Recently, we blogged about the strides Google Analytics had made in tracking traffic coming to websites from social networks …including the Twitter button, the Facebook Like, Unlike and Send actions, and of course the Google “+1”.
Posting on Social Media Today, Chad Wiebesick has dug into this more deeply, and has identified three ways that you can use Google Analytics to supercharge your company’s social media initiatives.
Optimize social traffic
Create a custom advanced segment to look at the percentage of traffic that came to your website from social media, and what those visitors did once they got to your site. But you should go deeper than just looking at whether Facebook, Twitter, or LinkedIn drives the most traffic; try comparing that group against a control group of people who didn’t interact with social media, looking for how the social media traffic stacks up in areas like lead conversion rates, website bounce rates, and time spent on your site.
Find new customers on Twitter
How is this possible?? …because Google Analytics can help you figure out which Twitter conversations you should be listening in on. First, analyze your search engine traffic to see what keywords people are using most often in order to arrive at your site. (Of course, you should be doing this anyway, to ensure the currency of your content and your site’s optimization.) Next, create an automated search feed for those keywords on Twitter to identify conversations people are having around those keywords; then jump in and Tweet with the ones that seem like potential prospects.
Drive more blog traffic
Use those most popular search phrases (that Google Analytics helped you identify in the previous step) throughout your blog – in posts, titles, and tags – to generate more blog traffic. If your website has a search box, set up Google Analytics to record people’s internal search queries; then use those search phrases in your blog, also.
Google Analytics is a very powerful tool. Unfortunately, most businesses tend to make fairly limited use of it …because they may feel overwhelmed with all the data it provides, or may simply be measuring the wrong things. If that seems to describe your situation, there is help available…
- the GA support site has a wealth of information for everyone from the rank novice to the 9th-level guru
- your Web marketing consultancy – especially if they provide search engine optimization (SEO) services – can probably provide as much guidance as you need (or perhaps even take the job off your hands) …because it’s an everyday tool in their bag
Google keeps adding more and more useful coverage and functionality to Analytics. Make it your friend, use it imaginatively; and as Chad says, it will reward you with “actionable insights so you can confidently make informed business decisions.”