By Rachael DiCicco, Director of Marketing, Core Strategic Group
Website analytics are an important metric to monitor for 21st century organizations, including associations. Website analytics provide reports that share information about your site visitors and as such, can aid in benchmarking marketing efforts and overall engagement with an organization’s stakeholders. Websites are an engagement vehicle for virtually every association, so it’s critical to review data that will provide more information on members and their behaviors in order to be sure associations are delivering messages to the proper audiences.
Here are some of the most important reasons to track your association’s website analytics:
- Learn about your visitors. Google Analytics provides information about your site visitors, from their age and gender, to their location and interests. Understanding how users use your association’s website can help change the way you interact with them. For example, if you see you have multiple returning visitors, you can optimize the pages of your website to grow your membership numbers, event registrations, blog traffic, etc. Without this user data, you will not be able to optimize your website for ultimate performance.
- Adjust your content. By knowing more about who is actually visiting your website, you can be sure to share content that will resonate more or adjust content that is not getting any traffic. For example, if you see that a blog post is performing well, you can add similar information in the future. Similarly, if you have a major event you are trying to promote, but the page isn’t receiving any traffic, you can adjust the keywords and page content to drive more visitors.
- Monitor traffic flow. Monitor the traffic to your association’s website to know where your visitors are coming from. Perhaps you’ve been running a major social media campaign. This traffic information can indicate where your visitors are coming from and if your campaigns are actually working. Regularly tracking your website traffic can help you better cater to the needs of your visitors.
- Set goals. The key to any effective marketing campaign is to have attainable goals. Once you are aware of your current website traffic and visitors, set a goal of the number of website visitors you would like to reach and implement a strategy to help you get there. This can include posting more content, adjusting the content you are sharing to better reach your audience, or sharing information on social media to drive users back to your website.
Tracking analytics is a vital part of any marketing plan. Not only can it help promote growth and engagement, but it can also be used to promote membership, events, blogs, and other association programs and initiatives.
Rachael DiCicco is the Director of Marketing for The Core Management Company and the entire Core Strategic Group family of companies. If you have any questions related to marketing for your association, please reach out to firstname.lastname@example.org.