During the last 22 years I have seen many exciting changes in how business is conducted. Largely thanks to digital marketing and the internet.
The world wide web has provided businesses with unprecedented opportunities for growth and has even enabled companies to disrupt entire industries. Take what Uber has done to the transport industry for example, by offering a product that is cheaper, more convenient and modernised they have forever changed the taxi industry. AirBnb is another classic example, by providing a platform that allows owners to rent out their homes and apartments to short-term renters at low prices, they have shook up the hotel industry.
Technological advancements have made it possible to conduct business on the international stage with as much ease as in your local town or city, right from your mobile phone. The Digital Age is an exciting time to be in business. And if you aren’t online, your business is essentially invisible to the majority of your target market.
While the internet provides enormous opportunity, it also creates enormous competition. For some businesses, it is becoming increasingly harder to generate leads and/or sales.
As a result, pleasing visitors is difficult as expectations rise. Customer satisfaction begins to drop as soon as a prospect has to wait more than 3 seconds for your website to load, and if you can’t grab their attention within 3-4 seconds, they’re hitting the back button.
People are busy, distracted and becoming increasingly impatient. To succeed, you have to constantly evolve and adapt your digital strategy.
Following I’ll provide some insight into the 7 Areas Successful Businesses focus on to smash their competition online.
- They leverage their brand to build connections
- They have a clear Digital Strategy
- They understand their target market
- They use their website as a marketing tool
- They maximise their resources
- They use Sales Funnels nurture their leads to increase sales
- They keep Split Testing and optimising their digital assets
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1. They leverage their brand to build connections
Successful businesses know who they are and what they stand for. It has never been as important for brands to not only know who they are, but also to know how to articulate it to their prospects, customers, staff and stakeholders.
Your brand is one of the most valuable aspects of your business and it is a cornerstone of long-term success.
You’ve probably heard of CrossFit. What you might not know is that CrossFit has a relationship with Reebok, which makes CrossFit clothing and shoes. One of their shoe brands are Nano’s, which are a go-to shoe for many CrossFit enthusiasts.
Now, if a CrossFitter is looking to buy a new pair of shoes and had the option to choose new Nanos or another pair which were equally good or better, the CrossFitter would choose the Nanos 99% of the time.
Why? They identify with the brand because it helps to define who they are and what they enjoy. It’s also helps other CrossFitter enthusiasts to recognise them as part of the ‘tribe’.
So, what is a Brand?
A Brand is a set of perceptions and images that represent a company, product or service. While many people think a brand is a logo or tagline, a brand is much more than either of those things.
A Brand is the essence or promise of what you will deliver or what your customer will experience. It is the personal connection between your company and your market and it is the personality of your company.
Modern consumers actually think your brand is more important than your business. This ties in with the rise of millennials as the group with the largest purchasing power and their shift away from the habits and trends of baby boomers. While millennials vary in age by as much as 30 years, most of them grew up with some form of technology. Millennials recognise classic advertising and tend not to trust it. They would rather be part of a brand than a ‘customer’.
In fact, you can see this on the web with the increase in popularity of crowd fund projects (Kickstarter raised $826,089,501 AUD in funds in 2015). Millennials also want brands to be available on social media, with 62% say they need brands to be on social media in order to consider purchasing from them, and more than 50% of millennials review third party opinions of brands before making a purchase.
This can also benefit you, as millennials are extremely loyal to their brands once they find companies that they trust.
Make no mistake, every business needs to be aware of it’s branding. Even if you’re not actively branding your business, you’re STILL actively branding your business. The only difference is that if you’re not taking steps to control your brand, you are leaving it up to your market to define YOUR brand for you.
Successful businesses create brands that consumers want to engage with.
2. They have a clear Digital Strategy
Successful businesses have a clear vision. They create goals and set objectives, they build and execute effective plans and they generate consistent sales and quality leads every single day.
A Digital Strategy is essential to the success of your business online. Internet marketing offers many advantages and a good digital strategy puts you in a position to take full advantage of them.
According to Smart Insights, up to 44% of businesses have no digital strategy, which is pretty scary.
These days there are literally hundreds of platforms and channels to help you engage and interact with your audience. While this provides businesses with fantastic opportunities, it can also present problems. The plethora of options can leave business owners feeling overwhelmed, frustrated and confused.
This is where a well defined strategy comes into play.
Without a strategy, most businesses have a tendency to jump from quick fix to quick fix, chasing the ever elusive magic marketing bullet.
Successful businesses invest the time into market and industry research.
