners will want on the first SERPs. SEO involves strategic keywords relevant to you business's company and industry. Website page optimization as well as content creation aides in SEO (again, think: blogging).
Direct vs. Organic Traffic - If you're not familiar with diving into analytics then you might not know the difference between the different categories of traffic you're looking at. Typically, these terms are also bunched with others such as: referral, sources, paid, social etc.. When you're looking at all of these categories at once, it's understandable if you don't know what's what or understand if you should be happy about these numbers or concerned if some are greater than the others. While some vary based on a company and their efforts and dollars for paid ads or social traffic, you'll want to see your organic traffic higher than the other traffic channels.
Organic traffic is when someone has typed in your company name to the search bar or keywords and terms associated with your company and clicked on search results relating to your site. These users may not have been necessarily searching for your company. However, what they saw on the SERPs was enough to point them to your site. This kind of traffic is so sought because it shows that you're doing the right things to rank organically for what users might be searching for to find you/your site.
Direct traffic is when someone has directly typed in your company's URL address into the search bar (knowing that their action would result in going to your website). This is also a solid channel to go after because it shows there is brand awareness for your website and users are choosing to visit directly.
Digital marketing is always changing and moving into a direction that looks positive for both the business owner, as there are new ways to connect with potential customers than ever before, and the consumer since they can connect with brands and companies they like or want to learn more about.
We hope the above has helped you understand a little more about analytics terminology. As always, Morsel Resplendence is here to help you meet your modern marketing needs. Thank you for reading!