Using Google Analytics to Tailor Your Content Marketing Strategy
Are you using Google Analytics to track traffic and visitors to your website? It can seem overwhelming to have a ton of data attached to your website and confusing about what to do with it.
Google Analytics (GA) can be difficult to navigate at first. Once you get the hang of it, however, it is one of the most powerful marketing tools available, and will become your travel business website’s best friend.
With the help of GA you can learn valuable information about who visit your website, which pages get the most visits, and how visitors find you. Now, this is all great to know, but ultimately useless unless you use it to develop an active tourism and travel marketing campaign. How exactly can you do this? Don’t worry, it’s much easier than it looks:
Have a goal in mind
The first step to using Google Analytics as part of your luxury travel brand marketing strategy is to set a goal. This is important because before you can be successful, you need to determine what success looks like to you. To begin with, set out a plan of desired pageviews and visitors. Once this is ready, ask yourself why you want visitors, and whether you want them to buy a product visit a destination, book through your business, or something else. Whatever the answer is will determine your ultimate goal.
From here, you can build your hospitality and tourism marketing strategy geared towards making that very specific goal happen. All the information that GA presents to you will then need to be transformed into a tool that will guide every step of your content and social media marketing plan.
Get to know your audience
After you have your set goal, you can start to create your plan by getting to know who your audience is. Google Analytics will give you as specific information about every person who clicks on your page is as possible. You will have access to the gender and age group of audience, as well as what country they are from. This will give you an idea of exactly who is looking into your brand, and how to market yourself to keep their attention.
Now, your desired target market should have already been established when you set your goal. If the people you are reaching are part of your target market, then keep up the good work, but don’t stop wooing them. If you want to reach another market, switch your strategy and your social media presence to fit the target group better. Either way, Google Analytics will help you decide what tone and language to use (for example, using more slang if you want to reach a younger market), what social media outlets to focus on, the content of your page, and even what time you should publish your posts on social media.
Learn what content is performing better
One foolproof way to keep your audience’s attention is to give them what they want. How exactly can you know this? Google Analytics literally tells you! By knowing how many views each page of your website gets, you can easily determine which posts are working, and which are not. If you see that a page other than your home page (which is the one that gets the most views in the majority of cases) is getting a lot of attention, it should be a signal. What this tells you is that the content of that page is what gets people’s attention, and that you need to publish more things that resemble it. On the other hand, if a page is barely getting any views, then you know that there is something that needs to be changed.
Besides views, you should pay close attention to how much time each person is spending on each page- yes, Google Analytics does get this specific. Why does this matter? Because it tells you not only which pages are able to grab people’s attention, but which ones are able to keep it. If your titles are catchy but your content is poor, this is where it will show. Since your strategy is to build a solid base for your business, your tourism marketing campaign should most definitely take this into account.
Pay attention to referrals
Just like letters of recommendation, referrals help you land jobs. When talking about web pages, a referral is another page or a social media platform that drives people to your page. Referrals act as bridges between the people that they reach and you.
Google Analytics tells you which pages are linking into yours, and how many people are coming in from them. Use this knowledge to your advantage, and develop both a content and a social media marketing plan based on this. If you see that a certain blog is driving people to your business, email the blogger and offer some sort of partnership. If you see that many of your viewers come in through Facebook, consider investing in ads on the platform, and come up with a strategy to boost your presence and performance on it.
As with content, don’t just stay on the superficial statistics: Dig deeper. GA not only tells you what pages and platforms refer you, but also gives you the conversion rate for each one. The conversion rate basically means the number of people who come into the website and take the desired course of action. For a tour company, the conversion rate will be the amount of people who end up booking a tour, if you are a tourism board or a blog it will probably be how many subscribers you get, and so on.