Most business owners tend to focus more on social media platforms like Facebook and Twitter to engage with potential customers and convert every lead into an actual purchase. Sure posting content on Facebook then turning it into a sponsored ad can reach more prospects, but every business owner should keep in mind that you have to understand your customer first before creating a paid social or search campaign.

Business owners can increase conversion rates if they know what they're selling and whom to sell it to. It's a fact that every purchase isn't done after a customer gets a hold of your product. Every business owner should invest in time and research to entice potential customers and influence buyer decisions. Substantial data is crucial as much as your budget is when it comes to covering your target audience and improving your lead generation strategies.

Thanks to Google Analytics, the vast information available can help business owners and local marketers improve their strategies. Every business owner and local marketer have a variety of goals. From increasing their email lists to gathering local demographics, every goal complements the other. How can you determine these goals? Ask yourself what you need! Here are some key aspects in using Google Analytics to complement your content marketing strategies:

Product Awareness

Launching a new product or service requires preparation. You want this new product get infront of a potential customer and make the idea stay inside his head. But first, you need to peek inside his head! Did a prospect just landed on your website or blog out of nowhere? By using Google Analytics, you can assess what search terms people have been using that drives them to your site. You can use Traffic Sources option or viewing data over at Organic Search.

These search terms are mere keywords to potential customers, but for a business owner it means that you can optimize the content of your blog post or landing page around these search terms. Relevant content works like a magnet that attracts a search query, you can broaden your reach using Google's Keyword Planner to audit High Search/Low Competition keywords.

Lead Generation

Increasing product awareness will lead us to acquiring leads and nurturing it. Google Analytics will help you with its key insights that will bring you leads from your website or entice people to visit your physical store. Using Organic Search results, you can combine this with demographic info and buying behavior found in the audience section:

  • Age, sex, browsing preferences (desktop or mobile), and location are four immediate examples
  • Behavior on site—action taken, content shared, explore or leave

You can create relevant and quality content using these data and you can even make a customized copy depending on the search term a particular prospect used before arriving at your website. If you have a physical store, encourage buyers with coupons or special offers that can be redeemed when they visit you. If you're an online business then you can come up with a set of Call-To-Action content that can convince people to make a purchase online.


Customer Retention

One of the most underrated and ignore functions of Google Analytics is to use data in increasing customer retention and improve positive feedback. Potential customers land on your website after making a search query. Here some of the reasons why:

  • Comparison of similar products or services
  • Available customer hotline or help desk
  • Information that will affect their purchase

You can determine if the visitor is a current customer or a prospect based on the search term he used. Optimizing the response for current customers can already answer their queries right away. A list of FAQs (Frequently Asked Questions) is a big help in terms of customer service. Creating a relevant list with frequently used search terms will jumpstart your customer retention efforts.