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How to Use Data in Marketing to Help You Grow Your Sales Faster

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Peter Dickinson

How to use data in marketing to help you grow your sales faster. 

It’s really interesting. We’re part of the app web developing a financial model, and it’s very interesting to start talking to clients about getting their data. 

We’ve got quite a big data project on at the moment to collect data to validate how much they’re spending, what return they’re getting on that spend, and how effective it is. 

And when you start asking questions, what’s your total revenue? 

What’s your total revenue? And what is divided by the number of sales orders to give us an average volume per sale? 

We are still waiting for an answer to that question. 

It’s interesting when you start digging down and delving into this stuff about how people don’t actually use data, but digital is one of the critical things you need to do to ensure you don’t waste your revenue and investment. 

So we’re gonna look at why you measure your digital marketing activities, we’re gonna look at measuring different stages, the marketing firms will be talking to the marketing funnel, so regulars amongst you will know that I talked about marketing for quite a bit. 

And then look at how to extract the measures for different aspects of digital marketing. 

How to determine what measures are appropriate for your business. 

So, why is digital marketing? Why is measuring your digital marketing so important? 

Well, we’ve got to identify what’s working and not. 

That’s absolutely critical. 

Because if things aren’t working, you need to fix that; there’s no point spending a budget on stuff that doesn’t work. 

You’re looking for opportunities for improvement in every area of your business. But, I’m sure business coaches, consultants, and your friends, continuous improvement is continuous. 

And if you’re not doing that, your competitors will look at how users interact with you. 

Now coming out of COVID, the way users interacted changed depending on the situation each of those times. 

And that continues to evolve. 

You know how users interact as the technology gets smarter and we’re already seeing lots of discussions about the use of AI, you know, for sure, you all have played with chat GPT.

If you haven’t, look it up on Google and type in some questions, you’d be amazed at the accuracy of the answers, it is not the be-all end-all. 

But it’s certainly going to change the way it is certainly changing the way we do things. Very important as to how you perform against your competition. 

I’m not not a great believer in following your competition, always believing in trying to be different from your competition. 

But you do need to know what your competitors are doing. 

Because they blindside you, and come up with an innovation you haven’t thought of, what the market wants, they may overtake you. 

And so you must keep on track with that. 

And then, as many sales or marketing consultants will talk to you about, you know, where are you leaking potential sales, where are people leaving your funnel when they shouldn’t be leaving your phone? 

Call the leaky bucket syndrome. 

So from that, we need to put a company dashboard together, something that you track on a weekly, monthly basis. 

To be honest, having worked with so many companies and talked about this, I think I’d be pleased if most companies could produce something monthly. 

But if you struggle with monthly, then quarterly, but at least do something. 

I think trying to look at things weekly is too much. But certainly, the point has been consistent. 

So here’s sort of the things that we’re going to be thinking about: what marketing measures you’re putting in place that’s called mode website is surprising. 

So we’ve asked this question to this client, we’re working with a moment sort of what the responses they get from their direct mail? 

And they said, ‘We don’t know.’ Okay, so you’ve not used QR codes, you’ve not used a different telephone number, you’ve not used a separate page on your website. 

So they’re spending a chunk of money and don’t know what they’re getting back from it. 

So it’s all about thinking carefully about a whole marketing campaign. 

And part of that marketing campaign is also how you will measure it? 

How are you? 

How do you know you’re being successful? 

And then, so, work with another company? 

Well, we have several, quite a few companies. 

Where are your inquiries coming from? 

And they don’t know because nobody’s asked the question. 

For those businesses where you pick up the phone to receive an inquiry, it’s becoming a bit of a historical thing, but there are still some businesses that that’s how they get their inquiries. 

And so you must measure where that inquiry comes from at that point. 

Unfortunately, you do ask people, where did you find us? 

Because they’ve generally hit six or seven of your touchpoints, they’re not that sure. 

But you just still try to ask the question. 

And then obviously, sales revenue, gross profit, and, and sort of things like the number of customers, regular, recurring, etc. 

This list is certainly incomplete, but you can see that we’d look at the top of the funnel right down to the bottom.

So some of the actions you can take away, what is important to your business? 

What do you want to achieve? 

What does success look like in terms of key performance indicators? 

Sometimes it’s called critical success factors. 

