You do not have enough data to make the right choices to grow your business.
Bold claim right?
Ok, so in the last 18 months, I have spoken to 100 company owners. Actually, it was 103. I asked them a simple question. Do you have tracking set up?
101 of them said yes. That is pretty awesome, right? They actually had google analytics setup on their website.
Then I asked how many of them have goals/conversions setup. Guess the answer…
4. That’s right, 4. They were actually tracking what they wanted their visitors to do on the website.
So what does this have to do with us not having enough data to grow?
When someone visits your site you need to know a few things:
- Where did they come from?
- What made them click to my site?
- Where did they go while visiting my site?
- What are they looking for?
- How could I ensure they find what they are looking for?
See tracking nowadays extends outside of just google analytics. All platforms will have some data from the user interactions with your content on their site. Knowing this data, and more importantly, understanding how to make your site and brand more relevant is vital.
You MUST find ways to gather data about everything you do in today’s modern online world.
I have seen a huge gap between low 6 figure businesses and 9 figure business in terms of the data they know about their clients. Is that just a coincidence?
Everything should be tracked.
Let me tell you what mass data did for a business I have that serves Insurance agents.
I know they are looking for alternatives to buying internet leads from traditional vendors. I also found out they do not like getting into the technical side of lead generation.
I found that there is resistance to changing the habit of just buying leads; however bad they are. This meant my initial marketing which showed them how they could get quality leads by applying a simple formula, was in general not well received.
This is because I was marketing what I felt they needed. Not what they actually wanted.
With thousands of data points and tracking the engagement of content across many different lead generation areas, I was able to answer what they actually needed. Not what I thought they needed.
You can use products like Octoboard which can bring all of the data from multiple sites and apps of yours into one place.
If you don’t have as much data as possible, how are you going to know what your clients want? You end up guessing or even worse (and this is a common trait in the sub 6 figure businesses) producing what you ‘think’ your customers want.
A significant change in my data capture was when I started using UTM links. This is where you can add those as goals in google analytics to track the effectiveness of articles and content you write.
When 4 out of 103 businesses don’t even have a plan about what to do with their website they are missing the key that will unlock the way to appeal to their visitors and boost their business.
Let me know what data gems have you found that made a big difference in your marketing or branding? I would love to hear about them.
Steve Goodall is a full-time digital nomad and an Iron Maiden fan who has spent the last 30 years working with business owners in driving company growth, restructuring internal operations and providing full consultancy on all platforms including branding, outreach, and marketing. Talking business is his THING… so connect with him on LinkedIn.