A Digital Strategy will –
With so much to gain, you can see why a digital strategy is worth doing right. However, creating one can be a big job and many business owners simply don’t know where to start.
What should you include in your Digital Strategy?
A Digital Strategy can be as detailed or as simple as your business requires. While you ideally want to include as much detail as possible, everything you include has to be utilised in order to be effective.
At Media Evolution we use the SOSTAC™ framework to guide strategy creation. The SOSTAC™ method was developed by PR Smith over a 10 year period. It’s highly effective because it offers both simplicity and clarity.
In a nutshell, your Digital Strategy should cover these 6 areas –
Where are you now?
Your analysis should contain information on your:
- Customers – Who, why and how;
- Competitors – Direct and indirect;
- Competencies – Strengths and weaknesses;
- Performance/results – What’s worked and what hasn’t;
- Market trends – Any opportunities or threats
Where do you want to get to?
This is where you set sensible and quantifiable objectives and Key Performance Indicators (KPIs) that you can measure.
How do we get there?
This is the high-level strategy phase where you examine your segments, targeting, positioning, integration and tools.
Details on your strategy.
Here you define your marketing tools and strategies. You’ll work out the best channels, why, and how to use them to achieve your desired outcomes.
Details on your tactics.
In this stage, you determine how your strategy will be executed. You’ll establish who will have control, who will be responsible for each area of work and what will be expected of them.
Measurements and metrics.
Here you set Key Performance Indicators (KPI’s) and metrics to help you stay on track to achieve your goals. You should monitor these regularly to ensure that you’re moving in the right direction and adjust the strategy accordingly as needed.
A strategy is important to ensuring that you have consistent and predictable success online. Without one, you really are winging it and that leaves you exposed.
3. They understand their Target Market
Successful businesses invest a lot of time in identifying and understanding their target market. They know exactly where their audience spends time online and which platforms and channels are best for engaging with them.
While understanding your market is a key component of a digital strategy, it is worth special attention. Even if you don’t have a strategy, you should take the time to understand your target market.
If you don’t take the time to get to know your market, how do you know if you are using the best channels to engage with them, whether you are engaging at the right time, or even if you’re using the right language?
You need to develop an intimate understanding of your market’s goals, fears and desires. You have to know what keeps them awake at night and the issues they face. The more familiar you are with your target audience, the easier it is for you to communicate and provide the solutions they need.
If you’re anything like the majority of business owners, you have a vague idea of who your target customer is. You might even have written it down once or twice, filed it away and forgotten about it.
A good business owner or marketing manager will have identified their target audience so they have a reasonable idea of who they want to attract and focus their online marketing towards.
A better business owner or marketing manager will have segmented their target audience into smaller categories to improve the quality of their marketing decisions.
However, businesses who want to take their marketing communications to the next level must go the distance to create Marketing Personas (or avatars). Personas are an incredible tool that make it easier for you to visualise your audience in detail so that you can better understand your customers and their problems.
What are Marketing Persona’s?
Marketing Personas are fictional characters created to represent the different needs, goals, motivations and behaviours of the prospects or customers who will engage with your site, brand, product or service. To create a great persona, you must research to understand your audience, and then create a persona based on typical consumers. Personas include names, faces, personalities, families, traits, and more. This data helps you to conceptualise what that person, or similar people, will want or need in real life. They are depicted as a person but are not a real person.
Marketing personas also allow you to easily segment your market based on different personalities and problems. If you study your audience, you will easily see that people purchase your products or services for entirely different reasons and many of these reasons are reflective of audience segments. Creating individual personas for different parts of your market allows you to more easily identify who your connection is, what they need, and why they need it.
4. Their website is a marketing tool
Successful businesses build websites that are well oiled sales/marketing machines. A great website is a 24/7 salesperson; attracting, nurturing and converting leads while the business owner focuses on growing the business.
Your website should be the centre of your online marketing universe.
Every marketing tactic should be geared towards bringing your prospects back to your site to encourage a transaction or some form of engagement, such as a purchase, download or enquiry.
Surprisingly the ABS (IT Use and Innovation in Australian Business) survey shows that just 47.1% of Australian business have a website. Micro-businesses account for a large portion of this, with 80% of medium sized business (20+ staff) having an online presence.
Unfortunately, many also think that just having a website is enough, which isn’t always the case.
The days of static brochure style websites have gone the way of the dinosaurs. Technological advancements allow websites to work as marketing and sales machines, while helping businesses to become more efficient by streamlining certain systems and processes.
