“Measurement is the key to success.”
This cliche not only holds true for marketing. And in the digital marketing realm, it reigns supreme. But having robust tools and software to gain web knowledge isn’t always necessary.
Sure, this is helpful for big enterprise and larger non-profit marketers who need to really dig-in to digital segmentation of the masses.
But for small and mid-sized companies, there are several easy ways for you to gain this information…for FREE.
Currently used by over 50% of the top 10,000 websites in the world, Google Analytics is the simplest and most robust free analytics offering.
You can find where your visitors come from, what they do while visiting, and how often they come back, among many other things. But it’s the ease of use, customization and learning simplicity that makes it one of the most popular services.
A complex SEO and website performance service that allows you to optimize segments of content and development of your website to help your site convert into SEO clicks.
Integrate with Google Analytics, help Google find your content with XML sitemaps and find broken links with locations of where you left them. With a list of metrics and tools big enough to merit its own blog, Webmaster Tools is the perfect companion to measurement.
A similar, competing offering from Bing gives more depth. It offers better access to website options, simpler analytics and channel integration, real-time data collection, and plenty of additional customized options. For those looking to dig a little deeper into their website optimization efforts, this is a great option.
Online survey solution that allows you to understand the “Why” around your visitors. The premise is to learn what people are doing while on your website. A powerful way to learn from customer experiences on your site, answering four key questions:
- What are users at my website to do?
- Are they accomplishing it?
- If not, why not?
- How satisfied are they?
The simplest free offering in terms of analytics for Facebook, providing detailed information about page visits, likes, comments and more. With different types of Facebook Insights, based around both post or page metrics, this is the best and only tool you’ll need if you’re using Facebook content to help engage your customers.
Now with simpler metrics and focus areas of page, post or visits and their referring channels.
You probably won’t use every tool all of the time, but it’s beneficial to know about these options and how they can fit into your digital strategy. And using multiple tools only gives you deeper insight into customers and success rate.
“The quest for a single tool/source to answer all your questions will ensure that your business will end up in a ditch, and additionally ensure that your career (from the Analyst to the web CMO) will be short-lived.”
In short, focus on multiplicity. Or simply join the unfunnel network of agile marketing and design minds – a digital movement that keeps entrepreneurs in motion.