Sitting down with clients and presenting a quarterly report that outlines performance over the past three months is a best practice at Savoir Faire Marketing/Communications. It is an opportunity for us to delve into the analytics and share successes and discuss challenges and ways to improve our strategy going forward.
One of our longtime clients focuses on the manufacturing of components for multiple industries. Savoir Faire oversees the company website, email, social media, blog and traditional marketing communications like a new magazine the client uses for business development.
When we heard that the general manager regularly has a variety of casual conversations about what’s happening in the manufacturing industry, it inspired us to suggest turning those into a quarterly email providing a market outlook from his point of view. The first email was just sent, focusing on project readiness.
Analytics is key in knowing if our various marketing tactics are working and how we can improve them. We work closely with the client in Hubspot, which is inbound marketing software that we utilize to drive leads for prospective customers.
The fourth quarter of 2017 saw a boom in visits to the client’s website, and the first quarter of 2018 continued that trend, with a 45% increase in total sessions/visits. Referral traffic brought two new contacts, while new contacts from organic search rose 100%. Visits to blog pages increased 19.88% thanks to the SEO-strategic weekly blog we produce for the client.
We also utilize Google Analytics to deep dive into the client’s web traffic. Website sessions across all channels increased 67.8% in the first quarter of 2018, from 5,057 sessions to 8,487 sessions. Organic search continued to be the best performing channel, driving 53.9% of traffic, followed by Paid Search, which brought 32% of the traffic. Organic traffic is in large part due to the ongoing Search Engine Optimization efforts we’ve undertaken.
New users increased 69.08% in the first quarter of the year, with the largest increase in new users coming from the display channel, which saw an increase of 1,920%. Most of this increase is attributed to the reactivation of a digital display advertising campaign.
Goal conversions increased 7.41% in the first quarter. The greatest increase in total goals was seen in the organic search channel, where goal completions increased 67%. The greatest increase in goal conversions came from the Contact Us form, which saw an increase of 50% during the first quarter.
These analytics efforts are all focused on driving customers to our client. By looking at where the traffic is coming from, and what pages/topics are most effective in getting views, we can continually fine tune our efforts for the following quarter.
Having a regular meeting with clients is also a great opportunity for brainstorming; for example, the new quarterly email idea arose from the previous meeting. Regular communication with clients is key for us to stay abreast of what’s going on in their world, better understand their needs, any changes in the industry, and ways to continue building on success.