You can even increase productivity with automation
You can use APIs (Application Program Interface) to integrate your website to other 3rd party platforms to help increase productivity in other areas of your business. For example, E-commerce stores can connect directly to your cloud-based accounting software like Xero. Contact forms can connect with your CRM or automation platforms like Zapier, which enables you to do almost anything you want.
Want to know how it works?
Let’s look at an example. Here at Media Evolution we use AutopilotHQ and Zapier for our automation. Every time a new proposal is approved, the client is ‘tagged’ within ‘AutoPilotHQ’. This triggers a journey which results in a personalised email being sent to the client containing links to certain forms on our site that we use to collect information pertinent to the project. When the client completes the forms and submits them, a ‘zap’ is triggered which kicks off another chain of events. Zapier searches our Google Drive to see if the client already has a client folder, if not, it creates one. Then the information in the forms is added to a Google Sheet and stored in the client folder. At the same time, Zapier creates a new job board in Trello, and this contains the cards, checklists and procedures necessary to ensure that the project runs smoothly.
This process would take a human somewhere between 10 – 15 minutes to complete, but thanks to the website it is finished automatically following a single action on the site.
Your website will help you understand your audience better
Your website is also a tool to help you more gather intelligence about your audience and can also help you build your Marketing Personas.
Tools like Google Analytics and Google Search Console (which are free and should be installed on your website) provide valuable insight into your website visitors. A really simple example is Age and Gender –
Google Analytics can provide so much in depth data and information than I can cover here, so I will leave it at that but it is something that absolutely needs to be installed on your site.
Your website will build authority to help increase sales
Your website is also your content hub. Your company blog is a valuable source of information which can be used to attract leads and nurture them into sales. Content ties into every part of the buyer’s journey, from research to decision making, to the final sale, and your website can host it to answer questions, drive awareness, build authority on a subject, and generate leads.
Focus on your visitors experience
Your website should provide your visitors with a great user experience, remember it’s an extension of your brand. You have the ability to present different information to your visitors based on information you can capture through cookies and this can dramatically improve your conversion rates. A great example is an online clothing store. Once a site knows the gender of a visitor, it can show them banners with clothing relevant to them.
Most of the time, you have just 3 seconds to impress a visitor on your site before they hit the back button and look for a competitor. Showing them exactly what they are interested in as soon as they are on your site is an excellent way to improve their experience and increase the chances of them exploring your site.
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5. They make full use their resources
Successful business rely on more than one platform or channel to generate leads and sales.
You already know this, and you’ve heard it a thousand times. Don’t put all of your eggs in one basket.
For example, do you think you’re better off having 10 clients worth $10,000 each or one client worth $100,000. It’s pretty obvious that if you were to lose just one client in the above scenarios, one option allows you to retain 90% of your revenue and the other leaves you with nothing.
The same considerations apply to the marketing tactics you use to generate traffic to your website.
Relying on a single channel like Search Engine Optimisation (SEO), Social Media Marketing (SMM) or Pay Per Click (PPC) puts you at risk. Instead, you have to combine marketing channels and spread your resources to achieve the most value with the least risk.
What channels can you use?
SEO (Search Engine Optimisation)
SEO or Search Engine Optimisation is the process of using best practices and taking steps to ensure that search engines like Google, Yahoo, and Bing can find and index your website, and display you as high as possible in search results for certain keywords and search terms. Search optimisation involves constant work on your site, adding content, updates based on new search requirements, and ensuring that your site is ranking well. However, is is a long-term strategy that will benefit you over time by bringing ‘organic’ or unpaid visitors to your site.
While you’re working on your SEO to improve organic traffic, you could benefit from using a PPC (Pay Per Click) campaign at the same time to generate immediate paid traffic. You also have social media channels like Youtube, Facebook, LinkedIn, Pinterest, Twitter, and others that you can use to drive traffic back to your site.
A great SEO campaign is diverse, ethical, and works to build traffic, and improve site ranking through a variety of sources.
What does an SEO Strategy that look like?
At Media Evolution we approach SEO differently to other SEO’s.
The main point to remember when it comes to Google, is that it is a business. It’s core business (in search) is to provide it’s customers (people like us using search engines) the highest quality information as fast as possible. To determine what is the best quality information to present to it’s customers it uses algorithms.
Google uses these search algorithms to determine which websites appear in search results. Google uses over 200+ (and potentially thousands) of ranking factors or signals in their algorithms. If you want Google to feature your site at the top of search, you pays to play within the rules.
