Most crafters say “I want traffic to my site”, but then only use social media. That is not enough!

google-analytics-strategiesA craft business should also consider other avenues such as blogging, online ads, social media, and other marketing strategies to reach your potential clients.

But how do you know where exactly to put your marketing efforts and budget?

Measuring each metric is where Google Analytics creates value. Now that you have the data, you have to decide what to analyse. This tool is a big help to small business owners to understanding about what parts of your marketing strategy are working and what’s not. This will allow you to focus your resources on those aspects that are really paying off for you.

We will lay down possible marketing strategies for your business with the help of Google Analytics and you can use them if you think it’s applicable to your business.

If you want to grow your business (and make the most of Google Analytics), you may want to know about:

  1. SEO – Keyword Research
  2. Online Marketing Campaigns
  3. Website Adjustments
  4. Site Search
  5. Goals

SEO – Keyword Research

Google Analytics allows business’ the ability to track the keywords and phrases that users are using to arrive at your website. To get started, click on Traffic Sources > Sources > Search > Organic. Using these keywords and phrases to improve search engine optimization will help your site increase its traffic.

For instance, if reports from Google Analytics reveal a large number of visitors arriving to the website by typing the keyword “unique necklace designs ” you can expand that term by doing keyword research around necklace designs. Use those keywords to develop new informational areas on the website to give visitors added incentive to explore.

You can also use Google’s new keyword tool – Keyword Planner .

Online Marketing Campaigns

It is important for every business to measure the ROI of all your craft business’ marketing campaigns. After all, you’re spending money and time on them. You need to know if it’s worth it. Google Analytics will track any URL that you can edit. Emails, Facebook, banner ads, etc.

Social Media Marketing

Social media is a good way to develop online brand awareness, get closer with your clients, and audience growth. It can also help build links that in turn support SEO efforts. Many people also perform searches at social media sites to find social media content.

Choose a social media partner that is appropriate for your business. You can pick some, or use them all.

  • Facebook – More than 955 million users. Majority between 18-25 years old; 60 percent female. Best opportunity for community building with customers.
  • Twitter – More than 555 million users. Majority between 26-34 years old; 57 percent female. Best tool for interacting in real-time.
  • Google Plus – More than 170 million users. Majority between 26-34 years old; 63 percent male. It is a good platform for driving visibility around a brand.
  • LinkedIn – More than 150 million users. Majority between 26-34 years old, directly followed by 35-44 people. The number one B2B social networking tool.
  • Pinterest – More than 12 Million Users. Majority between 26-44 years old; 68 percent female. It is a good social media for sharing stories via pictures.
  • Youtube – More than 1 billion unique users visit YouTube each month. Over 6 billion hours of video are watched each month on YouTube by adults ages 18-34. You might be interested to check our guide on Video Marketing.

Adwords

Adwords can both affect your business in positive or negative way. Over-depending on it is not good as it costs too much if you don’t get your sales conversion funnel right.

However, Google AdWords is a powerful internet marketing tool. With a potential audience in the hundreds of millions, the return on investment of an AdWords campaign could be huge. That is why using Google Analytics can help you understand if this avenue is right for your craft business. To get the best results from your AdWords marketing campaign, using a keyword tool that finds keywords from actual search traffic and goal conversions is the most relevant and effective solution.

E-mail Marketing

Email marketing is a good way to build your brand, revenue, and a great way to talk with customers.  It’s possible to do e-mail marketing for years without a strategy. But if you want to take your efforts to the next level, you should also have a strategy.

Brainstorm ideas for content offers by asking yourself how to make emails interesting to your target audience. Good offers and promo sales makes your subscribers active and keep you subscription rates high.

Increasing e-mail subscribers is not enough for successful e-mail marketing. Make sure that your strategy is also more ROI-driven, where you explore not only click-through rates and percentages, but see how these translate into leads and customers.

Track your e-mail marketing activity by using link tags as it allows you to evaluate the performance of individual links within your campaign in GA while sending your visitors directly to the page specified.

One of the biggest potentials you’ll see with Google Analytics is the ability to measure your success driving leads to your craft business, and the opportunity to eliminate some of the extra fees you have been paying for lead generation.

Make Website Adjustments

For a website to do well, ease of obtaining information is important. A well-designed website may entertain your visitors, but if Google Analytics reveals a high bounce rate, and poor user engagement, redesigning the site or a certain page for clarity can encourage longer visit times. It also helps to check the content of the page involved.

Check our article here on How To Create A Professional Looking Online Craft Store.

Making website adjustments is not always necessary. You might also want to examine other factors first. You can conduct a survey if the reason for drop offs are not clear. For example, visitors are constantly dropping out of a checkout page but the reason is not due to website function. Check other factors such as the keyword optimised for that page, the product itself, the price, etc.

Site Search

Website visitors can help you find what is missing on your site. Yes, that’s right!

Just connect your Google Analytics account to your internal site search and you’ll have a list of every keyword people search and expect from your site. You’ll know exactly what they think is missing and what they have trouble finding.

To set up site search:

  • Click on the “Admin” button located on the upper right corner of the Analytics page
  • Click your account under “Profiles”
  • Click on “Profile Settings”
  • Scroll down and you’ll find “Site Search Settings”
  • Select “Do Track site Search”
  • Click “Apply”

Setup Goals

Setting Goals is important to make a successful business. A Goal can be a certain page on your website where visitors undertake a specific activity, a targeted amount of time on site, or reach a given page.  Goals indicate how people are converting, if they are achieving the site objectives.

If visitors are not converting and you see a lot of drop offs on a certain page, you might want to make a few functional website changes, and others may inspire some changes in how you deliver your products and services.

Take note of the things on your site that can be changed immediately and what requires some additional development. Even though web analytics is about a website function, its ability to measure customer experience will involve some ideas that you have not previously considered and may want to integrate.

To learn more about Google Analytics, please check our other tutorials:

Remember, you can’t improve that which you don’t measure!

Gary Capps

I live in the one of the most beautiful places in the world on the Sunshine Coast in Australia with my wife and our 2 dogs, Poppy and Mia. Since 2009 I have helped over 15,000 handmade business owners to grow their business with our software and free tools designed for todays entrepreneurial artisan.

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