Have you written your marketing strategy for 2019? “Marketers who document strategy are 538% more likely report success than those who do not ” (Enterprise2Community, 2018). It’s enormous ! And luckily, we have a great resource for writing a successful strategy.
It’s time to put the data you’ve collected all year to work for you. Filtering and analyzing this data should have a big influence on your marketing strategy for the coming year.
If you’re new to data and analytics, the prospect of filtering and analyzing all that data can be overwhelming. Do not be afraid ; we are here to help. We’ll show you how to use the data to see the patterns and trends of your website visitors to give them a better experience and convert traffic to leads.
Let’s start with your website data. One of the most popular tools is Google Analytics. Google Analytics provides valuable information about site visitors, such as how visitors arrived at your site, their demographics, behavior, and activity.
Here is an example. Suppose you have a service website, like the one a financial planner would have. Google Analytics can show that you have had 3,500 site visits in the past 30 days and that 40% of those visitors came to your site from mobile devices. Analytics also found that visitors using phones are 30% MORE likely to contact you.
How is this useful? The data shows the importance of optimizing your site for mobile users and voice search. You would want to include a mobile site audit for your website as part of your marketing strategy. This would include making sure that the forms have autofill options, that the phone numbers are ‘click to call’ and that you have used structured data to optimize for. Voice search. You should also research keywords and terms that people use when asking Siri, Cortana, Google Assist, or Alexa (voice search) on their mobile devices.
Before we go any further, let’s talk about goals. Marketers who set goals are 429% more likely to report success than those who don’t, and 81% of those marketers who succeed and set goals achieve them (Behance, 2018).
Set SMART Goals
Every marketing plan should include SMART goals. (Make a SMART goal, it must comply with the following criteria: specific, measurable, attainable, relevant and timely). This framework allows you to think through the stages of a company’s relationship or engagement with customers. Take customers through these phases with the answers to these questions.
- is the goal specific and detailed?
- Can you follow this goal? How are you measure this? How will you know when you have completed it?
- Is this goal realistic feasible?
- Will this goal help you achieve your business goals? Is this relevant to your business?
- When do you want to achieve this goal? Define a Time range.
Again, last year’s data is critical in setting SMART goals for the coming year. Your data has tracked and measured your goals. Let’s use the data and think about:
- To reach – bring customers to your site through various methods such as content marketing, advertising, organic search, social media and offline promotions. What is the last year’s data on your litter? What has been successful in attracting visitors to your site? Where can you improve?
- Once you’ve reached your customers, you need to keep them Engaged. Can they find what they were looking for? Is your site getting the visitor where you want them to go? Calls to action are important for this stage and the conversion stage. Use the data to see what visitors interact with most often and what they did after an engagement. Use it to polish and improve your content.
- Conversions – once engaged you must Convert them. What do you want them to do on your website? For example, do you want them to sign up for a newsletter, watch a video (using videos on landing pages will increase conversions by 86%), download information, send a contact form or buy something (Hubspot, 2018). These can also be your goals. Watching where customers have dropped off your site can be helpful for conversion adjustments. Use the data to see where visitors have left your site and audit those pages – add calls to actions or buttons to get them to convert.
- Ultimately you want To support A long term relationship. How are you going to encourage them to come back to the site? What new content will you add and how often. Will you offer a rewards program, send yourself discounts, etc. VSContent marketing gets three times more leads than paid search advertising (Hubspot, 2018). Data showing what your visitors have engaged with previously will be a great indicator of what they’re looking for and will help you plan for future content.
To recap, using the data will help you answer these questions and plan your future marketing efforts.:
- To reach the questions ask, “How do my clients find me?” “
- To hire the questions ask, “What are they watching and what are they engaging with?” “
- Convert the questions ask: “Do visitors become customers?” “
- To support the questions ask: “do my clients come back?” “