Here at Media Evolution that is exactly what we do. We use a framework that was first identified by Steven Kang called TRAP. Instead of worrying about 200+ signals we focus on 4 primary signals to satisfy the search algorithms.
These signals are –
Technical covers all of the onsite optimisation required on your website, these include site speed, quality of code, user experience, mobile friendly, errors and much more.
Relevancy works on many levels from domain to page to keyword to back-links. We leverage the Relevancy Signal within the context of the TRAP framework we are able to maximise both on and off page elements and rank for multiple keywords per page.
Popularity is still a major signal when it comes to ranking. Popularity used to be covered by the amount of links that were built to your site but this is becoming less of a factor. Social Signals are becoming increasingly more important. Every time an article is shared, liked, commented on, tweeted, pinned etc across social media, it shows Google that people are interested in that piece of content/brand/site etc
This approach also works with local SEO and Video SEO
So a strategy might look like
Your SEO Strategy should equally satisfy these 4 primary signals. If you find your rankings aren’t improving it might be because one area is not as strong as the others.
SEO takes time to implement and to start working, but over time, it can offer a lot of value in the form of unlimited growth. While your results, conversion, and traffic will vary depending on your niche, budget, competition, and the volume of traffic for your keywords, you will eventually capture leads at no additional cost per click, meaning that the total value of your SEO goes up over time.
PPC (Pay Per Click Advertising)
PPC or Pay Per Click advertising includes any advertising platform that allows you to set up a campaign to show your ads whenever someone performs a specific search. Google AdWords, Bing Ads, Facebook Advertising, and other platforms each allow you to set up campaigns, highly target your audience and demographic.
Unlike SEO, PPC provides immediate results because you instantly show your ads to people looking up your keywords and you typically only pay when you get impressions and clicks. This makes PPC a great way to drive valuable traffic to your business. However, it is important to plan your campaigns carefully, control your audience, and improve your campaigns over time. This is where Marketing Personas become extremely valuable because you can use them to set up different campaigns for your products. While there are a lot of choices for PPC, the following are among the most valuable:
Google AdWords allows you to set up highly specific text ads to appear in search and on websites. You can create ad groups that specifically target each of your buyer personas, and then tweak them over time to add new keywords, focus on high performing keywords, and remove those with lower conversion rates.
Google Search ads show up in, above, and next to Google Search results. These Google AdWords ads allow you to take advantage of the 64.6% of Google users who just click on the first result, which is usually an ad.
Retargeting allows you to show your ads to consumers who have already been on your website. Google Display ads insert cookies into the visitor’s browser, and then use that to track them and show them ads.
Why? First, you reinforce your brand and remind the consumer what they were looking for. Second, consumers are more likely to buy from a page they’ve already been on. And third, 90% of marketers agree that retargeting is their most successful paid advertising tactic.
Facebook PPC Advertising
Facebook Ads allow you to set up advertising on Facebook-owned media including Facebook and Instagram. This allows you to create both native and non-native ads on social media sites, to display as ‘sponsored posts’, or in the Facebook’s sidebar with other ads. Sponsored posts are available on both Facebook and Instagram and allow you to promote a regular post. This looks just like a normal post which means that you will typically see a higher engagement rate. Regular ads show in the sidebar and allow you to connect with banner ads. Both have their pros and cons, but sponsored posts can have numerous goals such as increasing your reach, promoting a lead magnet, solving a problem, or just connecting with your audience. Ads show up as advertisements and are more useful for directly promoting a product or service.
Facebook’s ads also allow you to create near native experiences using Canvas, a full screen immersive ad for brand storytelling, video and image carousels in addition to the classic banner ad.
Take care when setting up your campaigns
Many business owners make mistakes setting up their own Ad campaigns because they don’t know how it works and they don’t know how to optimise it. We always recommend starting off with a small budget while you are testing, once you have optimised your campaign and you know it is providing a ROI you can increase your budget.
One of the most common mistakes is directing all traffic back to the home page of your site. If you do this, it will negatively affect your campaign in a few ways:
An effective PPC campaign should drive clicks to specific landing pages that expand on the ad to create leads or drive direct sales. This will improve ad quality score, lower CPA, and improve conversions, Of course, business owners often make a lot of other mistakes, including poorly organised ad campaigns, keyword repeats, even failing to optimise ad campaigns over time, and even failing to understand your maximum cost per click or your ROI. For these reasons, it is important to take the time to understand your metrics, or work with a company (like Media Evolution) that understands how to use this data for you.