And what resources do you need to be in a company dashboard? 

There is absolutely no point in recording everything.

If you’re not going to record it if somebody is not going to take ownership and keep that data up to date. 

I suggest working with another client to keep all the high-level stats in a spreadsheet, and we can then drill down into the various tools to get the details. 

So it doesn’t always have to be in one place. 

But if you certainly got a summary, you can do a deep dive when things don’t look great. 

So a few fundamentals. 

So when measuring workflow, there’s always a starting point, then there’s an input, you do something with it, and then an output. 

And then you measure that output and compare it with what you’ve input.

And as that’s, you’ll find any sort of project in any key performance indicator book, so we put this into, into is an example. 

So Facebook ads are quite good. So the input is ads, audience, and money, you’re going to get all those things in the right order, start, you then display the ads. 

And then hopefully, the audience will click on an ad, buy or place an inquiry, etc. 

You then measure the effectiveness of that, do you have the right audience, have you spent the right amount of money, or the creativity you’ve used to write, and you’ve got to do various tests and things to check that. 

And then obviously, the end. 

So, this is how it works in reality, and you need this for every marketing resource you use. 

If you look at a typical eco marketing system, it’s been interesting; I’ve been talking to all my LinkedIn connections over the last probably a year, a lot of people get a lot of their inquiries by word of mouth and referral, etc. 

So don’t have something as complex as this. 

But if you’ve got an E-commerce shop, or if you are a startup, or if you are, you know, actively growing your business, and so therefore, you’ve put some budget aside, you’ll probably be doing most of these things.

Not obviously, Google Shopping for the e-commerce Store. 

But you’ll certainly be doing quite a bit of this; you might have some LinkedIn going, you might be doing some SEO, you might be doing some linked, LinkedIn lead generation, you’ll certainly have a content plan, etc. 

And it’s surprising how all these things add up.

You need to make sure that each of these is being affected. 

So we have lead and lag indicators. 

So the lag indicators are the conversations, the inquiries, the sales, etc. 

Sometimes down the road, when you marketing, you might start with some social media, and maybe some email marketing a website, etc. 

So it’s all these things. 

And if you don’t get the numbers here, you will not get the numbers here. 

And if you speak to any sales consultant about conversions, they’ll look at how many inquiries you’ve got leads to how many quotes to how many to how many sales, you’ve got an early stages conversion ratio. 

And so the idea is to try and measure stuff right at the start. 

So if you’re not getting the likes, or comments, the shares, and the reach on social media, then it’s unlikely you will get the inquiries, or the website visitors. 

So even with this list, there’s there’s some performance indicators that predict what you might get. 

So if you’re not getting the shares and all the reach, then you’re not going to get the website visitors, then you’re not going to get the web chat conversions if you don’t have your visitors your own web chat. 

So you can see that the lead indicators predict performance and you need lag indicators to measure it. 

If you just measure these things, when none of this, you’ll never be able to improve the lag indicators. 

Okay, so we come back to our marketing funnel. 

So we’ve got social media, which is all about raising awareness. 

Yes, you can use Facebook ads to drive sales. But for most people, social media is just about brand awareness, and video more and more is about brand awareness. 

We’ve now got a free course on how to use video marketing, which is done by Jack Darren Hutchinson. 

And you know, he goes through that. 

What you can do yourself without employing a videographer and in a very interesting conversation with another client about adding web chat to his website, because they felt there was a premium website, they felt that the web chat wasn’t appropriate. 

I totally disagree with that. 

If you’ve not got web chat on your website, then you’ll be losing inquiries. 

They rely on the contact form, but people don’t particularly trust contact forms, they’re more likely to just web chat. 

And then you need some tool or device to capture that email. 

And LinkedIn conversations, the reason we run workshops is that we can have conversations with people who are interested in marketing, may not lead to anything and may not lead to a sale. 

Still, all that knowledge just develops and gains and we can, we can fine tune our offering, or develop new products and innovate where appropriate when we feel that from the feedback we receive, and then hopefully convert to some others some customer inquiry, a quotation or an order. 

Oh, sorry, I’ve just missed a couple of them. 

What is the chat app you mentioned, please? 

So the one I mentioned earlier, chat GPT is run by open AI, which is the AI tool. 

Yeah, thank you, Steven. 

