3 Tactics to Leverage Analytics in Your Marketing

StrategyDriven Marketing and Sales Article | 3 Tactics to Leverage Analytics in Your MarketingTracking and reacting to trends is essential to success as you market your business. Below, I’ll take you through three tactics to leverage analytics in your marketing strategy.

Measure Your Customers Across Multiple Devices

Nowadays, access to the internet is constantly expanding. Technology continues to cause a proliferation of devices capable of supporting web browsing. This advancement holds significant influence not only over our daily lives but over marketing strategies as well.

As you continue to hone your marketing campaigns, you want to ensure that you are reaching customers on all the devices they use. Most people use smartphones for their primary communication and internet browsing. But these same people typically use other devices like desktops, laptops, and tablets as well.

Because of this, customers have many different ways to interact with your website or app. With such variety, tools like Google Analytics often fail to give a complete picture of how this takes place.

It appears that professionals are far better off using a more comprehensive approach to analytics. A tool like Woopra’s customer analytics often proves to be a more effective alternative.

Woopra keeps track of your online customer interaction across a broader range of devices. This gives you a more accurate representation of how your customers are truly behaving online. Using this information is vital in improving your customer’s journey.

Use Marketing Automation

The ultimate goal of an online marketing strategy is conversion. That means that simply getting people to view your website is not enough. You need to find a way to convert those prospective buyers into loyal customers.

The truth is that not everyone who sees your site will have the same level of interest in your service or product. So naturally, a one-size-fits-all approach to contacting these prospects will not suffice. I find it far more effective to approach prospects in a more focused way.

Marketing automation can be extremely beneficial in this effort. This technology lets you target specific website visitors.

For example, someone who has read a few of your blog posts might be quite interested in the opportunity to sign up for a newsletter. For someone who visits a pricing page, you should send them a more detailed offer or promotion.

With marketing automation, you set triggers for certain customer activity on your site. Then your customer will automatically receive a message that is tailored to their interests and needs. Compared to more standard email autoresponders, this marketing automation strategy is far more likely to cause conversions.

Improve Your SEO with Analytics

Most marketing professionals know the importance of SEO in promoting organic traffic. But how can you know if your SEO strategy is really working?

Analytics can give you some important insights into the success of your SEO. This includes knowing exactly which pages get the most traffic and conversions. Using this information, you can see which strategies are working and multiply your efforts in that area.

However, improving your SEO can prove to be quite challenging. Attempting to do so on your own may become frustrating and take time away from other vital functions of your business. With that being the case, consulting an SEO agency is often the best way to get started.

Conclusion

Analytics are only becoming more important to the success of your marketing. Knowing how to leverage these analytics can make the difference between a failure and massive online marketing success.


About the Author

StrategyDriven Expert Contributor | Garit BootheGarit Boothe is a digital marketing and SEO consultant in the finance and technology industries. He has done work for Fortune 500 companies and small businesses alike. Now he helps high-growth startups to scale profitably through search marketing.

4 Ways Entrepreneurs Can Improve Their Business With Agile Marketing

StrategyDriven Marketing and Sales Article |Agile Marketing|4 Ways Entrepreneurs Can Improve Their Business With Agile MarketingAgile marketing has been lauded as a must-have for marketing teams and big-name businesses. But startups, small businesses, and even solopreneurs can all benefit from Agile marketing in four crucial areas: improving discipline and communication, growing the business faster through validated learning, adapting to changes (like the COVID-19 pandemic) quickly and successfully, and creating remarkable customer experiences.

Agile boosts discipline and communication

“Discipline” and “process” are two words seldom used by entrepreneurs. Yet, startups and small businesses can grow faster – and more predictably – with some discipline and just the right amount of process. And that’s where Agile’s methodologies come in.

When everyone in your business is running around like Usain Bolt at a Black Friday sales event, they’ll all benefit from Agile’s 15-minute morning meetings to talk about what they did yesterday, what they’re going to get done today, and what’s blocking their progress.

