At this week's meeting, we were joined by Hanna Burmeister, the Marketing Manager for the Michigan Small Business Development Center. She provided our members a Google Analytics Overview and covered SEO tools, both vital skills for careers in marketing. Since topics like these are not often covered in classes, this was a very beneficial and engaging presentation for students. If you were not able to attend, here were Hanna's main points:
Hanna described email marketing as the most cost effective, direct communication to customers and clients. It is also extremely beneficial because it is easily adjusted to different marketing strategies. In order to analyze your email marketing strategy, you must track your click through rate, open rate, time sent, and date of message. Tracking this will help the marketer gain more insight on engaging their audience and how to further optimize their strategy.
This tool, specifically Google Analytics, can track your website's page views, users, amount of time users spend on page, bounce rate, and much more. Analyzing page views helps the marketer understand the type of people visiting your website's pages and the top pages they view. Google Analytics also tracks acquisition, which is organic search terms and inbound traffic sources. Organic search terms are keywords people were searching for online that landed them on your website. Inbound Traffic Source is traffic to your website that comes from another website. Hannah described the best way to learn how to effectively use Google Analytics is lots of practice!
This tool is important for marketers because it makes sure your website is actually being seen online. Hanna talked about how it is important to utilize Google's search engine to drive potential customers to your website. She described both On-page and Off-page analytics. On-page analytics track your keywords (what terms you are communicating the most,) titles/descriptions, and checks for broken links. Off-page analytics tracks your inbound links, social media, and overall website security.
To learn more about SEO tools, analytics and inbound marketing, Hanna suggested checking out www.hubspot.com, which offers free online training and courses.