You can learn a lot from marketing analytics, like who’s seeing your ads and whether they are actually doing what they’re supposed to be doing. However, if your stomach drops every time one of those statistics dips below what it was last month, you may not be focusing on the right analytics. It’s true, analytics can tell you anything and everything about how your PHC’s marketing strategy is performing – sometimes it can even tell you too much.
Let’s dig into digital marketing analytics and what you really need to be paying attention to.
Social Media (Awareness Phase)
Social media platforms like Facebook and Instagram are ideal tools for reaching more abortion-minded women. Social media is all about awareness: building an audience and letting people know you’re there. Awareness matters because women who need your services will only come in if they know you’re there.
Which marketing analytics matter for social media?
Because social media is awareness-centric, impressions and reach are the analytics that matter. Impressions are the number of times your ad has been seen overall, while reach is the number of people who have seen your ad. Reach will typically be a lower number than impressions, because one person may have seen your ad multiple times.
SEO & Web Traffic (Consideration Phase)
SEO (Search Engine Optimization) is the process of optimizing your site so that it can be easily found on search engines, like Google, by people who are searching for topics related to your services. SEO drives traffic to your website, sending the people who are actively seeking your services to you. Optimization takes time to implement and to see results but is well-worth it in the long run.
Which marketing analytics matter for SEO & web traffic?
The goal of SEO is to direct women searching for abortion-related topics to your website. Therefore, organic visitors, users, and search queries are the metrics that matter. Organic visitors are the number of people who came to your site just by searching for something related to your services in the browser. Users refer to the unique individuals who visited your website, regardless of the number of sessions (AKA the amount of time spent on your site). No matter how many pages they clicked on, each person will only be counted one time. And finally, queries are the search terms that people use to find your website. Make sure to keep these metrics in mind when looking at reports!
AdWords (Decision Phase)
Google AdWords is for the women who are searching for related services and are ready to make a decision about what they want to do. AdWords is an excellent tool for getting more clients in through your doors, as 60 percent of people who are ready to make a decision will click on a paid ad. Better yet: you don’t pay for the ads that appear and don’t get clicked on. Unlike with SEO, AdWords can instantly yield results if you are using it properly.
Which marketing analytics matter for AdWords?
As AdWords is all about catching people who are farther along in the decision-making process. That means conversions and cost per conversion are the analytics you want to pay attention to. Conversions are the number of people who took the action you wanted them to, whether it’s filling out that contact form or making a phone call to your center. Cost per conversion tells you how much on average you paid for each one of those actions.
While there are a number of statistics involved with marketing analytics, don’t get caught up in the little things. These are the metrics that matter: impressions and reach when referring to social media, organic visitors, users and queries when you’re talking SEO and web traffic, and conversions and cost per click when it’s all about AdWords.
Interested in increasing the analytics that matter? Contact Choose Life Marketing today.