1. Using Web and Social Media Traffic to
Drive New Business
Lisa Kelland
GlowMetrics
21st August 2014
2. Agenda
What You Should Avoid
How To Attract Business Online
What Can Analytics Tell You About Your Customer?
The Digital Landscape
Introduction
3. Who are we?
• Digital agency specializing in analytics
• Offices in both Belfast and Dublin
• Almost 20 years of cumulative
experience in the digital industry
• Focus on providing a service which
helps businesses build out digital
strategies that are underpinned by
strong digital data analysis
• Work with a range of international
and local clients spanning various
sectors and sizes
15. Events
Action
• Video clicks
• Outbound clicks
• PDF clicks
• Flash-driven menus
• Clicks to view
telephone numbers
• Fulfillment of
contact form
• Fulfillment of
newsletter form
And its value to your business
18. What is remarketing?
Remarketing is a means of enticing
previous visitors back to your website by
displaying ads on external websites
Previously
visited
website
External
website
Enticing offer
22. Ignoring data
• Make sure tracking is implemented – NO
DATA = NO INSIGHTS!
• Identify what information is relevant to you
and use it!
• Avoid measuring vanity metrics – it’s as
important to know what you’re doing
wrong, as what you’re doing right
23. Email spam
Emails must not be:
- unsolicited
- bulk
Top tips
• Don’t buy lists
• Segment your database
• Have a clear call to action
• Measure and analyse results
24. Neglecting social media
• Use analytics to find out which
networks are driving traffic to
your website
• Invest time into creating
relevant, engaging content
• Think about what your
customers want to hear, not
what you want them to hear
Don’t sound
like a robot!
25. To recap
• Almost 90% of the UK population are online
• The internet has changed the way we make
purchase decisions – means that businesses need
to take digital seriously
• People are looking for and talking about your
business online
• Businesses can find out more about these people
using analytics
• And use this information to their advantage with
tactics such as remarketing
• Also means businesses have no excuse to ignore
data, spam people with emails or avoid social
media