MARKETING HOW-TO CONTINUED ...
code or URL into your advertisement, then track how many clients visit your website or purchase using those options. One big perk of this method is that it’s shareable between customers: If one person finds you from a podcast and makes a referral, you'll be able to track their referral back to the podcast, too. Unfortunately, Marketing Insider reports that only 2 in 3 listeners remember promo codes, and only 1 in 6 use vanity URLs when they’re provided. That means you might end up with podcast-driven customers who appear to have found you from somewhere else. Whether you’ve already invested in podcast advertising or are considering taking the plunge, these strategies will help you keep track of your investment. You can use them individually or stack all three! Of course, there’s no guarantee of results, no matter how effectively you track your spending. If the conversions aren’t there, they just aren’t. The money you make from your advertising will
depend on the podcast you choose, its number of listeners, and its listener demographic. Every podcast is different. The economics pod “Freakonomics Radio,” for example, draws in millions of listeners each month, targeting young, affluent, well- educated men in the computer and mathematics field. It wouldn’t be an ideal stomping ground for a makeup company, but the booze-and-boos show “Spirits,” which has fewer listeners but reaches primarily young working women, might be a great fit. Tracking your results is the key to identifying which podcasts work for your business and which are busts. Whatever route you choose, podcast advertising is a booming industry: According to eMarketer, podcast ad spending made up over 20% of digital radio advertising spending in 2020 and is set to surpass $1 billion this year. It’s time to jump on the bandwagon if you haven’t already — just do it the smart way.
RESOURCE OF THE MONTH Google Analytics
Collect and Leverage Your Business’s Data for Free
• Where your web traffic comes from
We’ve said it before and we’ll say it again — if you aren’t tracking the results of your marketing initiatives and online presence, you’re wasting your time and money. How will you know which strategies work for your business if you can’t dive into the data? Getting a handle on all of these numbers sounds complicated, but it doesn’t have to be, especially for online campaigns. With the help of Google Analytics, you can evaluate the performance of your online marketing, learn more about your client engagement, and analyze your data — all without spending a penny! That’s right: Google Analytics is a free tool that Google provides to business owners. Whether you’re a lawyer, dentist, or physical therapist, you can benefit from the suite of perks that Google Analytics has to offer. The platform is integrated with Google, so it can quickly discover how leads and clients are engaging with your web and app content. It also leverages Google’s unique machine-learning capabilities to create in- depth reports and dashboard. Here are just a few of the metrics that Google Analytics can track for you: • Achievement of company-specific goals that you can set yourself (e.g., online purchases, membership sign-ups, scroll depth)
• The overall performance of your social media channels
• The success of specific blogs shared on social media
• Your “bounce rate” (the number of people who visit your site and interact just once) Using these insights, you can identify how well marketing strategies and content are performing as well as fully understand more about your company’s online presence. The reports are sharable, too, so you can keep your whole team in the loop. Another benefit of Google Analytics is that it’s designed to integrate with your current software and advertising platforms. You can connect it with your CRM or point-of-sale system and with Google’s other products (including Display & Video 360, Google Ads, AdSense, AdMob, and Ad Manager). Google promises that with these integrations, you’ll be able to build a complete picture of your company’s online presence and turn your insights into results. Getting started with Google Analytics is easy. Your business is already active online, so the data is ready and waiting for you! To get the Google Analytics toolbox for free, visit Analytics.Google.com.
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