In this episode, Philippa Gamse, a Digital Marketing Strategist, shares her insights on how business owners can leverage their website analytics to improve their marketing strategy.
Analytics provide a wealth of information that firms and lawyers can utilize to understand if their website is functioning optimally, what areas can be improved, and avenues to potentially extend their income. Philippa emphasizes the need for businesses to understand what they want their website to achieve and use analytics to see if these goals are being met.
Philippa is an Internet veteran of more than 20 years, author, and international business school faculty. She's helped clients in N. America, Europe and the Middle East to create effective digital marketing strategies and understand their digital analytics data to grow their business both online and offline.
In the course of reviewing more than 5,000 websites, Philippa has found that almost all of them were leaving money on the table, either in missed opportunities for revenue growth, new products, services or target markets, or by wasting money on ineffective marketing.
Philippa gives listeners actionable tips on:
- [0:00] Intro
- [2:00] How to start looking at websites and their numbers
- [7:00] Branded vs. non-branded keywords
- [8:00] Leveraging video content
- [14:40] How to know if a customer journey is working on your website
- [21:26] Credibility issues
- [28:07] Tips for when your content isn’t registering with your clients
- [33:19] Book review
- [36:18] One big takeaway from this episode
Resources mentioned in this episode:
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