What Google Analytics can do for your Content

Posted by: Chris Marentis

What Google Analytics can do for your Content


Local marketing experts know that understanding your clients is the key to your marketing success, no matter how large or small your company is. Fortunately, business owners have many digital tools at their disposal, but the difficult part is knowing how to use them.

Thanks to Google Analytics, you have access to a wealth of information about your clients, and it’s completely free!

Google-AnalyticsBrand Awareness

The first step of successful marketing is to encourage potential clients to learn more about your company. Through Google Analytics, you can find out what terms people are using to find your website. To access this data, go to the “Traffic Sources” option in Google Analytics; then look at the Organic Search data.

Once you’ve determined which search terms are driving people to your website, you can use Google’s Keyword Planner tool to attract even more people.

Lead Generation

While you’re in Google Analytics, it’s also a good idea to consider the information in the Audience section. This data will tell you the age, gender, and location of your website visitors, which can help you generate leads for your business. For instance, if you know the age and gender of your audiences, you can create landing pages that are appropriate and appeal to each group.

Lead generation also increases foot traffic to your business. When it’s easy to find your business online, potential clients are more likely to visit your business in person.

Also, the Audience information you pull from Google Analytics will give you insight into how long people are staying on each of your website’s pages. If you notice that customers make quick exits on some of your web pages, it’s an indication that there’s room for improvement.

Google Analytics is also great for measuring the success of your local internet marketing campaigns if you include a specific call to action. When a visitor buys a product on the spot, you’ll know that your landing page has been effective.

Client Retention

If you dig in to Google Analytics, you’ll likely realize that it’s not just for attracting new clients; it also helps mortgage brokers keep the clients they have. By analyzing visitors’ search terms, you’ll come to understand why your clients have chosen your company. For example, if they’re searching for “low-cost brokerage services,” you’ll know that they value low fees. If they’re searching for “honest mortgage brokers,” you’ll want to reinforce your reputation for integrity.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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