Is YOUR business ready for a brave new web? Too much data analysis can ruin your business.

Wait. . .what? Isn’t it important to know if you’re getting ranked high enough in search engines, if customers are clicking on the right things, how much traffic is coming to your site and from where and when? Yes, yes and yes! It’s great to have programs in place to help measure what’s going on with your website. But remember, the numbers don’t always show the real success of your online marketing.

Here’s why: Let’s say you have customers who visit you through different social media platforms. They first hear about you on Twitter. Then they see something else about you on Facebook. By the time they’re ready to go to your website, they may have forgotten your exact business name, so they Google it. Then when they go to your site to make an actual purchase, your data tells you they came to you from Google. See how that’s misleading?

The key here is that you should develop a long-term, loyalty-based marketing strategy to ensure web traffic and repeat customers. This strategy should involve social media because that’s how you get to be a household name.

Think about yourself. How many times have you seen a company name before you actually decide to visit the website and purchase from them?

Not all data reports are created equal.

A new report by Google Analytics, called the “multi-channel funnel report,” enables you to see the trail of exactly how customers found you before they finally made a purchase. This provides invaluable information.

You have to go beyond social media.

There’s an emerging strategy called Utility Marketing. This involves becoming a part of a consumer’s life, satisfying a need that won’t lead to a sale for you, but helps the consumer in some way. This is the essence of loyalty marketing. Give them something they need, and when it comes time to buy, they’ll think of you.

For instance, travelers love websites that provide tips like where to eat on a budget, or lesser-known attractions off the beaten path. If you become an invaluable resource to consumers, they’re more likely to consider making a reservation through you or purchasing whatever travel-related product you’re selling. This extends to every industry. Another example is the tech-savvy guy who appreciated an app that was able to tell him where he had a weak wifi signal. In his blog he said he wished that companies like Verizon and AT&T would offer apps like that, instead of the ones they currently offer, which only let you check on your account. He never uses those apps. Instead, he’d prefer something more “functional.” So you, the business owner, can see that consumers want helpful ways of doing things BEFORE the point of purchase. These things are more likely to ensure that there will be a point of purchase! This is why companies like Zappos and Amazon, who are super-focused on customer experience, tend to be more successful than others.

What about search engine ranking?

As we’ve said on this blog, it IS important to be highly ranked so that more people can find you. But keep in mind, the data you receive isn’t always accurate. With ever-changing Google algorithms, it can be nearly impossible to get accurate, up-to-date data on your ranking results. In different parts of the country, your company name may be ranked differently. The differences can vary greatly, even if you move only 20 miles away. So this isn’t always an absolute indicator of how well your SEO is working. What can you do? Don’t rely completely on search engine ranking to determine your level of success.

There are other considerations as well. What KIND of content are you creating on your web pages? If you have a high ranking, what will all those people see when they click on you? If you’ve got the ranking, can you deliver the goods?

For example, you should have a Central Focus Strategy for your web content. Think of at least ONE action you’d like customers to take when they visit your site—a purchase, an opt-in newsletter. Determine that action and make it front and center. According to “Web Strategies, Inc.,” imagine your website like a house. The one action you want consumers to take should be near the front door. But be aware that visitors to your site, or “house,” will also find you through the side door, back door, etc. Think of what you’d like to achieve, even if not all paths lead to the “one big thing.” There can be mini-actions they might take that will eventually lead to the big action. Give them discounts, special referral offers, things like that.

Make sure you have a comprehensive mobile strategy.

Designing your site so that it’s visible on different size screens is only part of the puzzle. You have to also understand that mobile users have less patience and are looking for different things when they click on your site. Some businesses have struggled, finding less time spent on their site and lower conversion rates through mobile traffic. Don’t let that data cause you to jump to the conclusion that your site isn’t successful.

You have to dig deeper to find out what your mobile consumers want most—then deliver it.

A responsive, interactive and engaging website is necessary to succeed. At Your Page Today, we’ll design your website AND work with you to ensure that your online marketing strategy is successful.

Today, it takes more to get ahead of your competition. Your Page Today knows what it takes. Talk to us today.