Data-Driven Framework For Local Digital Marketing

Data-Driven Framework For Local Digital Marketing

Start With Actionable KPIs

Some of the basic data points or KPIs (key performance indicators) to track and review with marketing partners for employing third-party support, enabling maximizing those efforts.

It is important to properly identify and establish meaningful goals against which progress can be measured. KPIs like visibility scores, click-through rates (CTRs), or website traffic, engagement, and goal conversion rates break down by channel, can and should be monitored.

Monitoring was conducted over relevant comparative time periods. For instance, month-over-month or year-over-year, to reveal trends or patterns we can learn from and take action upon.

Organic Search Visibility

Organic search visibility is about measuring how often a website appears in unpaid (organic) search results on Google and other search engines. It is the newer, more future-proof metric to watch instead of keyword rankings. 

High organic search visibility means a site ranks well and consistently appears on relevant search engine results pages (SERPS), which makes it more likely to target audience surfacing your content.

With AI overviews, map packs, SERP features, Reddit threads, and other AI search updates changing how people find answers on the web, measuring individual keyword rankings is no longer the best way to track how you’re doing in the search results.

How to track organic search visibility. There are many different tools tracking organic search visibility, including SEO tools such as Semrush and Ahrefs, as well as analytics tools such as DashThis and Invoca.

Google Business Profile Performance

Google Business Profile, which is formerly known as Google My Business (GMB), is a crucial tool for establishing your presence online, increasing the visibility of your business in search engine results pages (SERPs), and connecting with more local customers.

Google Business Performance (formerly Insights) makes it easier to optimize your profile by providing data on how search users find and interact with your profile.

Paid Search and Social Engagement

Local businesses need to augment their organic visibility with paid search and/or social ads, depending on who and where they believe their audience to be, and naturally want to pay attention to how well their campaigns and budget are performing.

Organic Social Media Visibility And Engagement

Social media, in its many forms, is an important channel for some local businesses, taking time to build and nurture a social following. Social media is, after all, at its core, about community. All social media platforms recognizes the need for businesses to be able to measure the value of these channels and, as such, provide analytics to understand what are often described as soft and hard engagement metrics.

Website Analytics

Website analytics is the measurement and analysis of data to inform an understanding of user behaviour across web pages. Analytics platforms measure activity and behaviour on a website. For instance, marketers & content creators, UX designers, and eCommerce business owners.

Why is web analytics important? Website analytics provide insights and data that can be used for creating a better customer experience for website visitors. Understanding customer behaviour is also key to optimizing a website for key conversion metrics. For instance, web analytics shows the most popular pages on your website and the most popular paths to purchase. With digital analytics, you can also accurately track the effectiveness of your digital marketing campaigns to help inform future efforts.  

Key components of web analytics :

Data collection methods, which include data gathering techniques like JavaScript tags, cookies, and server logs. Proper data collection is important for accurate analysis and decision-making.

Metrics and KPIs are the specific measurement parameters used to evaluate website performance. Examples include bounce rate, conversion rate, and average session duration. Connecting these web metrics to business outcomes such as customer lifetime value, retention rates, and revenue.

Reporting and visualization involves presenting data in easily understandable formats such as charts, graphs, and dashboards. Clear visualization aids in quick comprehension and communication of insights.

Competitive Data Insights

Competitive insight is a piece of information that enables businesses to make more informed decisions based on what their competitors are doing and changes in the market. Competitive insights go beyond raw data and information about competitors, and instead, provide recommended actions that are more usable for stakeholders in their roles.

Coming to competitors and gaining competitive insights, we are effectively taking many of the same focused data points noted above and seeing if we can reverse engineer the things our competitors appear to be doing to get ahead.

The Future With AI

AI growth and how it is going to change how businesses and the world in general work. AI feeds on data to provide insights, recommendations, and other benefits with lightning speed. Tech giants such as Google have been using AI to help deliver more accurate search results and run better-targeted ads.

Small businesses are able to benefit from AI’s ability to quickly analyze data and provide predictive analytics and optimization recommendations across digital campaigns