When it comes to marketing your small business, it matters that you know what’s working about your approach and what isn’t. It’s harder to do that without the right data. Without seeing specific information and results to tell you how your marketing is actually benefiting your business, that marketing ultimately won’t be as effective as it otherwise could be. When you have the right data at your fingertips, though, you can get your business’ message out to your potential customers and stand a much better chance at seeing the explosive growth you want.

Enter Watermelon Analytics. We work with small businesses regularly to kick their marketing strategies up a notch with relevant data that tells them how current and potential customers are responding to those strategies. We know from this experience which analytics are most essential to keep an eye on, what they mean for your marketing, and how to utilize that information to enhance your customer growth.

In this post, we’ll cover some of the specific benefits of digital analytics, which particular analytics are most important to pay attention to, and why a consulting firm like ours could be a wise investment for the growth of your business.

The benefits of digital analytics

If your posts through social media, blogs, newsletters, or other marketing channels seem to never get any traction, it may be because you’re not looking at the performance metrics of anything you post in those channels. Writing up a piece of content about a topic or question that none of your current or potential customers are actually familiar with or care enough to talk about isn’t going to be the vehicle for substantial growth for your business.

That’s where digital analytics come in. Looking at the metrics of what your business posts or produces as part of a marketing strategy will give you a direct look at which messages are resonating with your customers and which aren’t. Beyond that, you can look at metrics for various keywords and topics to see how much they’re being talked about online, and whether the people interested in them are the same types of people that would buy your product or service.

Which analytics should you pay the most attention to?

A few key metrics are especially important for gauging how well your marketing is working at bringing in new business and earning you money. These include:

• Traffic source: Where people are finding your marketing content and clicking on it.
• Pageviews: The number of times your page has loaded and been viewed by someone else, which gives you a better idea of which pages are receiving the most attention.
• Average session duration: How long a user remains on a page, on average, which can tell you which pages of your website users are engaging with most.
• Bounce rate: The percentage of people leaving your website after viewing only one page.
• Exit rate: How many people leave your website from a given page.
• Conversion rate: The number of visitors to your website or page who complete an action which turns them into a customer or subscriber.

The value of hiring an analytics consulting firm

We’ve written before on our blog about what makes a digital analytics consulting firm valuable for small businesses, specifically with regard to SEO. Many of the same points made in that post still ring true in this case. A consulting firm like ours can interpret the data you see from your marketing campaigns and guide you toward improving them to see a substantial increase in positive, profitable results. Great marketing is an essential tool for any thriving business. Let us help you strengthen yours.

Up your small business digital marketing game with Watermelon Analytics!

If you’re interested in taking advantage of our services and expertise, contact us through our online form now. Don’t take shots in the dark with your marketing. Let us help you build an informed strategy backed by data to take your business’ success to the next level.