Often business owners will say, “I need a website, but just like a business card, no more.”
It’s very common for business owners to think of their website only as something similar to a Yellow Pages listing. “It’s just something so people know I’m legit,” they will say. “Just something so they know I’m a real business.”
With this attitude, a lot of businesses overlook vital integrations that can yield huge profits in the long-term. The truth is, a website can be a data gold mine that you may not mine today, but someday in the future as you scale.
The data your website can gather is crucial to marketing and remarketing your business. Several data integrations can operate behind-the-scenes on your website. And after installation, it’s not necessary to do anything immediately with this data.
However, if you do not install these integrations immediately, you are missing out on data that can make a significant impact on your future advertising efforts.
These integrations require no immediate advertising costs. In the future, as you scale your business, the data they are gathering is integral.
What are the main integrations for data mining your business as you scale?
The Facebook Pixel is a code that is generated by Facebook and added to your website’s header. Therefore, the code collects data on every page on your website.
The code operates regularly, collecting data and housing it on Facebook’s servers. You are not required to do anything with this data. But if and when you decide to use this data, it can yield tremendous results.
What can Facebook Pixel do?
“When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer took an action after seeing your Facebook ad. You’ll also be able to reach this customer again by using a custom audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion.”
Facebook Pixel’s most acclaimed feature is the “lookalike audience.” What is the lookalike audience? Basically, using data about your customers, Facebook can design an audience of people who have never visited your website, but probably would, just like your existing audience. How does it do this? Facebook can see common likes and trends in your audience and target a new audience that is very likely to also make purchases on your website.
Again, it’s not necessary to use any of this data immediately. However, if you see in the future that you might use Facebook advertising, it’s important to make sure the Pixel is integrated and working on your website from the get-go.
Google Analytics is another header code that operates similarly to the Facebook Pixel. Analytics gathers vital data about how visitors find and relate with your website. Wondering how people find your site? Curious about on what pages people exit your site? Want to know how long people spend on a particular page? Google Analytics can answer these questions.
As with the Pixel, integrating this code requires no immediate attention. Google will keep track of these statistics without any effort on your part. However, when you are ready to launch a Google Ads campaign, this data will be critical to the campaign’s performance.
Why link Google Ads and Analytics? When you link Google Ads and Analytics, you can:
- See ad and site performance data in the Google Ads reports in Analytics.
- Import Analytics goals and Commerce transactions into your Google Ads account.
- Import Analytics metrics like Bounce Rate, Avg. Session Duration, and Pages/Session into your Google Ads account.
- Enhance your Google Ads remarketing with Analytics Remarketing and Dynamic Remarketing.
- Get richer data in the Analytics Multi-Channel Funnels reports.
The keyword is scaling. Even if you are not planning on using this data immediately, as your business grows, and as people continue to use smartphones, this data will be vital.
GOOGLE MY BUSINESS (WITH REVIEWS)
Every business needs to integrate their website with Google My Business. Once integrated, every business needs to optimize their page within Google.
Google My Business is how your business gets discovered on Google Maps and more. It’s very common nowadays for users to use the Google Business listings to compare and check reviews.
While the Google algorithm is notoriously tricky to crack, one tried and true factor in ranking with your business is posting on Google My Business AND soliciting reviews via the integration. How can you request reviews for Google?
To get reviews on Google, encourage your customers to spread the word about your business by following these best practices:Remind your customers to leave reviews. Let them know that it’s quick and easy to leave business reviews on mobile devices or desktop computers. Learn how to leave Google reviews Reply to reviews to build your customers’ trust. Your customers will notice that your business values their input, and possibly leave more reviews in the future. You can also create and share a link that customers can click to leave a review. Learn how to read and reply to reviews Verify your business so your information is eligible to appear on Maps, Search, and other Google services. Only verified businesses can respond to reviews. Learn how to verify your business
To see all the Google Reviews Tips, visit: this Google page.
LET’S CHECK YOUR WEBSITE
Unsure if your website is functioning properly with these integrations? Contact Cote Media today! It’s time to make sure these integrations are running properly on your website.