If you just search it now, because don’t leave a gap as chat GPT is one word, it will come up. 

Sometimes it gets a bit overloaded. 

If you want to pay for a tool, then we use jarvis.ai. 

To do quick pieces of content which we then human edit. 

We would never put a piece of AI written content out there. without first going through it. 

A lot of times we put it through Grammarly. 

It’s amazing how much Grammarly changes from the words as well, from AI tools. 

And yeah, so setting objectives, you should all hopefully know this from running a business. 

So be specific about what you want and what you need to do. 

Measure, can you measure it?

And you got to be careful that measurement doesn’t distort the process. 

There’s quite a science around how you measure stuff. 

But basically, if it’s easy to capture, and you might use a proxy, for example, it is very hard to measure profit, but it’s easy to measure sales. 

If somebody an accountant does your breakeven value and things like that, you can then approximate sales to profit as a proxy. 

Going to accept asylum, somebody’s got to be responsible for making this happen. 

Is it realistic? And is it timely?

So each of the KPIs you work out need to be like that, so that when you measure something and it’s not within your parameters, the parameters you want, you can then go and fix it. 

So determining a metric metric, you have to have a vision, what’s your overall golf goal for the metric then has to have an objective? 

Is it specific time limited, objective, high, what you will use to measure it, and then what does success look like the target. 

So we can use a spreadsheet. 

So you’ve got the stages of the funnel that we had earlier awareness, acquisition, engagement, conversion and retention. 

And then for each of those, whatever we’re going to use, I’m going to use an example that makes it a bit easier to understand. 

So if our vision is at the awareness stage, our vision is presented as the experts and I would always for a smaller business, always consider that as a strategy. 

Piling high and selling it cheap does work, but you have to be very good at it. 

There’s a certain skill set to it. 

So most businesses with any sustainability tend to be at the quality end of the market. 

In a recession, we call it flight to quality. 

So vision is presented as experts. 

The objective therefore is to grow the website traffic so that’s one of our lead indicators. 

So the KPI is total website visitors and the target is 5000 website visitors per month. 

So 5000 there’s quite a bit of traffic by the way. 

So if you’re only getting 1000 Then you’re still doing pretty good for a small company. If you’re a small company, then they attract more people spending time looking at content. 

So that’s too. 

So therefore the parameters to increase visits on the website, any change that sliders realise, because now with the new, if you’ve not changed to the new Google Analytics, please talk to your developer, you should now be using the new Google Analytics GA for not universal. 

If that doesn’t, if that makes no sense to you, you’ll learn a bit more later in the workshop, but it’s, it’s good, the old style old analytics disappears in July, that is going to switch it up. 

So bounce rates change to engagement rates. 

And you want an engagement rate of more than 50%, it was a reverse is a better measure slightly, it’s a slightly different stock quote. 

And so if you pull up the recording after this will be recorded and the slide deck will be available, you can work through the other examples in this slide. 

I tend to put a lot of content into slides so they can be used afterwards as worksheets. So a few actions, measure the performance, and ensure you can measure your digital assets’ performance. 

His platform does have its own stats, as we found works, compile a spreadsheet to be a monthly dashboard, record, at a high level, and leave the details in the system. 

And then review each month if you struggle with monthly moves to quarterly and implement a 90 day cycle, which is what we’ve talked about in previous workshops. 

So now we’re gonna look at some of the tools. 

So we’re gonna look at the free tools such as Google Tag Manager, all that does is make it easy for you to manage all the various, all the various bits, a little code tag is really short aim for code for software code, you may need a little bit of tag cloud, this is not a lot of work. 

If somebody does well, it’s going to cost hundreds it shouldn’t do. 

It’s only about 15/20 minutes of work for a technical person to do. 

And what that allows you to do is just give one piece of code to the developer and then you’ve got control, you don’t need to keep going back to them. Google Analytics is where all the data of what’s happening on your site. 

And we’re gonna go into that little bit more detail. 

Because the search console, these are all free tools from Google, are all pretty good. 

They do change quite a bit. 

Look, a studio is Google Analytics GA for the new one is a little harder to interpret. 

So we’ve connected. So again, with a free data reporting tool is Wasco, called data stewards. 

Now call look and Studio allows us to present the information in a usable format to our users. 

It’s not difficult to set up. 

We’ve got GTmetrix, which is measuring site speed. 

