How To Use Analytics To Make Better Marketing Decisions
We hear it from business owners all the time: “How am I supposed to figure out these search engine algorithms?” With exasperation in their voices, they look to us for solutions. It is true that search engines like Google and Bing are changing their algorithms all the time. This makes it very difficult for just one person to keep up with maintaining their website’s search ranking. Fortunately, we can help troubleshoot your website and provide local SEO services using SEO analysis tools.
What Data Do We Use?
We use a mix of market data to help you make better long-term decisions. This mix may include data from sales, customers, competitors, and the market at large.
How much have sales grown over time? What is the net revenue after overhead is subtracted? How much profit are you making overall? All of this data can guide decision-making on which products to emphasize and overall brand strategy.
You also need to know which types of customers are buying your product. How old are they? Where do they live? What is their median income? Their behaviour is also relevant, such as what time of day they browse your website most often, which products they click on but do not buy, and which they ultimately go home with.
This data is valuable in combination with the sales data and customer data because it can help you bring back customers that may have been enticed by your competitor’s fresh angle. Does your competitor use more videos whereas you are using blog entries? What is your competition’s social media presence? How does what they do compare to what you do?
This type of macro data gives you a birds’ eye view of the overall landscape in which your products are being sold. Consider supply and demand, social trends, and administrative barriers.
How Do We Use This Data?
One SEO analysis tool we use after gathering sales data is a revenue chart that shows yearly comparisons, quarterly contrast, and weekly figures. It’s pretty powerful to be able to make decisions in real-time based on hard evidence.
Gathering competitor data allows us to create comparative analysis templates as another SEO analysis tool. These visually show how different competitors stack up against each other in discrete categories such as:
- Products and services they offer
- Each company’s unique value proposition (UVP)
- Their market share
- Their strengths, weaknesses, opportunities, and threats (SWOT)
We can also compare segments of customer data for retention projections, loyalty, and whether it makes sense to try new markets.
Why Is This Important?
All of these data analyses should generate better leads, clicks, conversion rates, and profits! More specifically, however, research indicates that decisions made with data as a foundation are significantly more likely to generate sustainable results when compared with gut-level decisions and business experience alone. Humans can sometimes be unreliable, but numbers don’t lie. Data like this can also help you decide which products to discontinue, which types of customers are already warm leads, and create better use of your time.
UWS Provides High-quality Local SEO Services
Thinking about all this data may be overwhelming when you already have so much on your plate. That’s why we are happy to take these cumbersome tasks off your hands and come back to you with meaningful suggestions that clarify and tailor your marketing plans.