Using Web Analytics to Improve Marketing Performance

Transcription

1 OCT 25 8:30 AM REGENT CONCURRENT SESSION Using Web Analytics to Improve Marketing Performance Speakers: Hinda Chalew, SVP, Marketing & Interactive Services, Staffing Industry Analysts Brad Smith, Director, SEO & Social Media Marketing, Haley Marketing

2 A guide to analytics Agenda Definitions Deciding what to measure Use cases Measuring your analytics Resources

3 Phrase Definition Visits Unique Visitors Page Views Bounce rate New visitor Returning Visitor Frequency & Recency Engagement Referral Traffic Direct traffic Paid search SEO Landing pages Trackbacks Conversions Conversion rates Definition The number of visits to your site The number of unduplicated visitors Total number of pages viewed, repeated views are counted The % of a single page visit in which someone left the site without interacting First time visitor Repeat visitor The distribution of the number of visits compared to the count of visits How long someone is on a page Where site traffic is directed from Self directed traffic Traffic that is generated from paid web ads The process of improving a search engine s results for unpaid search results A directed page that is used for marketing to capture information A way in which you can receive notification when someone links to a document Number of goal achievements/visits

4 Deciding what to measure What are your goals? Sell products or services online? Showcase your work and get new business? Give more information and communicate your offline business? Provide information about your organization? Conversions to track A sale or purchase A form completed or leads generated A phone call An appointment made Something downloaded

5 Metrics Engagement metrics Time spent on your site Number of pages visited Pages per visit Bounce rate Social shares or mentions Acquisition metrics Number of visits Number of unique visits New vs. returning visitors Inbound links

6 Case 1: National Staffing Firm With Branch Offices Challenges: Low online traffic volume for company with 40+ offices Very limited local search traffic for individual offices Search engine keyword traffic was coming from all branded terms (terms with company name included)

7 Case 1: National Staffing Firm With Branch Offices Metrics to Analyze: Overall Site Visits Are you getting an appropriate number of visits for a firm your size? Audience Location Are you getting traffic from key markets? Keyword Traffic What keywords are people using to find our website? Are we getting people searching for the service we offer?

8 Case 1: National Staffing Firm With Branch Offices Solutions: Build a new, more contemporary website Search engine optimize entire website Create individual local pages for each office that are optimized on a local level Create/claim individual Google+ pages for each local branch Develop a weekly blogging/content calendar and strategy (2 posts/week)

9 Case 1: National Staffing Firm With Branch Offices Results: 203% increase in the keywords that drive traffic to the website Total Keywords Driving Traffic 4,302 total #keyw ords driving traffic 1, Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13

10 Case 1: National Staffing Firm With Branch Offices Results: Over 945% increase in search engine traffic Search Engine Traffic 57, , visits from search engines 0 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13

11 Case 1: National Staffing Firm With Branch Offices Results: Over 640% increase in website visits Overall visits 95, Overall visits 12, Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13

12 Case 1: National Staffing Firm With Branch Offices Results: Just wanted to share with you that in the last 2 weeks we have been contacted twice by companies Googling staffing services in Maryland Heights, MO. Now mind you, we are in a neighboring city called Creve Coeur, and within 5 miles of both of these towns are more staffing companies than exist anywhere in St. Louis. We are in the epicenter of staffing and our name came up first in the search. That's powerful stuff if you ask me. Both of these calls are resulting in the following assignments in February and easily totally an additional 350 hours.

13 Case 2: Travel Nursing & Allied Health Recruiters Challenges: Had a new, professional website but still were not getting inbound candidates/applications Percentage of new visitors to their website was low Search engine traffic was very low

14 Case 2: Travel Nursing & Allied Health Recruiters Metrics to Analyze: Behavior Overview What pages are being visited? Do you have a navigation issue? % of New Visits Are you attracting new visitors to the site? Traffic Sources Are search engines directing traffic to you?

15 Case 2: Travel Nursing & Allied Health Recruiters Solutions: Develop a weekly blogging/content calendar and strategy (2 posts/week) Establish social media accounts for each division (Nursing, Allied Health, Pharmacists) Publish content on website and use social media to reach a larger audience

16 Case 2: Travel Nursing & Allied Health Recruiters Total websites visits skyrocketed. There was a surge of unique visitors. Engaging content increased total pageviews. They began attracting more new visitors to the site.

17 Case 2: Travel Nursing & Allied Health Recruiters Results: Search engine traffic increased by roughly 160% but even more impressive is the increase in traffic from Facebook! Facebook is now a consistent driver of good candidates and a low-cost recruiting platform.

18 Case 3: Allied & Locum Tenens Recruiter Challenges: Outdated website presence Extremely high bounce rate on application

19 Case 3: Allied & Locum Tenens Recruiter Metrics to Analyze: Bounce Rate & Exit Rate Are people visiting specific sections of your website and leaving before taking the appropriate action?

20 Case 3: Allied & Locum Tenens Recruiter Solutions: Create new contemporary website Add an internal job board Convert long application to mobile-friendly, short-form application Develop a weekly blogging/content calendar and strategy (1 posts/week)

21 Case 3: Allied & Locum Tenens Recruiter Results: Statistics improved across the board but the most impressive stat is going from no online applications each month to over 120 qualified applications each month! Over the course of the last year we have analyzed all of our recruiting efforts to determine our most effective recruitment channels. We looked at not just total number of applications, but how many physicians we actually placed on assignment to determine our ROI. Our job board and blogging services from Haley Marketing Group have generated the highest return of all our recruitment activities. In fact, the results are nearly double most other sources.

22 Case 4: Staffing Firm in Texas Challenge: Needed to fill a high volume of positions quickly by leveraging their social network.

23 Case 4: Staffing Firm in Texas Metrics to Analyze: Facebook Insights Look at Total Likes, People Talking and Weekly Total Reach Traffic Sources: Social Is social driving traffic? What networks provide the highest return?

24 Case 4: Staffing Firm in Texas Solution: Post open assignments on internal job board. Create a status update on company Facebook page. Run a targeted Promoted Post campaign to increase reach of post.

25 Case 4: Staffing Firm in Texas Results: Each promoted post on Facebook receives a lot of interaction and goes viral. This one post reached over 20,000 people near Dallas for $10. They were able to fill over 20 positions in a day. Traffic to job listing peaks with targeted Facebook promotion.

26 Resources Creating a Killer Staffing Website Staffing Website Optimization 101 Social Media A Gameplan for Staffing and Recruiting Firms