We’re going to talk about keywords. 

We will discuss social media, LinkedIn pages, Facebook, Instagram, and email marketing. 

So Tag Manager looks quite complex. I’m not going to spend a lot of time on this, because basically, it’s something you can talk to your developer about. 

And if you can get them to set up the Tag Manager for you. 

Then all the information about the things you search console, Tag Manager, any of the things you want to put in the Facebook pixel, excellent, etc. 

Can we put in here a lot easier than going into the code. 

So the only way to change it once in the code is through everything else you can do here. 

And here’s how we recommend anybody who wants to connect up things like analytics to or Facebook pixel to a website, that’s what we recommend. 

So this is a new Google Analytics GA four, it tells you what’s happening. 

So analytics tells you what’s happening on the website at the moment. 

And so it’s got you know, what the users are doing, what geography is doing, what time of day it’s doing, and it gives you a lot of information about what’s happening on your website. 

And it’s an invaluable tool to see what’s working and what’s not.

This tool, I love the path exploration tool, and you really get to see how people travels through your website. 

And it’s surprising how much work your homepage has to do. 

And why and design your homepage, so that it takes people on the customer journey is becoming increasingly important. 

And so this is why you’re getting more scrollable on pages eight, because people are looking at a mobile app, they don’t want to keep going back to the hamburger menu, like you would on a desktop, they just want to, they just want to scroll through it. 

And, and get the whole story just literally by scrolling through it. 

And, so your homepage does more work. 

But then you’re trying to lead them off via clickable links to other pages, which can go into much more depth, etc. 

So the path exploration tool, it’s interactive. 

So you click on things and you can, you can sue go down many rabbit holes, but it’s worth probably looking at once a quarter, I would say if you’ve got if you’re not getting too much traffic to your website, if you’re an E commerce site, obviously, you’re going to be looking at this weekly. 

And this is the Google Search Console. 

So analytics is what’s happening on your website. 

Google Search Console is what Google is sending to your website. 

So this is super important. 

Again, free. 

There is a little bit of techie stuff, you know, about 10 minutes worth setting this up. 

But it’s easily done. 

As long as you’ve got the logins to your hosting and domain, it can be quickly set up. 

And here you can see the number of clicks, and the number and total impressions. 

I like that it also tells you which pages are working the hardest. So about six years ago, I wrote a piece on challenges facing small and medium sized businesses. 

It’s dropped a little bit because we’ve redesigned the website. 

But other pages have started to rise. 

But that was carrying a lot of our traffic and our homepage wasn’t doing that much. 

The rest were all insights and blog articles, which basically proves that writing blog articles does work. 

But it does take time to kick in not six years, obviously. 

But it does take time. 

But once you write a good article, and you keep it up to date, so every so often, I’ll go back in and update that Google gold’s been refreshed and you know, its positioning improves. 

Look as you so one of the problems we had as an agency is we’ve got to report on all our clients. 

And obviously no, no client will pay you money to sit in front of a screen compiling nice reports. 

That’s not what the pay to do is the paid to make things different. 

So we used Google data’s did look for a studio, but it was called Data Studio. 

So if you look up Google Data Studio, you’ll get more information because it only changed about six months ago, works well with other Google systems, and sends out reports. 

So we were paying for a system to do all this. 

And then when they moved to GA four, our old system stopped working. 

So we had to completely revamp what we did. 

And Google Data Studio wasn’t easiest, it’s a lot easier to use now. 

And now we just use it for sending all our reports out. 

And the nice thing is we can bolt in other things as well. 

And, once we get the match report, we can duplicate it. 

And so this is the sort of report we can kick out automatically and take five minutes to set up. 

So it gives the number of active users and sessions and reviews and one day active users. 

This was one of our sites and so again, it goes into details again, the page path and again, this is all pulled through from analytics and just makes things so much easier. 

So once you’ve set it up, you can just watch this each month, which is how I managed to look out about 30 to 30 Company Profiles each Monday morning looking for signs of things not going so well and so on. 

So this is pulled through all the Search Console data. 

So this is the impression, giving you a comparison with previous week’s performance GTmetrix. 

So one of the big things if you’ve attended the how to get to the top of Google is now an online course on the hub. 

We talk about GTmetrix, every so often run through it to find out whether your site’s performing. 