Social media is a must for most businesses. How much? One G/O Digital study showed that approximately 30% of Facebook users check up on a small business Facebook page before ever setting foot in the actual business. Social is crucial to your brand presence, and it allows you to connect with consumers, offer customer service, offer advice, and solve buyer personal problems before they become a problem.
But, don’t spread yourself too thin. It’s better to have 2 or 3 channels you can commit to than to try and fail to use them all.
Some of the more popular include –
Facebook is the current king of social, and offers a lot for small business. With pages, location based search, instant chat for customer service, link sharing, and advertising, it’s a ‘must have’ for social marketing.
Twitter’s iconic 140 characters allow you to drive real-time conversations, to stay relevant with trends and discussions, and to connect with new audiences via media, links, and hashtags.
Facebook’s Instagram offers the immense power of reaching a nearly unlimited audience through hashtags, organic posts, and native Ads (Facebook Advertising) using image media.
Snapchat’s quirky take on social allows you to post quickly disappearing messages to connect, and reconnect with your audience in a fun, playful way. While not ideal for every business, it’s extremely popular with younger consumers.
LinkedIn allows you to connect with professionals using content, job-offers, and InMail. While not all features are free, this platform is invaluable for B2B businesses
Pinterest offers photo based promotion with a much wider user base than most people think. Unlike Instagram, you do need professional and high quality photos to make it on this platform.
Just remember, you don’t need every channel. It’s too easy to become overwhelmed when struggling to stay visible on every platform and channel available. Most may be free to use, but they will quickly occupy all of your time, which is more costly than you think.
As discussed earlier, your Digital Strategy will help you to identify the channels that are going to provide the highest return for your business.
While it is not Digital don’t forget traditional forms of marketing and advertising to drive traffic to your website as well. It pays to be as visible as possible, this includes vehicle signage, store signage, newspaper ad’s, television etc – while some of these channels are becoming less effective, they are still applicable. Remember it comes down to doing your research on your target audience and seeing where they spend their time.
6. They use Sales Funnels to nurture their leads and increase sales.
Successful businesses use sales funnels to nurtures leads from prospects to customers to raving brand advocates.
If you’re not nurturing your leads, you are missing out on a lot of sales. It doesn’t matter if you get thousands of visitors to your site if most of them just leave.
Why? Well this is best explained using the Buyer’s Pyramid.
At any given time, only about 3% of your market will be in ‘Buying Mode’.
This is a problem when you consider that literally every businesses targeting that 3%. TV commercials, newspaper ad’s, radio, Adwords etc are all fighting for the attention of people in ‘Buying Mode’.
But, while everyone else is competing for the attention of the 3%, the other 97% are left largely ignored.
The Buyer’s Pyramid represents this and segments your opportunities as follows:
Successful business use this knowledge and have systems in place to begin engaging with their market before they reach ‘Buying Mode’.
They manage this using educational content marketing that provides value to build goodwill and trust in their market. Then, when the person is ready to buy, they already have an established relationship.
Increases sales and leads with a Sales Funnel
The goal of your sales funnel is moving people from one stage to another until they are ready to make a purchase.
There are typically 4 stages to a sales funnel, although you can have additional stages depending on your business.
This is the stage where prospects are beginning to learn about your business, products or services. Prospects will have arrived at your website from an ad, Google search, a post shared on social media or another traffic source, and they don’t yet know who you are.
At this stage, the prospect is actively looking for solutions to their problems or ways to achieve their goals. They use Google search and other resources to find your business. Here, the customer expresses interest in your product or service and follows you on social media or subscribes to your list.
During this stage, your prospect is deciding whether they want to take advantage of the solution you’ve offered. They check your offer, packages and options, so they can decide whether or not to purchase.
This is the final stage and most important stage. The prospect has decided to purchase from you. They are now a customer and they’re signing the contract or clicking the ‘Buy Now’ button.
You need to guide your prospects down your sales funnel
Successful businesses understand this process and they create content to connect with consumers at every stage.
For example, a lead magnet is a great way to connect with your consumer. A lead magnet is a free offer that you create for someone in a specific stage of the buying cycle. For example, you could target prospects in stage 2 by offering a free eBook that solves their problems in exchange for their contact information. Then, you could create a personalised email sequence that follows the prospect through the buying cycle, offering them the information and support they need to move from interest to decision to action.
