Building Your Brand Series Part 3 – Analytics
November 3, 2008 :: cbensenAnalytics is a scary word to many people. I think it’s because it’s related to math. It really is about data though. And the free tools that are available make it quite easy to understand. The most important thing is to take the statistics & put it to use to improve your brand’s presence.
This is the third in a series on building brand. If you missed the first three then you may want to read them first.
- Building your Brand 101 Series
- Building Your Brand Series – Part 1 – Listening
- Building Your Brand Series – Part 2 – Responding
In the overview I described an example of a niche business of a professional photographer that wants to sell her photos online. She has created a site for posting proofs from portrait & event shoots. And she also has created a section where she displays her nature & landscape photography that’s for sale.
In the first two parts of the series I talked about using Google Alerts & other tools for monitoring mentions about your brand & then how to respond. That is social media monitoring.
Now we’re going to shift to the statistics that you can gather & how to use them to build brand.
The three free tools that I use are Google Analytics, Feedburner & Compete. There are many others.
We’ll cover Google Analytics in this post:
- Google Analytics is frequently used. It offers a variety of information. It’s easy to install & use. Follow these steps.
- You’ll need a Google mail account. Then sign up for Google Analytics & add your website. That will give you html code. You need to put that code at the bottom of each page.
You can also see:
- Top content (write more like that – people like it! write a post listing those links)
- Traffic Sources – Here you can find a list of the sources where the traffic that visited your site came from. If there are any surprises go check them out. Maybe you should be providing customer service or joining the conversation there? And if there are ones that you expect, go thank them.
- For the key words – this is what people are searching for & successfully finding your blog. You want to consider these words & use them in future writing. They are also ideas for SEO keywords.
Do you use Google Analytics? and if so what types of information do you find important & how do you use it?
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