Understand your customers' purchase journey
We all know that marketing your product online is vital for a product based small business. In 2013, 72% of all adults bought goods or services online, up from 53% in 20081. The number of people who buy online in 2016 is set to be even higher. The challenge for you as a small business comes when trying to decide the most effective online channels to spend your time and marketing budget on. This is when it helps to understand your customer’s purchase journey. Armed with this knowledge you can then plan your sales strategy intelligently.
Using social media with the right strategy can have a considerable impact on brand awareness. We saw this happen for one of our clients, Board Game Extras, where their online brand presence grew considerably over their first year of using social media. As part of an in-depth analysis we undertook in tracking the impact of their digital marketing activities, we saw two significant factors in Google Analytics that hinted at an increase in awareness of their brand name.
Social media is often hyped in the news as a way for businesses to generate a quick return. In our experience, however, engaging with social media delivers more benefit in the medium to long term. In fact, over time, social media can be having a positive impact on your business that you may not even be aware of.
It is key to know whether your social media activities are working to be able to further develop your online marketing strategy. It is perhaps not always immediately obvious that these types of activities are working, even though social media is supposedly all about engagement. Most people will read posts but not necessarily respond back with comments (although hopefully you are at least getting a few good comments back on the social media platforms you are using). The good news is that there are a number of tools available to help you really understand whether you are engaging with your online audience.
Google Analytics is a key tool that you can use for free to track the performance of your website and digtial marketing activities.
Only 20% of those using Google Analytics use it correctly