One of the hardest tasks to do at your company is to make a genuine self-assessment of your company’s marketing efforts. As much as ever, your website serves as a starting point for disseminating information about your organization.
It is hard to know where to start when it comes to prioritizing marketing tasks, so we thought we would start you off with a few suggestions.
- Setup Google Analytics. Google Analytics starts by placing a piece of code in the header tags of your website that links back to your Google Analytics account. It records most all the various activity on your webpage, helping you to spend more time optimizing the pages that everyone is visiting, or allowing you to fix the ones that no one wants to review. There are two best practices that we would like to highlight in this article:
- Think about the data you want to collect and filter. For example, you might want to create view filters for internal company visits versus external visitors.
- Analyze the sales funnel. Google Analytics has some cool visual tools. When set up correctly, you see where your website is struggling to convert visitors into customers on your site. For example, you can use the visualization to discover that users might be getting stuck on the checkout page of your website, which would be an indication that you need to change something for easier facilitation.
- Have an outsider critique your user experience. The key to this is to find the right person to assess your site. You want someone who is not particularly biased, so friends and family are out. Consider hiring a marketing consultant who feels comfortable giving you an honest and detailed review, and make sure you have a contract signed and paid. Often, both parties are worried about the payment part, which can cloud the honest opinion. It makes sense that freelancers and agencies who want to fulfill a contract cannot give an honest opinion when they are under duress about payment.
- Conduct a security audit. If you have not done a recent security audit (and especially if you NEVER have), a comprehensive external security audit is a recommended step to assure the safety of your clients’ data. Most firms do not do this often enough, and that is where we read horrific stories about firms like Target, Yahoo, or Equifax losing customer data, which is an excellent way to run your business into bankruptcy. Euro Digital Partners believe security is a constantly overlooked area of business management. We think security goes hand in hand with your marketing strategy, so we started offering it to keep our clients’ data safely stored.
A comprehensive security audit should include, at minimum, the following steps:
- Analyzing which assets need to be protected
- Conceptual analysis
- Developing a plan for minimizing risks
- Setting loose a “red team,” whose expertise is trying to break into the system to expose (and later fix) vulnerabilities before malicious parties discover them.
- Think about content. Content is still king in 2017. Google Analytics can help assess which of your pages is most viewed by your site visitors, but there are many tools out there.
- Euro Digital Partners uses, depending upon the specific job, more than a dozen different tools to analyze which products are being viewed or which articles are most relevant.
- Euro Digital Partners looks at page views to determine which articles might be most relevant to visitors, and we use that information to plan a social media and/or advertising campaign. A lot of people think that by putting their thoughts on a website, they are giving away their proprietary information, gratis. On face, that is true, but this suggestion is shortsighted because it has two benefits. First, it shows that you are confident in the material you create and its usefulness to visitors. Second, it helps open a dialogue between you and potential clients. Clients will feel more comfortable introducing themselves if you have introduced yourself, adequately.
- Add a tracking pixel. Adding a tracking pixel to your site (using as an example, Facebook Pixel) allows you to track your visitors. Track who adds items to the shopping cart, initiates check out, and then build a custom lookalike audience for creating remarking campaigns. Target the people who know your brand with specific offers and modify your content based on user interests.
You can see there is a lot you can do today, so get started! Need help? Contact us!