Summer is a great time to analyse your lead generation and Analytics configuration. After all, some things can always be improved. Get yourself ready and let’s go.
Looking for top leads? Do your Analytics homework – SummerschoolThis blog is interesting for online marketers that are responsible for lead generation within their business. Entrepreneurs that are active in B2B markets will (hopefully) also be able to learn something from it. In this article I will discuss among others:
- Google Analytics
- Lead generation
Your Analytics account: discover the hidden treasure of leadsWith the summer holidays at our doorstep, it can be useful to optimize your lead generation. Invest time in your Analytics account and help your pipeline to look promising again after the summer holidays.
Google Analytics thus has an important role. After all, the visitors on your site are eminently potentially valuable leads as they have already shown interest for your brand.
Through analysis of the relevant data you know among other things where your prospects are, what content they like, which devices they use and what you ‘have to’ offer them to achieve sales.
In B2B Google Analytics is a basis for the often more complex buyer journey. Company websites are becoming the primary lead channel for many businesses out there.
Not so crazy if you think about it, because a website is in fact a digital account manager. It works 24/7, is never ill and doesn’t complain about a bonus or pay raise. But it’s not that easy. Your website and your Analytics account require your attention and above all regular maintenance.Think of the following:
- Good content that leads to action and digital ‘snacks’
- The adjustment of conversion goals
- The filtering of unwanted traffic
- Setting up specific segments
Recognize leads in Google Analytics LeadsGoogle Analytics thus provides you with a ton of information. But which benefits can you get out of it? 1. Origin and language of future prospects
This is of course very valuable information in aspect to offering relevant content to visitors so you can seduce them even further into the funnel.
4. Relevant marketing dashboard: in control in the drivers’ seat It seems so obvious, yet most companies do not have their dashboard in good order. A missed opportunity because a good dashboard in Google Analytics delivers a lot of benefits. It would take too long to list all the possibilities, but I gladly refer you to this article by Search Engine Land. It covers some of the basic B2B dashboards.
Be especially ‘lazy’ while designing your dashboard. A lot of dashboards are already available through the Google Analytics Solutions Gallery.
The basis for a good dashboard is a measurement plan. This gives direction to the relevant data from within your business strategy. Keep this in mind and maybe brainstorm about it with the Sales department.
Stay in shape with your business leads!Lead generation is hard work, every single day. You can compare it with running a marathon. Training, training, focusing, and a lot of choices. No company can afford to let lead nurturing running its own course.
The competition in many markets is very large and buyers have sufficient alternatives. Relaxing and minding your business slowly is often synonymous with lost revenue.
It can seem like a huge burden to tackle this aspect. Yet it is less ‘scary’ than you imagine. Moreover, it’s about the potential customers on your site. Give them your attention and you’ll earn it back twice over.
For those who really like this post, I refer to the latest Google Ads and Analytics Innovation Keynote.
Are you a real Analytics genius, then I suggest you take a look on the website of Paul Koks. Good luck with your Analytics Summerschool and in any case, happy holidays!