Make use of landing pages
Landing pages can be designed for every stage of the buyer’s journey because they allow you to offer specific information and a specific solution. Most people use them to draw in visitors who are in the Awareness stage of the buyer’s journey in order to tempt them into signing up for a lead magnet.
Landing page should be used with almost all of your online advertising. Having Landing pages designed around your ad copy with have numerous benefits to your campaigns. Including lowering your CPC (Cost Per Click) as having Ad Copy that matches your landing pages will improve your Ad Quality Scores, reduce bounce rates, improve user exerience and more.
Lead magnets help create interest
Lead magnets are freebies offered at any stage of the buyer’s journey, but usually the Interest stage, to solve a problem, drive interest, or otherwise engage the consumer. There are no rules for Lead Magnets other than that they must offer value, they must relate to the product, and they must be worth your prospect’s email address.
Build relationships with email
Email is one of the most valuable opportunities for small businesses. Email marketing allows you to connect with prospects in their space, with your owned content, to offer value, information, and to help your prospect on to the next stage. As a result, email has an average of a 22% click through rate across all industries.
Nurturing your leads is easy if you know your buyer personas, understand their problems, and know how to solve them. Your sales funnel should focus on a buyer persona, answer their questions, and lead them towards making a purchase to solve their problems.
Successful businesses don’t try to close all their prospects in the first interaction. They don’t only focus on the top 3%, instead they take time to build relationships, trust and provide value.
7. They keep testing and continually optimising
Successful businesses keep moving forward. They tinker, they test and they make changes to adapt to the times and more importantly, to keep getting better.
Conversion optimisation is the process of constantly working to improve conversion, whether that’s improving the number of viewers who click on an advert or improving the number of site visitors who go on to become customers. All of the traffic in the world is worth nothing if you’re not making sales. And, any great marketing agency will include this as part of your marketing package for PPC, SEO, content marketing, and even social media. If you’re not testing your methods, keywords, and pages to see if they can be better, then you’re not improving.
Split A/B Testing
Split or A/B testing is the process of comparing multiple versions of an ad, page, headline, etc. together to see which converts better. This process allows you to track performance, determine why one performs better than the other, and learn more about your audience and what they expect. It’s also an important part of conversion optimisation, but can also be used to beta test new ideas, new ads, and landing pages.
Applications like Google Analytics and Google Search Console enable you to learn the a lot about the online behaviour of your visitors, prospects and customers, and you should take advantage.
As mentioned earlier, Google analytics allows you to quickly find information on your website visitors. Analytics will show you demographics, location, and language. You can also see where your traffic is coming from so you know whether social, organic search, or direct link sharing is benefiting you most. Analytics also allows you to track web page visits, how long visitors stayed, how quickly they left, and which pages they visited. This allows you to gain a better understanding of what your visitors are looking for, how well your
You can take this further using paid applications like VMO, Crazy Egg or HotJar. These let you create Heatmaps, Visitor Recordings, surveys and more. There are myriad platforms that allow to you capture data to help guide your decisions to improve conversion. The level of information available to all small businesses owners is truly incredible.
Google Search Console
Google Search Console is a free Google tool that allows you to easily see diverse information on your website. Search Console allows you to upload sitemaps to ensure that Google bots can crawl the pages, allows you to see URL and site errors at a glance so that you can fix them more easily, and allows you to see how visitors are finding your site. The Search Analytics allows you to see queries, which literally shows you keywords people use to find your website, where people are coming from, which sites they end up on, which devices they are using, impressions vs clicks, click through rate, and even your position in search. All of this data can be invaluable for your future content marketing and PPC efforts, because you can easily see which keywords are actually working.
Successful businesses monitor everything, not just their websites but also PPC campaigns to see how their campaigns are performing so they can make the necessary adjustments to ensure they are maximising conversion.
For most businesses, Google Analytics can provide enough information to help you make efficient marketing/business decisions without having to use paid platforms.
Online success really boils down to having a solid strategy and following it. It doesn’t need to be complex but contain enough information to help you make informed decisions and provide clarity and direction.
Successful business have done their homework online and in the simplest sense know exactly who their market is and how to communicate with them effectively.
Once you have a digital strategy, you understand exactly what you need to do and when. Everything is mapped out and you know why are you are doing it. There is no guesswork and decisions are made based on research and data.
Most importantly, a strategy means that business owners are free to work on their business and focus on growth instead of getting stressed hoping they generate enough leads to pay the rent.
I hope you found some value in this blog post, please leave me any question or comments below, I’d love to hear form you. If you did find some value please let me know what it was or feel free to share and like!