Google Analytics for Investor Relations

Why Google Analytics?

It’s the most effective way to measure website traffic and marketing metrics

It allows you to establish the Return on Investment (ROI) of all your marketing strategies

It’s free! Really, really free!

Visitors from “Company Search”

Your primary source of website traffic is probably a Google search for “Your Company”

Google is the first place people see your brand

Push other results off page #1 of search results for optimal visibility

The best way to do this is with Google Places and Google Finance profiles linked to your corporate website

E.g. “Company Search”

Referrals From Press Releases

Press Releases should aim to drive links and traffic back to your company’s website

A simple way to measure this traffic is with an annotation in Google Analytics on the release goes out

When PR is published there should be a measurable spike in website traffic and use

Big Tip: You can use Google Analytics to measure the ROI of your Press Releases

E.g. Referrals From Press Releases

Social-to-Web Conversions

GA lets you measure exactly how many people have hit your website via each Social Network

These are known as Social-to-Web Conversions

Some conversions are more valuable than others

LinkedIn visitors stay on your website 7x longer than visitors from Facebook

Conversion strategies should be updated monthly

E.g. Social-to-Web Conversions

Social Visitors Flow

Social Visitors Flow shows how people arrive at and interact with your corporate website

This is by far the best tool for monitoring the ROI in your Social Media strategy

Creating Goals can show the flow of Social Visitors to your contact page and email signup form

Assigning a value to Goals helps provide a clear ROI

E.g. Social Visitors Flow

Social Activity Stream

The Social Activity Stream is a new Social Media feature of Google Analytics

It shows how Social Media discussions are driving traffic to your corporate website

The more you talk on Social Media, the higher your spikes in website visitors when you release company news

Social Activity is a great indicator content quality

E.g. Social Activity Stream

Comparing Networks

Measuring Social-to-Web Conversions allows for marketing to be optimized on a monthly basis

The most successful networks (ROI) get the most attention

Be open to changing your strategy towards the most effective networks and strategies

Changes should happen immediately, don’t wait 3 months hoping strategies will improve

E.g. Comparing Networks

Website Lead Funnel

Using GA tracking codes it's possible to see exactly how people have come to:

Call your IR department Send an email requesting company info Signup for your newsletter

The lead funnel helps you optimize these actions

If visitors leave your contact page without calling or sending an email, this is an indication that the page fails to convert visitors into leads

E.g. Website Lead Funnel

Contacting your company should always be dead simple

Measuring Your ROI

The three metrics for assessing ROI are:

Phone Calls To Your IR Department Email Requests From Your Website Signups To The Email Newsletter

Does your IR department track these? If not, that should be step #1 in establishing ROI

Next, you need to determine…

E.g. Measuring Your ROI

How many phone calls do you need to affect buying?

How many people call you having hit the contact page of your website?

How many people visit the contact page having come to the website?

Which sources drive the most total visitors to the contact page?

What is the average cost of driving each of these visitors from those sources?

What is your total cost per new shareholder?

More Info?

To read the full blog visit: irsmartt.com/Analytics

Or for more information about IR Smartt and our Social Media strategies for the Investor Relations industry, please contact us on:

Website: irsmartt.com/contact

Email: get@irsmartt.com