The New Year is a good reason to take your online promotion to a new level. Shake up your assets,
find fresh solutions, and make an action plan to increase your profits.
To do this, we offer a universal coaching approach and proven business tools. Specific figures and trackingTogether we will go over
the main issues and help you draw a marketing development map for at least a year ahead.
Why do you need a strategy?Specific figures and tracking
Does everyone need a strategy? Anton Solovyov, technical director of Eureka , explains .
If you have no doubts left, let’s move on to practice.
Step 1. AuditSpecific figures and tracking
To understand where to move, you first need to analyze the current situation.
General analysis
At the general analysis stage, take a close and sober look at the main strategic nodes of your marketing
(preferably in writing):
- Your product. Evaluate the dynamics of demand (is your niche outdated?), your product
- range (have you updated it recently?), product packaging based on different audiences and
- different budgets (complex packages, tariffs, etc.)
- Product presentation – website. How informative and convenient it is, how the product is
- presented on the website, what share does the website have in your sales.
- Paid internet marketing. Contextual and targeted advertising, SEO promotion. Do you use
- all available promotion tools? We compare investments and results.
- Internal promotion tools. How do you “warm up” your website visitors: blog, email
- newsletter, online consultants, special offers.
- Sales department. How well are applications processed, are scripts written correctly, how do
- managers work (it makes sense to take the time to listen to call recordings). For an online
- store: how convenient are the payment and delivery terms for customers.
- Returning customers. Do you have a referral system and loyalty programs?
It is im
portant to understand which tools are not used at all, and which ones should be checked for efficiency
and the exhaust calculated.
It is convenient to describe observations using a classic sales funnel , for example this one:
It is better not to conduct the analysis yourself, but to collect the opinions of employees, order site
testing using special services or hire a couple of mystery shoppers. They will go through the path of a
potential client, talk to managers and help you look at the system from a different angle.
The output is: analysis of current marketing by sales funnel or in any
convenient form.
Specif
ic figures and tracking over timeSpecific figures and tracking
Primary analysis helps to see the overall picture, but does not provide numbers. And without specifics, we will not be able to set goals, build a strategy, or track progress. Therefore, the next step is to
calculate everything in numbers.
For this you need 2 things:
- CRM system – collects sales statistics, saves the history of interaction with each client.
- End-to-end analytics – combines CRM data, all connected counters (Yandex.Metrica,
- Google Analytics) and call tracking into one report. Shows how all your customer acquisition
- sources work.
If your indicators are still not collected into a single system, then setting up
end-to-end analytics is task number 1 for the near future. Seriously.
Ideally, en
d-to-end analytics works like this: all the figures important for the business are summarized in a clear
interactive table, and they are updated automatically in online mode.
You look at the report and immediately see:
- Advertising budget for each channel.
- Current number of leads and sales broken down by channel.
- Their cost.
- Information on each advertising campaign separately.
Most e
nd-to-end analytics systems are complex and chinese overseas america database cumbersome: a bunch of incomprehensible charts and graphs, outdated data that is updated with a delay or even manually.
To avoid confusion in the data, we came up with a simple and clear LeadSense system :
The output we get is the most important numerical indicators (number and cost of leads, conversion percentages).
Once you have mastered the basic indicators and product quality, sizing, features & dimensions tools, you can move on to more advanced ones – for example, calculating LTV (the entire history of a client’s purchases in your company) and cohort analysis (allows you to compare how certain groups of visitors behave, find sources of clients with the highest check or longest life cycle).
What else to read: Everything you need to know about end-to-end analytics
Competitive analysis
It is important to look around and look at your belgium numbers competitors from time to time: this way you can differentiate yourself (from competitors at your level) and understand where to grow (analysis of market leaders).
At this stage, you can visit competitors’ websites as a client or assign such a task to someone from the team. We evaluate how the websites position and show the product, what advantages they emphasize, and whether it is convenient to place an order.