Understanding how to use Google Analytics is one of the main skills you need to become an ace digital marketer. It’s a powerful tool that can provide comprehensive data about your website’s performance, but it can be confusing and daunting to a newcomer who isn’t familiar with the tech lingo.
In my daily work, I monitor analytics across all of USGBC’s digital properties to understand what’s working on a webpage and what isn’t; for inspiration on article topics (for instance, if there has been a spike in searches related to energy efficiency, perhaps it’s time to write an article about that); and to help other departments understand what content our audience finds most useful. The information Google Analytics provides a true north, if you will, in what I need to spend my energy and time on as a digital marketer.
If you’re just beginning to dip your toes into the digital marketing field or need a Google Analytics refresher, here’s what you need to know to get started in collecting data reports.
Navigating Google Analytics
Let’s say you already have Google Analytics installed on your website (if not, check out Moz’s guide on how to set up the tool). Once logged in, you’ll see an overview of your website’s performance regarding number of users, sessions and bounce rate—we’ll discuss these terms later on—and on the left-hand navigation bar, you’ll see several tabs, including “Real-time,” “Audience,” “Acquisition” and “Behavior.”
This section will show you real-time data, including how many active visitors are currently on your website, how many pages they’re viewing, the most active pages and where your users live.
This is my favorite section of Google Analytics, because it shares useful information about your online audience on a macro basis. The Audience report will give you a ton of demographic data about your users, including their ages and interests, but it also will show you how many pages a typical web user visits after coming to your website, the average amount of time they spend, what devices they’re using and if they’ve been on your website before.
This section will show you where your web traffic is coming from, such as organic searches (if a user types “flowers” into Google and then arrives at a flower shop’s website, that’s an organic search), emails, social media or paid searches. If you’re analyzing whether your marketing campaign is effective at driving traffic to your website, this is the tab you’ll use most often.
Curious how much traffic a web page is getting? Look no further than the Behavior tab. This is where you’ll find information about pageviews, unique pageviews and bounce rates.
Terms to know
As you work your way through Google Analytics, here are the common terms you’ll run across.
Pageviews:When a page is loaded in a web browser. If a user views a page multiple times, it’s counted in this metric. (If you’re looking for information about how many times a PDF document has been downloaded, those are designated as “events” and not pageviews, since they’re not HTML files.)
Unique pageviews: Unique pageviews essentially show how many times your page has been visited at least once in a given session. When a user views a page multiple times, each visit is counted as a pageview. With unique pageviews, if a user visits a page more than once during a session, this will only count as a single unique pageview.
Bounce rate: The percentage of users who visit only one page of your website. Learn more about lowering your bounce rate.
Session: A group of actions—such as a transaction, pageview or PDF download—that a user makes on your website within a given time frame.
Conversion: When a user makes a purchase on your website during a session.
Medium: Where your web traffic is coming from, such as Google or an email.
- Google Analytics for Beginners course by Google
- Google Analytics Solutions website
- The Absolute Beginner’s Guide to Google Analytics
- Google Analytics videos
- Google Analytics blog
Content marketing encompasses a range of formats: articles, blogs, infographics, videos and social media posts. What they all share is a goal to increase engagement or drive sales of a particular service, product or publication through providing information or storytelling that is compelling for the reader.
At USGBC, I work on the article component, creating and editing website content that shares information about our products, such as LEED. In 2016, we published over a thousand articles. We have a lot of brands and stakeholders, so we have a lot of content—and it needs to be prepared quickly. Here are the main four things I do to shape an article:
1) Highlight the goal.
When writing an article, make your headline and your call to action obvious. For example, our LEED Link series promotes products that our website users are already searching for and reading about. In bite-sized amounts, the articles share some of the details users need and ends with a button that leads them to further resources or products.
Even when an article highlights an individual or event, not a product, tie it back implicitly to why the reader should care. A simple example: “LEED credential holders make an impact as Pros, Fellows and Faculty” could have been titled “Meet our top LEED Pros, Fellows and Faculty,” emphasizing the personal. But readers may not know these influencers. What they are interested in is how they themselves can make a difference through attaining LEED credentials. Through that framing, they are more likely to click on the examples of the people who have attained this goal, as well as the ultimate call to action.