If you’re a solopreneur, answering these questions for yourself is a good way to take stock of each day’s progress and challenges. The Agile term for this 15-minute session is the daily standup.

Weekly planning sessions, and the use of whiteboards for tracking work, can also help entrepreneurs and their teams prioritize and track the progress of critical work, allowing everyone to see at a glance what’s getting done and what’s not. In the Agile world, these techniques are known as Sprint planning and Kanban boards.

Spending a few minutes at the end of each week to look at what’s working and what’s not, and trying new ways of working, also has an Agile name: the retrospective.

Whatever you call these processes, they’ll add discipline and structure to your startup or small business, and they’ll ensure you’re getting the right things done each and every week.

Agile grows your business faster

The two most precious resources of any startup or small business are time and seed capital. How can you maximize these investments? Through an Agile discipline called validated learning.

Many entrepreneurs take the “throw spaghetti against the wall and see what sticks” approach to marketing. But with Agile, you’ll use validated learning to think like a scientist: Who are my best customers? Where do they get their information? Why do they buy from me? What experiment can I run to confirm my best-guess answers to these questions?

Scientists call best-guess answers hypotheses, and you’ll be testing your hypotheses through validated learning.

Rather than throwing $20,000 at Facebook advertising, for example, and hoping it will produce some sales, you’ll run a small test for $500 or $1,000. Only when you know that your advertising is working will you spend your full budget.

How do you decide which experiments to run? I recommend a simple framework called ICE:

  • I stands for the impact a successful experiment could have on your business.
  • C stands for your confidence that the experiment will be a success.
  • E stands for how easy (or hard) it will be to run the experiment or promotion.

Assign a value from 1 to 5 for each experiment along each dimension – I, C, and E – and then calculate the score as the total of the three scores. Run the experiments with the highest scores first.

Agile helps you adapt to change quickly

Every entrepreneur is encouraged to write a business plan. “Where’s your business plan?” asks the banker. Yet, as every entrepreneur knows, business plans and marketing plans quickly become outdated. You can’t update them frequently enough to keep up with the daily pace of your business.

I recommend a different Agile-themed approach: napkin plans. Write your business plan on a napkin (or a single sheet of paper) and update it often.

Napkin plans work because they’re:

  • Short
  • Visual
  • The product of talking to prospects and customers
  • Updated frequently based on feedback and changing conditions

Agile creates remarkable customer experiences

Rather than buying products, many people today are buying experiences. Think about it. When someone buys an Apple product, whether it’s an iPhone, a Mac, or an Apple Watch, are they really buying the product, or are they buying the Apple experience?

Sure, not everyone loves Apple. That’s OK. But those who do love Apple pay premium prices, buy anything they make, are incredibly loyal, and can’t remark enough about the experiences they have with Apple products.

How do you create your own remarkable experiences? You have to know your best customers better than anyone else and go above and beyond satisfying the needs of those customers who will ultimately become your biggest fans. And Agile marketing can help with that.


About the Author

StrategyDriven Expert Contributor | JIM EWELJim Ewel is one of the leading voices on Agile marketing. He co-organized the first meeting of Agile marketers and co-authored the Agile Marketing Manifesto. Today, his blog is one of the most trusted sources on Agile. Jim runs an Agile marketing consultancy, where he has helped over 60 organizations adopt this futureproof approach to marketing. His new book is The Six Disciplines of Agile Marketing: Proven Practices for More Effective Marketing and Better Business Results. Learn more at AgileMarketing.net.

