What to Do If You’re Not Getting Results with Your Online Marketing

You’ve probably heard the phrase “Don’t expect to get something for nothing.” It’s true—at least when it comes to online marketing. To quickly recap, here’s what you get when you sign up for a free account on HubSpot:

  • Free installation of HubSpot on any device you use (e.g., mobile phones, tablets, and laptops)
  • Five marketing emails per week
  • Followers
  • Blog content
  • And more!

That’s a lot of value for free. It really is. And while you’re getting all that free value, you need to be producing results. What do you need to do to produce the results you want? Let’s have a look.

Find A Way to Measure The Results You’re Getting

It’s hard to produce results when you don’t know how you’re measuring them. The unfortunate truth is that no matter how great your strategy is, how awesome your team is, or how much money you’re spending, you won’t know how effective your marketing is until you figure out a way to measure it.

Fortunately, you’re not alone in this quest. Several tools exist that can help you measure the effectiveness of your strategy. We’ll discuss a few of them.

1. Google Analytics

You’ve probably heard of Google Analytics. This is the granddaddy of all web analytics tools. I typically use it in conjunction with a tool like Hootsuite to get a complete picture of how many people are seeing my content and whether or not they’re engaging with it. (You can read more about Hootsuite and Google Analytics here.)

You should also consider using Google Analytics on your mobile devices as well. However, measuring the impact of your mobile strategy in real-time through in-app analytics can be challenging, especially if you’re just getting started. (For more on mobile analytics, check out HubSpot’s blog articles here.)

2. Clicktale

While Google Analytics is great, it can also be a little overwhelming especially if you’re new to digital marketing. For that reason, I also really like Clicktale. (I use it myself.) It’s super easy to set up and use, and it has all the features you need to easily track and analyze your clicks and conversions. The main difference between it and Google Analytics is that you don’t need to have a PhD in statistics to understand it. (As a matter of fact, anyone can use it.)

Clicktale is especially useful if you want to know which blog posts your audience liked the most, or which advertisements performed the best. The platform aggregates and displays all the data you need in one place, making it easy to analyze. To get started, all you need to do is enter a URL for your blog or website and then click the blue “Start Analysis” button.

3. Liftware

Did you know that you can use HubSpot to track website visits and analyze the traffic that is coming to your site? Well, you can! Simply go to Settings > General and then click the “Lift” button to the right of the “Record visits” drop-down menu. From there, you can choose to log visits from either Google or Bing (or both!).

Liftware is basically the analytical engine that powers the HubSpot dashboard. While you have the option to analyze the traffic coming to your website or blog from only one search engine, you can choose to activate the service and allow it to monitor up to three platforms for you.

4. Hotjar

Hotjar is another service that provides in-depth analytics tools for digital marketers. Like Google Analytics and Clicktale, Hotjar is a free service that provides essential metrics like website visits and user behavior. (It also has additional features, like bounce rates and customer journey mapping that can help you pinpoint the most effective parts of your site.)

However, Hotjar has a special feature that really makes it stand out. If you’ve ever used the Google Analytics UI, you’ll be familiar with how it works—sort of like a mash-up between Google Analytics and the Opera web browser. (If you haven’t, it’s not difficult to understand.)

The neat thing about Hotjar is that it makes it easy to switch back and forth between the regular view—which is very similar to Google Analytics—and the stacked bar chart view, which shows you all the different behaviors (e.g., pageviews, site searches, and click and convert paths) simultaneously. It’s a great way to quickly get a grasp of how your audience is interacting with your content and what they’re doing on your site.

5. UserTesting.com

I mentioned earlier that it’s hard to know how effective your strategy is until you figure out a way to measure it. UserTesting.com provides an excellent way to do that by allowing you to conduct online user tests. (Basically, you invite people to your site and then track their behavior while they’re there—all with the aim of improving your content and boosting your marketing results.)

The great thing about this tool is that it allows you to test various elements of your site—including your marketing strategies—without actually having to make changes. That way, you can ensure that your efforts to improve site performance are paying off without risking your existing customers.

How To Get Results

Now, for the good part! Once you have your analytics tool(s) installed and set up, the fun begins. You need to start using the tools to figure out which parts of your strategy are working and which ones need to be changed. To start with, you can use the Google Analytics overview to get a general idea of how many visitors you’re getting and where they’re coming from. (More details can be found in the Google Analytics documentation.)

From there, you can drill down into specific pages or posts to see what’s making them pop, and you can use that insight to inform your next move.

Additionally, you can use metrics like time on site, bounce rate, and pages per visit to get a better idea of how many people are interacting with your content—and how effective those interactions are. (For more on these metrics, check out the Google Analytics documentation.)

Of course, this is not an exact science, and it’s likely that you’ll need to make changes to your strategy as you continue to test and analyze the data. But with these five tools, you’re sure to find the answers you’re looking for—and, more importantly, provide the metrics that will allow you to track your progress and ensure that you stay on course.