2) Keep it short, and break up the text.
Your customers are busy people, and they appreciate articles that get to the point. At USGBC, we recommend 300–500 words for most pieces. Writing for the web is not the same as writing for print, and the skills we learned in school about long-form writing need to be adapted to the digital world.
Add subheads and bulleted lists as ways to break up your text and allow customers to scan for the information they need.
3) Use images, graphics and interactive content.
Use a feature image or header that expresses your article goal simply and appealingly. Embed photos, quizzes, maps or infographics, as in our article on LEED-certified hospitality destinations, to further draw the reader in and make your topic more concrete and resonant.
One of our most successful posts each year is the Top 10 States for LEED, which includes an infographic breaking down the hard numbers and highlighting each state’s achievements.
4) Show how the customer belongs.
Whatever kind of business you have, your customers are part of a community that shares a common goal. At USGBC, the common goal is global sustainability and health through high-performing green buildings. Most of our articles recognize that sense of being part of something larger than ourselves and encouraging greater involvement.
This can be done in a playful way, as with our test-your-expertise quiz on green building, or a more serious way, as in our article on how building to LEED standards combats climate change. As you create your content, think about ways you can add a sense of community to your marketing in an organic way.
When creating a feature image for your articles, there’s a lot to consider. It’s important that you make something that catches the eye of your audience and entices users to investigate further. Here is a rundown of the most important things to keep in mind.
Know your context.
The first and most critical thing you can do is to understand the content you’re working with and its mood. Without understanding the context you’re designing for, you may miss key conceptual details that will create a disconnect between the text and the image. Take time to read the article, and if you need clarification from the author, don’t be afraid to ask.
Mood is important in a feature image. This example is an image for a webinar hosted by Arc. We wanted to draw attention to the program’s being online, while still presenting in a sleek and serious tone through use of typography and color.
Stay up to date with trends.
Whether you’re creating images from scratch or using online resources, it’s important to keep in line with design trends. That’s why every week, I take just a bit of extra time to go online and look at what other designers are doing for inspiration. There are plenty of design blogs, and some do a great job of covering a wide variety of trends for the year. For instance, Behance has not only a vast array of portfolios, but also provides guidelines for keeping up with current trends.
This feature image for an article about playlists on YouTube integrates the YouTube color palette with one of 2017’s design trends.
Employ both consistency and variety.
Although it’s important that the image you end up with serves the story at hand, it’s also important that your feature images go together to some extent. As with any brand, consistency is key. When people go to your home page, they don’t want to be bombarded with chaotic, mismatched images.
The 30×30 Nature Challenge took place in several different USGBC communities, but we wanted all the branding content to be related. This was achieved through creating a work mark for the challenge and placing it on top of imagery from the state that was being highlighted in each article.
That said, users also don’t want to see too much of the same. Make sure you have a variety of colors, graphics and photos that look cohesive together, but also diverse enough to stand out from one another.
It’s important that your images are consistent with another in some capacity; otherwise, your main page will look too chaotic.
Use the web for inspiration and resources.
Still having trouble coming up with ideas? Luckily, there are a lot of great sources online that provide free photos for commercial use, such as Pixabay or Unsplash. You can also look at Flickr’s creative commons for more photos. Other websites, such as The Noun Project, provide infinite icons for use for practically no money at all.
Although much of our content is serious, we also want USGBC to be fun and dynamic. Using bright colors and simple iconic imagery, we’re able to create clean works that still pop.
There is no one right way to create a feature image, but with understanding of your content, along with access to tools and trends, you’ll be on track to generating cohesive, eye-catching feature images for your articles.
Wondering how well your content is doing? Just ask your customer.
Online surveys are an easy way to gather customer feedback and research that helps you make better-informed business decisions. At USGBC, we recently launched a global language survey to see how we could enhance our international audience’s LEED experience.
