How should you be using Google Analytics in your Investor Relations strategy? Today we take a look at the various ways to create leads, goals and generally monitor your IR activity with Google Analytics. NOTE: There's also a section on assessing Social ROI.

1. Google Analytics for
Investor Relations

2. 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!

3. 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

4. E.g. “Company Search”

5. 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

6. E.g. Referrals From Press Releases

7. 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

8. E.g. Social-to-Web Conversions

9. 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

10. E.g. Social Visitors Flow

11. 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

12. E.g. Social Activity Stream

13. 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

14. E.g. Comparing Networks

15. 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

16. E.g. Website Lead Funnel
 Contacting your company should always be dead simple

17. 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…

18. 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?

19. 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