Making as Many Sales as You Possibly Can During Difficult Times

StrategyDriven Marketing and Sales Article |Making Sales|Making as Many Sales as You Possibly Can During Difficult TimesIt’s nearing the end of 2020 and many of us are having a bit of a tough time in many ways. The coronavirus and Covid-19 pandemic has been impacting the majority of our lives since March – and for the most of us, this hasn’t been in a particularly positive way. Now, it’s important that we don’t forget the main tragedy to come out of this pandemic – the huge loss of life throughout the world caused by this potentially fatal virus and disease. But that’s also not to say there haven’t been other troubles along the way too. For many of us, the pandemic has caused significant hardship and financial struggle. Why? Well, in order to save lives by slowing the spread of the virus, many governments around the world have implemented measures that have caused businesses of all shapes and sizes to struggle. In order to combat the virus, we need to stay at least two metres away from each other, or, when the R rate has boosted, even had to go into lockdown situations where all non essential businesses have had to close their doors. All of this means less sales. If you can’t have people in your store, you can’t operate. If you can still have your store open, but can only have people in there if they’re stood two metres apart, you have a limited capacity and sales will suffer. This is all doom and gloom, we know. But what can you do to continue making sales during these difficult times as a business owner? Here are a few pieces of advice that could help you to get through this!

Selling Products? Switch to Ecommerce

If your store sells products, now is the time to switch to Ecommerce. Ecommerce stores are allowed to continue operations. Sure, you’ll need to make sure that the staff fulfilling your orders in the warehouse are safe, and if you have your own delivery staff, you’ll need to make sure they’re safe too. But this is an ideal way to be able to continue operations while stores are shut and even while stores are open, but you can’t have all too many people inside. Now, we’re fast approaching two of the biggest shopping seasons of the year so far. These are Black Friday and the Christmas shopping season. So, you’ll want to make the switch as quickly as possible in order to be able to make the money you usually might. So, how do you go about switching to Ecommerce? Here are a few steps that will help you to get it right first time around.

Set Up a Website / Improve Your Website

If you don’t have a website yet, now is the time to create one. If you already have one, but haven’t focused on it all too much in the past, now is the time to improve upon it. Your website is going to be your customers’ and potential customers’ main contact with your store. So you need it to look good and you need to make sure that people can easily navigate their way around it to find what they want. Of course, learning how to code and learning what kind of design works is a long and difficult process. You probably don’t have time for this right now. So, work with the following individuals – a web designer, a web developer and a UX designer. The web designer will make sure that your site looks great. They’ll know what to put where and how to combine everything together to create something that is on brand and beautiful. The web developer will take care of the back end of your site. They’ll make sure that everything actually works. The UX designer is a user experience designer. They’ll ensure that the site makes sense for your users and is easy to use. This reduces the number of people leaving your site. Finally, you should work with all three individuals to make sure that your site is optimised for mobile too. Increasing numbers of people are shopping on their mobile, so you don’t want to miss out on these sales!

Provide Customer Support

Of course, when people buy online, they tend to have more questions than they might in store, as they can’t feel or try out the products themselves before buying. This means it is essential that you have some sort of customer support put in place and that your website lets customers know how to get in touch too. If you don’t have time to deal with customer queries, make sure to hire a customer support agent who can respond to questions via a business email, via a chat box on your website, or even via phone. The more points of contact that customers have for your company, the better, as it allows everyone to use their preferred way of getting in touch!

Selling Essential Services? Manage Your New Workload

If you’re selling essential services and cannot work from home, chances are you’ll be able to continue work as usual. You’ll simply have to follow new safety measures, which will include staying two metres away from others, wearing appropriate additional PPE (such as face masks or face visors) and washing or sanitising your hands regularly. Now, chances are, you may be experiencing an increase in demand. Essential services are in high demand right now and, unlike the majority of the population, you may be experiencing a higher workload. You’ll need to organise and manage this effectively to ensure that you don’t miss anything out or disappoint anyone. Consider using software or apps like JobNimbus to help you with this. It will take care of everything from sales to estimating, scheduling and work orders. It can be tempting to take on more work than you can handle, but avoid this. You want to do a good job, get good reviews and maintain a good reputation. You also don’t want to burn yourself out.

