Guest writing for us this week is Gary Barnes. He is a Principal in Blue Horseradish, a full service SEO and web marketing consultancy, and has over fifteen years of experience in helping companies maximize the performance of their web presence and develop successful web marketing strategies.
In the previous two parts of this series, we’ve learned to perform keyword research to optimize our web content targeting and to measure the performance of those efforts to see what does and does not work. The next step is to leverage that knowledge to make informed marketing decisions that can grow the business.
This step is again unique for each business and dependent on what marketing information was researched and measured, but below are several areas where impactful actions can normally be implemented:
Every business has a finite amount of sales resources they can allocate. How the business decides to allocate those resources is important to success and the relevant marketing data should be factored into those decisions.
For example, let’s say the business tracks data on three main aspects:
• Top ten customers by order revenue
• Top ten customers by order volume
• Top ten customers by order frequency
First, if there are customers that fit all three aspects, those represent your core customer base. The business could allocate sales resources to find ways to grow the engagement with these customers and also work to expand this group within their current customer base and prospects. Second, if a customer does not currently fit any of the three aspects, the business could allocate sales resources to find ways to grow the engagement with these customers. Third, understanding customer and prospect behavior is vital: why do certain customers only order once a year? Why do certain customers order every month? Why are some orders very large and some very small? These patterns are signals the sales team could use to help address customer’s needs and enhance the relationship.
2. Content Marketing:
If the business is tracking relevant metrics on how well their content is performing, leveraging that data to take actions on the content development side should be straight forward.
For example, let’s focus on website traffic and conversions which are two common elements effective optimized content can enhance.
Content, whether it is a web page or blog post or video etc., can rank in the search engines and also be linked to by external sources. That exposure usually helps to increase traffic to the website since the engines and/or external sources believe it is valuable. If the business knows which content performs best i.e. generates the highest ranking in the search engines and/or the most inbound links from external sources, they can develop more of it and improve their overall effectiveness.
In a similar vein, if the business knows what content leads to more conversions i.e. lead generation or orders etc., they can focus on creating more of that effective content and thus enhance the growth of the business.
On the other hand, performance can also be enhanced by knowing what does not work well and thus not wasting more time/resources on that content. Be aware of small sample errors and impatience – make sure the business has enough of a sample to make solid conclusions and is not overlooking ways to tweak the nonperforming content that may improve its effectiveness.
3. Business Intelligence:
A commonly overlooked area for actionable data is business intelligence. There are numerous software offerings that go beyond normal website analytics and provide more detailed traffic information including the companies who visit the site.
If a business knows more about who is visiting their site and therefore showing interest in their services or products, they could allocate sales resources to follow up with those leads while they are still warm. That quicker action could increase the conversion rate of those leads into customers.
The business can also utilize data to develop content that could attract more of various types of visitors that are beneficial to the business. For example, if the business knows their sales team recently followed up on a particular visitor to the site and discovered they were looking for a solution to a specific problem, targeted content could be developed showing how the company’s services or products addressed that problem. That content could be provided to the particular lead, but also shared to other prospects or customers that fit similar profiles.
4. Email Marketing:
Email is one channel that incorporates many of the above aspects in one. Email marketing is another good way to drive traffic to the website and generate conversions. It also can be an effective way to deliver valuable content potential prospects should be interested in.
Segmenting an email marketing list is important so the targeted content can be sent to the most relevant prospects. Finally, anyone who clicks through or visits the site via an email marketing content piece should be followed up with by the sales team as a lead. If they convert on the website after clicking through, that is all the better for the business.
In a nutshell, using data to make decisions and drive actions removes guesswork and increases the chances of success if done correctly. It provides an advantage for businesses that can make them stand out from their competition and outperform them too. A continuous improvement process based on data can help a business grow, compete better and provide better offerings to their marketplace.
About Blue Horseradish – www.bluehorseradish.com
Blue Horseradish is a full service web marketing consultancy that provides search engine optimization (SEO), search engine marketing (SEM), social media optimization (SMO), local search engine optimization and a variety of other web marketing services along with web design and development.
Blue Horseradish specializes in B2B web marketing with a large customer base of manufacturing, industrial, engineering and technology companies with a proven track record of customer successes and enthusiastic references.