Here are several guidelines to follow when launching a survey, from writing the questions to sharing the final results with coworkers.
Define your survey’s purpose, and write a marketing plan.
Before you get started on drafting any survey questions, ask yourself: What do you want to know?
After determining what information you’re looking to collect, write it all down by creating a marketing plan, which should include target audience and promotion tactics, to share with your team.
Our survey aimed to capture key demographic information about our international audience, so we could sketch a customer profile in terms of industry, job level, age, location and primary language.
We opted to keep the survey open for three weeks and distributed it through an article, emails and USGBC’s social media channels. We also leveraged our staff’s international contacts to help promote the survey.
Draft your survey questions, and share them with your team for their feedback.
Keep your questions as simple, direct and short as possible, so there’s no confusion about what’s being asked. Avoid any leading questions.
Since we were looking for demographic information about our global audience, our questions centered on profession and industry, location and language. Some of our survey questions included:
- What is your primary language?
- What is your country of residence? How long have you lived in your country of residence?
- What is your primary language? Are you fluent in any other languages Is English the primary language you use at work?
- Which of the following most closely matches your job level?
SurveyMonkey has a great list of tips on writing effective survey questions.
After you’ve finished writing your questions, make sure to share the draft with your team for their input and pick a survey platform to use, such as GetFeedback or SurveyMonkey. Ask your team to do a beta test to get an average on how long the survey takes to complete and to determine if any questions need additional polishing.
Reporting the results: Make sure to include key takeaways and charts.
After your survey is over and you have all the data, build out several charts and graphics to share within your company. Make sure to include within your report your survey’s duration, number of responses, methodology and high-level observations.
Our survey results suggested our international audience is fairly young, fluent in English and mid-level in their industries, with the top three being in design, engineering and construction.
Spanish is the most popular native language, followed by Portuguese, English and Chinese. Interestingly, we found that the majority of our users preferred to use English resources in studying for a LEED professional exam or working on a LEED project.
High on my list of goals for the year was to take more time to recognize—and celebrate—our amazing creative services and marketing team at USGBC. If you’ve spent any time on USGBC Studio, you’ll have seen the caliber of talent stockpiled within the team, and you’ll understand why gratitude topped my to-do list.
My plan? Submit some of our favorite creative work from the past year into industry competitions. (Usually we’re too busy doing the work to take time to applaud the work).
SITES advertising creative piece
- Winner of 2017 American Inhouse Design Award
Screen-printed USGBC T-shirt
This limited-edition tee for Greenbuild 2016 honored industry champion Rick Fedrizzi and was featured previously on Studio.
- Winner of 2017 American Inhouse Design Award
- Winner of 2017 Hermes Creative Award
For communications professionals who work in sustainability, earning the LEED Green Associate credential is the best way to learn about green building principles—and in turn, to help you produce stronger, more engaging content.
That’s why I took the test, along with my colleagues, communications manager Ali Peterson and content specialist Amanda Sawit. As any marketing and public relations professional knows, the key to being an effective communicator is knowing your subject matter like the back of your hand.
Ali, Amanda and I recently gathered with moderator and content marketing specialist Heather Benjamin to discuss tips on studying for the test, why we decided to pursue our credential and how earning our LEED Green Associate credential improved our content strategy and workflow.
Listen to our conversation:
About the LEED Green Associate Exam
The test involves 100 multiple-choice questions that you have two hours to answer on a computer. There are no eligibility requirements to sit for the exam. The test costs $200 for USGBC members, $100 for students and $250 for all others. Check out our Beginner’s Guide to the LEED Green Associate Exam for more information.
Looking for additional resources? Here were our essential studying materials while gearing up for the test:
- LEED Green Associate Candidate Handbook
- LEED Core Concepts Guide
- LEED BD+C Reference Guide (Introductory and Overview Sections)
- LEED v4 Impact Category and Point Allocation Development Process
- LEED Green Associate exam: Two-week study plan
- Practice tests on Education @USGBC platform