Are Your Staff Able to Work Remotely?

If you’re running a business where staff would usually work in an office, consider whether they would be able to work remotely. Remote working is becoming favoured by business in a wide range of industries. Many have seen that their staff can work just as effectively from home and are opting to continue remote operations permanently, as it saves significantly on commercial property rent and overheads too! Now, a switch to remote working has to be done carefully to ensure that everyone copes with the move well. The steps below could make this process seamless.

  • Ensure All Staff Can Work Remotely Safely and Comfortably – in offices, you provide your staff with ergonomic furniture and equipment. This keeps them safe and prevents them from experiencing issues such as chronic strain injuries. Apply this same mindset to when they’re working at home. If your staff require, allow them to pick up their chair, footrests, backrests and other essentials from the office to use from their own home.
  • Make Sure Staff are Trained in New Software – it’s likely that your staff will have to use new software when they start working from home. This can include software like communications software, video call software, time tracking software and more. Don’t simply assume that everyone will figure out how to use it. Instead, hold virtual training that will ensure everyone knows what they’re doing.
  • Set KPIs – if you are concerned about your staff’s productivity while they’re working from home, you may want to set KPIs. KPI stands for “key performance indicator” and it will be some sort of individual goal that each staff member will need to achieve by a set date. This will indicate whether they are performing as they should. This will ensure that everyone keeps up with their workload and doesn’t slack.
  • Be Understanding and Flexible – of course, these are very difficult times for some people. So, make sure to be understanding and flexible with your staff. Some may not have ideal working conditions, or may have more responsibilities on their hands during the day, such as extra childcare if schools close, or caring for vulnerable loved ones.Chances are you’re experiencing a lot of changes if you’re running a business right now. But at the end of the day, change may be essential in order to keep things up and running! Hopefully, some of the above advice can help you to experience success with your business in spite of the pandemic. Some of the changes are easier to implement than others, but all are essential for different types of businesses to continue making sales and generating profit. Implement them into your operations sooner rather than later and you should benefit!

Top 5 Advantages of Hiring Online Marketing Companies

StrategyDriven Marketing and Sales Article |Online Marketing Companies|Top 5 Advantages of Hiring Online Marketing CompaniesEnsuring the growth and success of your company is possible with good marketing. Marketing helps your business get customers who will purchase the products and services you offer. However, online marketing is now the best method to promote and sell your products and services because of modern technology. Many reputable online marketing companies provide high-quality results and outstanding services. Besides, you are guaranteed that you will get permanent solutions to any marketing issues that your company is facing.

1. It provides access to the latest technology

If your company is outdated and still using old marketing tools, it is time for you to hire online marketing companies who will transform your old technology into an advanced one. When your company uses the latest developments and trends in online marketing, it gives you an edge over your competitors. It also allows the customers to notice the potential of your business.

2. It is cost-effective

Many business owners think that hiring online marketing companies is expensive and just a waste of money. It is a misconception because there are marketing agencies that provide good service at a reasonable price. Having a marketing company working for you has a lower cost in terms of per sales lead than doing your own marketing, and allows you to focus on other vital issues in your business as well.

3. It offers effective strategies and approaches

Your business needs to have the right techniques and methods in marketing your products and services. With the help of online marketing companies, your business will find the best strategies and approaches to reach the right audience. Doing online marketing by yourself is problematic because it requires expertise and knowledge to achieve success. Therefore, you should let the marketing agencies do their job, preventing you from future stress and frustrations.

4. It provides a robust online presence for your business

Social media is one of the powerful tools to market your business. If you want to improve your business’s social media presence, hiring online marketing companies is your best option. It will help you find the right customers worldwide and establish a strong foundation for your brand. When your business has a strong foundation, it will help build trust with your customers, and they will start to patronise your products and services.

