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Saturday, January 9, 2010

Use Google Analytics to help make the most of your marketing budget

"I know that half of my advertising budget is wasted, but I'm not sure which half."

Too many camp directors are familiar with that phrase.

In my marketing consulting business, one thing I tell clients is they need to make every marketing dollar they spend do the work of two, three, or four. It's the only way to get the most out of their marketing budgets.

Truth is, you're wasting your money if you don't even know if your marketing works.

What if you're spending $200 bucks to acquire a new camper, when all you really need to spend is $75?

Sickening thought, but you're pissing away $125 bucks per kid because you had no idea these savings were even possible, and yet you could have known with a little help from Google.

For free.

If you don't use Google Analytics on your website, check it out. It's a free service offered by Google that generates detailed statistics about the people who visit your website including how many average page views you get compared to unique hits, how long most people stay on your site, how many clicks you get from page to page, which of your keywords work the best, and all kinds of other important stuff.

What kind of "other important stuff" am I talking about?

With Google Analytics, you might discover that 8 of every 10 website visitors find your website using Yahoo, while the other 20% find it from Google.

Do you know what you could do with this information?

Well, one thing you could do is create website content exclusively for Yahoo visitors. Or you could increase your Yahoo advertising budget while decreasing your budget elsewhere.

You could do lots of other cool things, but the most important point is that this information is easily discoverable for free from Google, and it can help direct your camp's internet marketing budget and campaign in the most effective way possible.

Try Google Analytics today. If you don't like it, stop using it. But at least give it a whirl. It'll help you spend your marketing dollars wisely.
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