February 7, 2018 • Aerio Staff
For book marketers & publishers that are not analysts, digital marketing analytics can sound intimidating. But analytics can be incredibly useful – even for those of us who don’t dabble in data science.
Digital marketing analytics can help:
When you think digital marketing analytics, what comes to mind? Our go-to answers likely come from a basic understanding of Google Analytics, like the number of unique visitors to your website, page load time, bounce rate, and how long visitors spend on the site. All relevant metrics that pertain to website performance.
Digital marketing analytics assess a broader view of your marketing strategy and provide meaningful insights into your individual prospects and how they interact with all of your digital channels. Are you using social media, email or a blog to market your book online? Digital marketing analytics covers all your digital traffic and focuses on the customer or lead versus website performance.
Some examples of digital analytics are:
These analytics can help you better understand your audience, refine your messaging and tactics appropriately, and boost book sales.
Why are digital marketing analytics important for book sales?
Digital marketing analytics can be used to deliver an almost inexhaustible amount of data on YOUR specific audience, such as how they use your digital channels, what motivates them to take the next step, and ultimately what closes the sale. By leveraging data, you can determine which marketing strategies are really delivering ROI, and continually enhance initiatives that deliver book sale results.
Here are a few actionable ideas on how you can put digital marketing analytics to work:
Getting started with analytics doesn’t have to be complex. There is a lot you can track and measure. The very best way to use digital marketing analytics to market and sell your books online is to incorporate them into your goals and then use the measurements to continually make better decisions going forward.
First, understand your own marketing objectives. What data will you need to measure and quantify that your objectives have been met? For example, with a pre-pub campaign marketing a book yet to be released, knowing the number of clicks and pre-orders collected is data that helps measure your success.
Don’t get caught up in trying to measure everything. What are the Key Performance Indicators (KPIs) that matter to you? Figure out what matters to your bottom line, tie your KPIs back to simple, specific & measurable goals and start there.
Regardless of the size of your business, you can put digital marketing analytics to work for you. With the right analytics, you can gain a solid understanding of your primary audience and how they use your channels. Analytics also help to develop targeted messaging, which creates a customer journey that speaks to your audience preferences. And ultimately, analytics can help you sell more books online!