GOOGLE ANALYTICS: A HANDY TOOL FOR FINANCIAL ADVISORS
Google Analytics: A Handy Tool For Financial Advisors
Aside from the obvious task of providing every relevant information useful for their clients, another job on top of an advisor’s to-do list is marketing their expertise. While back in the day this can be done through colorful brochures which are handed down the streets or displayed on the counters, today’s approach leans more on advertising digitally through a website.
When working on your site, it is not enough to simply plug in seemingly suitable data and leave it there, hoping potential customers will stumble upon it. You need to do a lot of monitoring, tweaking, and analyzing. Luckily, there is a new tool that helps you out in ensuring your website is not only informative, but efficient as well.
Google Analytics (GA), is probably not a new terminology for many, although not everyone realize how beneficial it is especially when it comes to tracking heaps of data. As an advisor, every decision you make will be based on statistics you acquire from your page. This is where GA enters the picture, as its services are a combo of accurately checking the number of your visitors, and making sense of these figures to help you enhance your database. It enables you to track the number of viewers, what part of the site they usually check, and when they have decided to close it. Plus, it is very easy to get started with this--you only need a google account and the tracking code of the web page and voila, you have your own GA for free.
In working with this, you only need to focus on three factors, and number one of these is your audience. Since you will have access to your viewers’ demographics, you will information about them regarding their age, gender, location, and browser. Use these metrics to your advantage. For example, if a huge chunk of them are using mobiles, make sure your website looks good and comprehensible on this type of platform. Location, on the other hand, is a good indicator of whether you are attracting your target audience.
Next thing to pour your attention into are the glitches. GA lets you identify where does traffic to your database came from, allowing you to fix it. If you are spending majority of your time and effort on social media but still not getting your desired number of visitors, you can try another strategy and assess the outcome.
Finally, examine your visitors’ demeanor. What pages or blogs always garner the highest number of views? Which part of the website do they usually go? Once you figure this out, you can try and add some tweaks that will make it even more enticing, such as a free download of a LinkedIn ad.
If you make this practice of handling your site as a habit, eventually improvements will show up in the form of an increased amount of viewers as well as lead, plus a proper exposure of your skills while honing your marketing capabilities at the same time.
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