How to Build a Brand are proponents of studying your website’s analytics regularly throughout the year – as a major component of your online brand identity strategy. However, at this, the end of 2013, we think it’s a great time to review your website’s performance over the last 12 months.
Your personal brand and your corporate brand are separate entities – yet, they are intertwined with each other and, if built and branded correctly, virtually inseparable.
Most of you will be making New Year’s resolutions for your personal brand. Maybe you want to lose a few pounds, stay in touch with family and friends, or commit more time to volunteering. Now is also the perfect time to make a New Year’s resolution for your corporate brand.
Resolve to Improve your Online Brand Identity Strategy
Study your website’s analytics from 2013 and use the information you gather to determine what you will change about your brand identity strategy in 2014. Likewise, identify those aspects of your online brand identity strategy that netted the best results and work to expand upon them in the new year.
If you’re a WordPress blogger, for example, you have probably received (or will be receiving) an annual report detailing your blog’s stats from 2013. All analytics will not be so beautifully or easily presented as this; however, let’s use WordPress’ report as a guide. Here are the types of data that WordPress offers…and the type of data you should be analysing for all your online venues:
- Total number of views in 2013: How many people saw your page or site in 2013? Has that number increased since 2012? In general, your goal should be for the number of visitors to increase; more visitors means more views, more clicks, and more conversions.
- Number of new posts or pages put up in 2013: In terms of a blog, How to Build a Brand suggest at least one new post per week, or ideally, two. Search engines give preferential listings to those sites that regularly present fresh content. Have you posted at least 52 new blogs, pages, or changes in 2013?
- Your website’s busiest day of 2013: Does this date (or the period of time) hold significance for your brand? Review your business dealings during and soon after this date and use what you learn to increase traffic in 2014.
- The pages or posts that received the most views in 2013: Read through these pages and, with your target audience in mind, determine why this piece of text was most important to them. Think about how you can use these principles again in 2014.
- Search terms that were used to find your site: This information provides great insight into what your ideal customers are searching for, and should therefore be used to leverage more visits in the future. Monopolise on these keywords and phrases. They are 2014’s gold.
- The sites that referred visitors to your site: This data can offer valuable insight into the behaviour of your target audience. Take advantage of the momentum built in these referrals to net more potential clients and to make sound online marketing decisions. You’ve heard us say, “Determine where your ideal clients are hanging out.” This is a great way to accomplish that.
- The geographical locations of your visitors: Use this data to tailor future communications, to avoid faux-pas, and to make brand identity strategy decisions. Now you have a much better idea of whom you’re talking to when uploading new content.
- The most active commenters: These are the people who have communicated with you, through your blog or website, the most often. This is what we call “engagement,” and it’s a valuable component of any brand identity strategy. This means that your brand name is being propagated and brand recognition is being built. You’ve got these peoples’ attention, so be sure to continue engaging them in 2014. Even if they are not members of your target audience, there’s a good chance that they know or love your ideal clients.
You may feel that the number of people – and the types of people – that visit your site is out of your control; to the contrary, you have the power to reach all the right people. Make 2014 the year that you use what you’ve learnt to build a better, more effective online brand identity strategy.
Surely, you’ll have questions. We have answers and the sound branding advice that can make 2014 your best branding year ever. Simply message us or like our Facebook page to learn more about brand identity strategy and building your brand.