5. It gives an objective point of view

As a company owner, you make all the decisions in order to keep your business on the run. Therefore, it would be hard for you to look at your business’s marketing with fresh eyes and a new perspective. It only proves that online marketing companies can take a look at your business from an outsider’s perspective, and help them understand what is lacking and what needs to be improved in terms of marketing. Besides, it would be best for your company to have an expert check in marketing from a new and objective perspective.

Knowing these advantages gives you an insight into how agencies work to provide the best marketing strategies to the businesses reaching out to them. It helps your company understand the latest tools, information, and expertise in online marketing. Moreover, you should know the simple ways to increase customers in your business because it will bring you one step closer to success and reach company goals.


About the Author

StrategyDriven Expert Contributor | Delena PierceDelena Pierce, a freelance content writer and a lifelong learner with an ongoing curiosity to learn new things, focused on unique business stories. With experienced writing, provides specialized contents for audiences with subjects valuable to small businesses, startups, leadership, management and customers for marketing. Also fascinated by the modern sales process and enjoys writing about ways to enhance productivity and motivation in business. She engages the audience with the content that really solves their problem.

How to Build Brand Appeal and Trust in Retail Settings

StrategyDriven Marketing and Sales Article |Build Brand|How to Build Brand Appeal and Trust in Retail SettingsWith more options available to consumers than ever before, maintaining strong connections as a retail brand is challenging to say the least. Ultimately, most consumers feel minimal loyalty to any one retailer or brand; long gone are the days where retailers could rely upon consistent customers in local communities without global competition affecting profits.

Nevertheless, offsetting some of these disruptive trends is possible by focusing on expanding brand appeal, trustworthiness and general authority. What exactly should retailers be doing to maximise these elements in their favour?

Keep reading to find out how additional brand appeal and trust can be earned in retail settings.

Craft a Narrative

One of the most crucial components in retail marketing for brands – both online and local/physical – is to convey a story that humanises them.

Storytelling is powerful – this shouldn’t be surprising to anyone. Since the dawn of time, stories have been told to inform, persuade and entertain. In the case of retailers, the goal in most situations is to persuade. Humans generally recognise stories and the emotions conveyed within them, whether they be written or spoken. A story can be a powerful component in a broader marketing arsenal with regards to garnering support and loyalty from otherwise fickle customers.

To build a strong retail story or narrative, it is important to consider a few crucial components. First, understanding the product(s) being sold and how they connect with customer day-to-day experiences is fundamental. Next, it is vital to craft a story for why the retail business exists; what purpose does it serve, who does it cater to, and why is it essential to the customer?

Building a brand story definitely takes work, but it is crucial in appealing to customers and building trust among them.

Build a Professional Store Image…

What do people visually see when they enter a retailer’s physical location or arrive at their website? The answer to that question can have more of an impact on brand appeal and trust than many realise.

In a world of flashy aesthetics and professional design, people expect more from retailers in terms of store image. Obviously, the differences between physical and virtual store fronts are notable, but simultaneously have considerable overlap in spirit.

Physical retailers should invest in professional signage, retail display options, quality lighting and other factors that highlight a brand’s legitimacy. This can be done with companies such as CJ Retail Solutions who offer professional and authoritative retail display solutions to their clients. In addition, they also provide assistance with retail merchandising, signage installation and field marketing.

…This Includes Online Retailers

For online retailers, the need to invest in professional design is equally important – though it takes slightly different forms. There are numerous ways to build trust via e-commerce websites, but the gist really boils down to professional graphics, consistent branding, upfront policies regarding prices, shipping and returns, and other trust signals. It is also vital to ensure that the website itself is optimised for users from all walks of life (this means desktop users, mobile users, etc).

Trust has to be earned – and retailers need as much of it as they can get. The single biggest methods through which to earn trust and generate additional brand appeal is to create a professional aura surrounding the brand and cultivate a compelling narrative to persuade audiences. By following these tips, retailers can build a solid foundation from which trust, appeal and reach can grow.