You need to understand the “Nature of Business” of the website before you start committing a result. By understanding, I mean what this website is all about. To achieve a particular outcome, we all need a feasible strategy that works. You can’t set unexpected results. Any mark you set to achieve without looking at the website’s data, there is a higher chance you will fall flat.
There are certain things that you will understand in the course of the promotion. This blog will share my internet marketing experience and why I never commit any result without looking at the website’s Google Analytics and Search console data. If the website is new, then I always say wait till we have some visitors on the website.
I always ask clients to grant access to Google Analytics and the search console.
Google analytics and search console are essential digital marketing tools that give you different insights into online marketing. The former tool allows you to look at the scope of improvements on the website. A digital marketer must understand the website’s flow before reaching any conclusion. You get to know in and out of the website with the help of GA.
The Search Console is a beautiful tool that gives you features to see search terms driving visitors to your website. There are many advantages to the data.
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To create a strategy, you must know what the website is all about.
There is no single line definition of the nature of business. As a layman, you can understand the nature of an organization’s trade with its offering. Are they selling a product or service? What products are they selling? A software product and a retail product are different. The sales you will generate from social media for retails products will be higher than a software product.
It will help if you change your promotion approach on the different social platforms.
I am not saying that you should not advertise a SaaS tool on social media, but you can’t expect a result like retail.
Seasonal Business/ Holiday Sales
During summer vacation, there is a surge in family tours. The travel industry depends on the season as well. A marketer should not predict travel sales without looking at the previous year’s data. Car rentals also rely on the travel business. I have promoted Avis India in my professional career. I remember there was a surge in car rental booking during Christmas time. There were changes in search engines’ patterns over the years in Google webmaster(now known as search console).
Promotion of a local store
Promotion of a local store digitally is different if you are going to promote a barbershop or a food service.
Once you understand business, you get to know your customers, making your marketing task easier. Why will anyone want your product or service? What is their interest? Not all marketers know who their average customer is. If you segregate your customer with industry verticals, you will have data which industry verticals are converting into customers. You can raise your marketing budget to target specific business verticals.
You also need to understand what does conversion means for the website.
A conversion can help you find the return on ad spend (ROAS). As a marketer, sooner or later, you will have to find out ROAS because it gives you the number that helps you allocate the budget on your ads.
The crux of writing this blog is that marketers also need time to understand your business. Once they know, they will be able to deliver to your expectation. At least they will show you an achievable target. As a business owner, you should make sure to tell all the things that come to your mind when you onboard a marketer.
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