From the course: Small Business Marketing

Know your data

From the course: Small Business Marketing

Know your data

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- The data you collect on your website, in your store, and through your marketing will determine the overall health of your efforts. The data is your map. Without it, you're flying blind. The amazing thing with most marketing is that we can track just about every action a user takes. So, let's look at how we can capture this data. The easiest place to start is with your own website. Here, you'll want to track how many visitors you're receiving and from where. You'll want to evaluate what content they're looking at, how long they're staying, and if any particular campaigns drove them to your site. By reviewing your website analytics, you can capture a phenomenal amount of data, everything from demographics, to the devices they're using, to capturing conversion data. With a resource like Google Analytics, you'll install a tracking code on every page on your website and from there, you'll have a goldmine of data to leverage. Now when you run online paid advertisements, you'll find the platform that you use is typically tied to several reports and this data is extremely useful, as it can give you granular details on which ads are working, what targeting makes sense, and whether you're making a return on your investment. If you're paying for ads in print or sponsorships within your local community, be sure to leverage a unique landing page, a coupon code, or even a custom phone number. You'll want to keep manual records on the call volume, coupon usage, or click volume on those particular campaigns. Just because you're marketing small doesn't mean you get to ignore big data. Use every insight that's at your fingertips. Every data point is a clue that you can use to solve the challenge of converting more and more customers.

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