Why Marketing Needs to Work With Analytics

Why should your social media and or content team members work with the analytics team more closely?

In the fast-paced, ever-changing digital world of marketing, creating a successful social media and content marketing campaign requires the input from the analytics team. While you would often think they’d work together all the time, it’s not uncommon to find that the two teams rarely, if ever, know anything about what the other one does. We’re here to tell you to remember what your second grade teacher said, ‘together is better!’

Here are three reasons social media and content teams need to work closely with analytics teams:

  1. Keywords: The analytics team is probably the one who dives deepest into the data behind your brand or client’s keywords. Why? Because often this same team controls the AdWords element if one exists and knows just which keywords are working, which are not, and which are the most profitable for the brand. Knowing what the analytics team does in regards to keywords can help build a better content or social media campaign. Using the best keywords will help improve SEO, increase the chances of your brand/client being found online and on social media. Also, keyword data is key when creating social media advertising, as it’s often keywords and hashtags that produce specific ads instead of a given product or brand name.

Tip: Have the analytics team pull monthly keyword reports for your content and social media marketers so that efforts are coordinated.

  1. Landing Pages: Landing pages are some of the most important elements of a website when it comes to developing leads. The analytics team can tell the social and content teams what landing pages are being most visited, which are lacking attention, and most importantly which are garnering the most leads (either from the site directly or from a referral from social media). Why is this important? In terms of the most popular pages, social media teams know which landing page URLs to promote. In regards to unpopular pages, the social media team can develop a promotional campaign around the page(s) and the content team can help improve the content by either adding more robust and relevant content to the page, or considering other content (graphics, blogs) to help bolster that page’s power.

Tip: Pull 10 top lead producing landing pages every month or quarter and also top 30 landing pages to optimize the 11-30 if possible.

  1. Advertising: While this will primarily a social media and analytics relationship, working together closely can help produce ads that are not only effective in targeting but that actually produce profitable leads. Work together to set up specific conversion campaigns for interests or retargeting and ensure you are checking all the details off. Social media ads directed at conversion optimization require unique UTM tags and URLs to accomplish correct data gathering.

TIP: Create a spreadsheet to keep track of all UTM, URL and Conversion efforts to better organize successes, failures and any changes without worrying about when you edit ad imager or verbiage.

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