3 Keys to Digital Marketing Success: Archetypes + Advertising + Analytics

One of the great things we do here at Trivera is analyzing the effectiveness of our work using Google Analytics, Google Search Console, and other digital analysis tools. By regularly evaluating the effectiveness of your website, we can do more than just provide high level vanity metrics. Our reports can uncover critical information about how your customers learn about your product, find your website, and push themselves down the sales funnel. We can tell you which images and links on individual pages are being clicked on. We can tell you which search terms people use to find your site, what they look for when they arrive, the path they take to conversion (or conversely, where they typically abandon the process). 

Google Analytics and the other tools we use do a great job of telling us what people do. Unfortunately, the numbers can't tell you WHY people do the things they do. That's where a deeper understanding of your business and your target audiences comes in. By combining analytics tools with a strong discovery process and research, we can analyze your data through the lens of a thorough understanding of your customers and your business. We approach this analysis two ways. One of the ways we analyze your company is by using archetypes. The other is by using research to construct personas for the people who will use your website. 

Archetypes are based on the research of Carl Jung, a Swiss psychologist. Archetype theory focuses on the understanding that the underlying basis behind nearly every decision is one of four basic human needs. While we might think we are rational beings, the truth is that emotions are the driver behind most decisions. Think about it – if emotions didn’t influence buying decisions, why would so many businesspeople play golf? You can learn about archetypes and discover yours by taking a short quiz. Give it a try, you might discover something new about your company.

Because marketing is both an art and a science, we will always have to make assumptions and take chances.  However, by looking beyond the simple metrics of ad impressions or ad clicks, we can follow people all the way through to your website and understand what they do AFTER they've seen your ads and arrive at your website. This information, coupled with a deep understanding of your target audience and archetype, can help inform decisions about website design changes, possible content topics, social media posting and integration, and inbound marketing workflows. When we can develop smart ideas, we can support your business goals and drive revenue increases for you.

Photo Credit: Adobe Stock 

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