Marketing analytics are being used like never before and can provide an immense amount of value when it comes to decision making. In fact, studies have shown that “97 percent of marketers believe that using analytics makes their business more successful — and 86 percent of marketers are using data to measure how customers are interacting with their content.”
At the forefront of metrics is Google Analytics, which is free to use, incredibly user-friendly and has an 82.8 percent market share. Here are three specific ways that Google Analytics can improve your legal content and help you better understand customer behavior.
1) Identify Key Traffic Sources
One of the most important things a legal marketer needs to know is where is their traffic coming from. Is it primarily through search, social, referral, direct traffic or some other source? This platform makes it simple to understand how visitors are making to your website.
All you have to do is click “Acquisition” > “All Traffic” > “Channels” from your dashboard. From here, you can instantly tell what’s going on and identify any areas that need your attention. For example, if you’re not getting the volume of search traffic you’re looking for, you might place more emphasis on on-site optimization to make your legal content more visible on search.
2) Determine Which Content Your Audience is Responding To
Gauging the interest of your audience and understanding which topics are resonating most with them is an important part of getting clicks, engagement and ultimately conversions. By clicking on “Behavior” > “Site Content” > “All Pages,” you can tell which content is getting the most page views. This is helpful because you can determine which themes are are most popular. For instance, an estate planning attorney might notice that blog posts covering wills and trusts are getting a lot of attention and create similar posts that go into greater detail on these topics.
3) Identify Optimal Distribution Channels
Knowing which channels are most effective for distributing your content is critical for circulating blog posts, videos, infographics, etc. to the maximum number of people. You can see which channels are having the biggest impact by clicking on “Acquisition” > “Overview” and checking out which mediums are bringing in the bulk of your traffic. This can be particularly helpful if social media is one of your main means of promoting your content because clicking on “Social” will give you a rundown of which networks are driving the most traffic.
Furthermore, you can gain additional insights by looking at the number of new users, bounce rate, average session duration, pages per session, etc. That way you will know for a fact which channels are best for distributing content in the future so you won’t waste your time on ineffective channels.
Google Analytics can improve your legal content in many ways and turn a mediocre campaign into an epic one. The best part is the simplicity of this platform and the fact that it’s so easy to digest the data it generates. If you’re looking to get the most from your content marketing efforts, Google Analytics is the perfect tool to use.