Data, data, data, all the answers lay within the data. Today I learned quite a number of things looking over all the data of all my clients. It’s game time for many of my clients going into the holiday season, and understanding what current rankings they hold and have achieve in the last week gave me profound awakening about most businesses.
Being a new business owner I find there are not enough hours in the day to simply get the major work done for the core business to help it grow. There can never be enough marketing, enough data analysis, or enough creative ideas. I sometimes wish I could spend whole weeks just analysis data streams with my team because the answers to all marketing campaigns lie there.
Search Engine Optimization has evolved a lot in the last several years, but it’s still not mainstream. SEO Experts and Gurus all agree the power that search engines have can literally bankrupt or make a shooting star out of a website. Search engines know this, and every website dominating a particular niche knows this.
One thing a lot of lower ranking “SEO 7 optimum” companies offering $99 SEO realize though is the power of the data they have.
I’m a firm believe in data analysis, at Karma Snack we have a dedicated team of data analysts on staff just to discover new keywords, trends, and shifts in client’s industries. Their job it to find the information, quickly process it, and at the end of the day have a working marketing campaign that is geared towards the new mini-strategy. I love them, especially the ones that are up till 4 o’clock in the morning with me instant messaging me back and forth about why this new marketing campaign will or will not work.
What I realized though is that most businesses simply do not have people sitting around analyzing data. I mean the big companies like Humana, American Express, etc. do, and some will say “Well they can afford to”. I believe that any expert in their field, whether it is Internet marketing for my company, or selling uniforms for a client, or international commercial loans for another client, needs to sit down one a week or once a month to really look at the data. Can you really afford not do? Who are you best customers, who are worst customers, what initiative this month/week have you done to promote your company? What promotions are working, and what aren’t and why? What is all the data telling you?
Lucky for my clients they have my team of expert analysts and me, and lucky for me we have tracking analytics tools installed, heat-maps, custom visitor behavior models, customized in-house SEO tools, and really top of the line business metrics available to us.
But even if you have a simply website with Google Analytics or Awstats, oh yeah I remember those days, looking and finding trends can be easy. Analyze where you where a month ago, 3 months ago, 1 year ago in terms of data, and compare it to the industry. Are you doing better or worst than every one else?
Strange things you find in the data can be either a gold mine waiting to be discovered or can alert you of future potential problems.
In my business I always have clients telling me they want to rank for this or that keyword, with no data to back it up on why. They just want to rank so they can be number one. Usually it’s an obscure keyword that I can get rankings for within a week. So I end up doing 30 minutes or so of work on this particular keyword, and get them the rankings in a week or so. The client is happy at first, but then realize the keyword is not bringing enough traffic because it is not popular or it’s bring in the wrong traffic, cause it’s not targeted. This is where I have to then go back and explain about data and why understanding the data is important. Data is so important, you should look at your stats at least once a week, if not every day.
A perfect example is today I found about a minimum of 20 new keywords for each clients that they where not ranking a week ago for before, and we where not targeted. These keywords have already started to bring in good traffic, but most important GREAT sales. So now come tomorrow morning, my staff and me are going to be at work getting rankings for these as well. Keywords I would have not discover until maybe Monday, if I hadn’t decided to randomly check all the stats on a Friday afternoon. That equates to an extra 2 days worth of sales, and in this economy every sale counts, and I believe my clients appreciate it.
One thing I will always love about data is it is never wrong.
If you are ever in South Beach Miami and want to talk give me a ring. Till next time, see on the beach!