Authored by Raquel Guarino
Maria Elena Duron is an expert in Google, marketing, and SEO. She helps small businesses, startups, creators, and execs manage and develop their personal brands in the ever-changing digital world. This article details one of three essential steps. If you haven't read the previous two posts about driving growth through data, you can read it here and here.
When it comes to driving growth for your business, Maria Elena Duron encourages businesses to set goals and ask the right questions. The third and final step of driving growth is to choose the right tools to help your business grow. Here's what Duron suggests.
Google Analytics is a free, powerful web analytics tool that collects data from all data points and aggregates them in one place. You can use Analytics to measure the effectiveness of your online and offline marketing campaigns. You can also use the tool to see which sources are referring people to your business. Other insights you can gain from Google Analytics include:
- Real Time: Find out data as it's happening right now.
- Audience: Discover who’s visiting your website.
- Acquisition: Where are visitors coming from? Is the source an ad, an offline tool, social media, an email newsletter, etc.?
- Behavior: What do people do on your site? Where are they spending their time?
- Conversion: Is your website successful? Are you getting email addresses, leads, or people buying from you?
Along with these insights, Duron also suggests familiarizing yourself with the terms you'll find throughout Google Analytics:
- Bounce Rate: The number of people who didn’t find what they were looking for and left your site
- Organic Search: When people search for something general and find your website (search example: "Brooklyn style pizza")
- Direct Search: When people seek out your business directly (search example: "Tommy's Pizza")
- Referral: The source that directed someone to your site
- Paid Search: Advertising
- Social: Social media websites and/or apps
- Affiliates: Other people who sell your product for you with clickthroughs
Google My Business
Duron suggests verifying your business with Google My Business to ensure you can be found by anyone who might need your services. It's not just for brick and mortars, either. With this tool, you can change your listing to be regional rather than address-specific. For businesses that serve people everywhere, Duron still emphasizes the importance of being found locally. Wanting to be "everywhere" at once is a fast way to dilute your relevance and show up nowhere.
Google Search Console
Duron suggests using this tool to understand how Google and the public are viewing your website. Get support, learn the secrets of building a great website, and keep track of your website's search performance.
We touched on the benefits of paid campaigns in a previous post, but it doesn't hurt to reiterate the importance of using Google Ads. With Google Ads, you can gain information about how people are viewing your ads and where they're coming from.
And last but not least, Duron suggests heading to Google Trends for quick and useful tips about what people are searching for.