Have you been using Google Analytics for awhile but have a sneaking suspicion that you just aren’t using it to it’s full potential? Want to take your skills to the next level? Perfect. This blog is to help you use Google Analytics to get the insights that are most valuable for b2b marketing.
In the spirit of going above and beyond, this blog will tread where none have gone before…
I will attempt something both dangerous and exciting. Not only will I present to you the best website grader tools available on the web today, I will attempt to grade the graders themselves. I will attempt to beat them at their own game as it were. Yes, I know, this is brave. I feel like Chuck Yeager must have felt climbing into the cockpit of his jet to break the sound barrier for the first time in history.
But history must be made, and B2B marketers and website developers must be helped. Each tool will be graded on a scale of 1 to 10. So without further ado, I present to you (drum roll please)…
If I had a nickel for every time I read the phrase “big data” on the interwebs, I would be able to pay off all my college debt right now, and maybe even buy a candy bar. And for good reason: big data has transformed the marketing industry. According to a recent study by Duke University, brands will double their marketing data budgets over the next three years.
You know I love metaphors, so here’s a few to get your gears grinding.
As a marketer, data is (or should be):
- the fuel to your engine
- the ping to your pong
- The Maltese Falcon to your Han Solo
- the auto-tune to your T-Pain
Aka: a really important thing for your marketing.
A/B testing is a great, economical way to learn more about what motivates your target audience’s buying behavior. Hopefully everyone is already utilizing A/B testing as a part of their B2B marketing strategy, but if not then this blog is intended to demonstrate how easy it can be.
I recently learned that the majority of people who attempt to analyze their research data have no idea how. If you’ve been testing your own target audience and find yourself in the same boat, you may want to re-evaluate your current testing plan.
The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if your ad is to the right of an image, you may have a better chance of being noticed than if you are to the left of it. There was a great case study about this on WhichTestWon.com as well as the constant need to test rather than always just relying on research.
Optimizing your online conversion requires making things as clear and conspicuous as possible, because your target audience won’t look for it, they’ll just leave. But clear and conspicuous don’t matter if the content doesn’t resonate enough to motivate anyone to buy. WhichTestWon.com illustrated a perfect example of this in one of their recent B2B marketing online case studies.
The Elaboration Likelihood Model (ELM) suggests that our ability to
persuade someone lies in their ability to elaborate on the issue at hand, and one factor that can motivate a someone to engage in elaboration is personal relevance. Recently I came across a B2B marketing case study on WhichTestWon.com regarding this topic that revealed just how important personal relevance may be in motivating buying behavior.