Analytics has become an integral part of every company’s marketing strategy. Marketers now rely on data to make better decisions, develop new strategies, and improve their performance. They want to gain insights into who their audience is, what they care about, how they behave, and how they respond to various messages.
As a company Farotech has serviced over 150 companies worldwide. With all of the marketing campaigns that we develop for our clients, we make data driven decisions that increase their marketing performance.
Our unique process
We developed something that we call our unique process. This unique process is the exact approach that we do for our clients, but then we’re also going to be doing it for ourselves.
Our step by step process is as follows:
- Gap assessment
- Usability Conversion Analysis.
- SEO Strategy
- Content Strategy
- Lead Nurturing
- Social Media,
- Paid Advertising,
- Video Development
- Analytics and Reporting.
On top of our unique process, we also dabble in live streaming and multi streaming, through a program called restream.io. That allows us to create a recording, make edits and then stream the content at a later date.
Restream allows us to publish our videos live at a later date and to multiple channels. At Farotech, we are growing our Youtube following, so I am focusing on the growth of our channel personally.
Our baseline analytics
We use different software tools for our clients as well as for ourselves. At the core of our software is Google Analytics. This allows us to look at our analytics on a macro scale.
The next thing that we look at is HubSpot. HubSpot allows us to look at our analytics on a micro scale. Meaning, we figure out what users are coming to our website and engaging by name. After that we lead score them and drip market to them using HubSpot.
There are a lot of uses for HubSpot, but the main reason we use them from an analytics perspective is to find out the actual users’ names who are engaging with our marketing.
The next software we use is SEMrush, which is very similar to Google Analytics. It gives us more details that are specific to our campaign.
There’s things we can only find in SEMrush, and it’s a great tool. If you don’t have it, it’s very cost effective and I would encourage you to add it to your repertoire.
We also use Wistia, which is what we use for video analytics. Specifically, we analyze the videos that are on our website, and we use another tool for our social media views. Wistia allows us to get data driven decisions about our video engagement.
WordStream is what we use to analyze our paid advertising campaigns.
And then finally, we use TubeBuddy, which I will go over in detail later in this post. It gives us a lot more in depth and information about our YouTube analytics and what’s working and what’s not.
That’s a lot of pieces of analytics software! At Farotech, we spent over $9,000 a month on analytics and software programs to make things work for our clients. So we’re just going to use it for ourselves too.
Deep Dive into Hubspot
The reason why I like HubSpot is HubSpot, is like my morning cup of coffee because it removes the death by data.
First off, we’re able to analyze how many visitors came to our website compared to our goals. The next thing is how many contacts came to our website compared to our goals. And then how many customers came to our website compared to our goals.
After I know all that, I’m able to break it down by each source whether it’s organic search or direct traffic referral, social media, email marketing, etc.
Breaking down Wistia
Wistia is an approach that we use to analyze our video and specifically the videos on our website.
On the dashboard you will see your video on the top left hand side, which we uploaded into Wistia. The analytics for the uploaded video are given to you in a summary.
But this graph here shows what the drop off points in the video were. The drop off points are the times where people lose engagement or attention with our video.
With that information, I want to find out what will make my video better to better the audience’s engagement. I’m going to use the data Wisitia found to figure out how to make better videos in the future.
Other things I like about Wistia is that it allows you to have a call to action built right into the video. One of the core parts of our marketing is to drip market, and you can’t drip market without people’s username, the first name, last name, or email address.
What I also like about the tool is that it finds out who’s watching the video by name. For example, Oliver watched 98% of the video, where Tim Bailey only watched about 59%.
So what we’re gonna be able to do is we’re gonna be able to drip market to Tim about the parts of the video that he missed. Let’s say we want Tim to engage with a live webinar, we can drip market to him about watching a pre-recorded webinar at a time of his choosing.
Some quick analytics
The first thing you should know is that this was our analytics from last year. We had about 98,000 people look at our website. On average, we had around 8000 visitors per month.
But the one thing that you won’t be able to see here is that the line is mostly flat, and that’s not what we want. The joke that I have is that every time I see a graph, I want to see it small on the left and high on the right because I want to see that upward curve.
I don’t really like hockey stick shaped curves that are here today and gone tomorrow. I like steady growth.
Other things that we do is through Google Analytics. We are able to analyze all the video clicks that the plays that happen on our website. These are what we call Top Events.
I am able to see every video that’s on our website and what the engagement level is. It’s our goal to put a video on almost every blog that we have to boost that engagement.
With TubeBuddy, we look at how our engagement is on YouTube itself. When I see my analytics and numbers I can set a goal of how much I want my channel and videos to increase and grow by.
If you have any questions about how to use these softwares or if they would work well for your business, we would be happy to help. Please contact us, and we would love to talk with you soon.
