One of the things I love most about on-line marketing is that I can usually track most things that happen by studying my analytics. Analytics gives you data about your website visitors. Where they came from, how they got there and what happened when they arrived.
I am a big fan of Google Analytics for this kind of data as it is a free service which provides great stats and it is easy to implement. Within Google Analytics one of the graphs I like to understand is where my traffic is coming from. This graph showing the source of my traffic tells me that some of it is coming from people searching in Google, some from people keying in the URL directly and some from other sites (in this case Twitter and LinkedIn as can be seen in the table.
I can drill into the visitors coming from Google and see which keywords they used to find my site. This is powerful stuff. If I notice that I get a lot of traffic when people search for certain keywords, I can then start to provide a special landing page for that keyword and focus my sales and marketing effort to try and win that visitor as either a customer or at least get them to sign up for a newsletter. I can also write more stuff about that keyword, maybe even introduce a video in order to track more people and start to engage with them.
If you are not currently not getting the most from your Analytics, take a look at our Google Analytics training for business.