And if it’s not, because people may have added things to your website, they’re loaded, put a load on a big video, they may have put an image up. 

And if the site’s not optimised, it will degrade the plugin updates, all sorts of things can cause a website slowdown. 

So once a quarter or every six months, just run it through the GTmetrix universe. 

And we talked in the house to get top of google workshop and cause we talked about Uber a lot. 

It’s a great tool, it’s very cheap. 

I’m not aware of any others that are as cheap as this, there is a free version, which will give you some insights. 

And when we use an agency package, a strengths package called SEMrush. 

Some of our clients use miles, which is slightly lighter weight, but it has a lot more information. 

But OVCs do a great job. Neil Patel, the guy who set it up, and if you ever want to update it, you know what’s working in digital marketing, then he’s the go-to. 

And tracking keywords, you know, what are the keywords you want to be found on and where you’re up to, you can enter those keywords into the system, it’ll say, yep, they’re doing well or not doing well. 

If you ever feel that you need to type in your own keywords into Google, always use an incognito window or third called Private window in other ones, because then it’s not your browsing history, it’s your browsing history, that will affect the fact what you see. 

So use the Incognito window and websites are always full of errors, we just got live with a website, and SEMrush highlighted some issues, some links that we’d forgotten about very easily because they get hidden behind read more and things like that. 

And if there’s been changes the way things are done, that can come break, and you’re not aware of it, these tools help you stay on top of it, if you’re using an outside provider, then this is a great way to see if if they’re actually doing what they say they’re gonna do. 

LinkedIn company page, the analytics keeps changing. Although, I wouldn’t say always improving on LinkedIn. 

But there is now quite a bit of data on what used to be all the stuff used to be available on personal pages, but they wanted people to use company pages from promotions on. 

So the stats you get on the company page are far better. 

So if you’re going to do any promotions or posting, put it onto the company page first, and then share it on your own profile afterwards. 

And that will help you grow the number of likes on the company page. 

And as always, if you get the chance, invite people to like your page or follow your page. 

I tend to follow people’s pages. 

I don’t subscribe to newsletters, I’ve got enough junk in my box. 

But occasionally if I’m subscribed to it, and Dave puts it up, it will pop up on my feed or chat feed almost daily. 

Liking and commenting on it for only a few minutes, 15 minutes tops. 

Going through what’s happening with my network, the feed LinkedIn, I got 30,000 connections. 

So my LinkedIn feed used to be rubbish. 

But if you like and comment on the stuff that you like, I come into it all like client stuff. 

You get all the useful stuff in your feed. 

You do have to feed you have to keep it up to date. 

And LinkedIn Sales Navigator is your key if you are outreaching. 

If you’re doing b2b and selling to specific clients rather than being a distributor, then Sales Navigator is an invaluable tool.

And again, we’ve got a free course on how to use LinkedIn on the platform, the hub and this gives you this stat use a lot look a lot better for me. 

I’m doing less work on LinkedIn, but I still use it a lot with the regular conversation with everyone on my LinkedIn connections going through the 30,000 have some great conversations with people getting that market research.

What’s actually happening on the ground what people are doing? 

Facebook, we’ve got some great stats again, this slide will have this content changed because Facebook keeps changing. 

They’re reacting to Tik Tok. 

And I noticed the other day, I posted something onto my Facebook advert quite private Facebook, and they shoved it onto my Instagram. 

So and then asked their permission, they just did it. 

So I’m thinking, okay, as another change. 

So continually changing, we’ve got Facebook meta, now for the page, but they do have some good stats. 

And again, get the headline stats out of their posts, reach is impose Paul and post engagement is important, it’s all about, it’s not about collecting likes, it’s about getting engagement. 

And again, you can see which is super important, which posts actually worked, which ones are really interesting. 

And it gives you the stats per post, and then you know what content you need to to, to focus on. useful. 

So we’ve just recruited marketing and sales, marketing operations manager. And he used to work at social change. 

So beginning some top tips, hopefully how we can move up that and compete better with that, but they’re massive, they’re huge. 

Instagram, again, a good, useful bunch of stats, you know, what’s worked, what’s not worked, what the audience is. 

And again, sort of, more stats, you know, spend some time looking at his don’t record more than a spreadsheet, but record the headlines, headline ones, you know, what’s the follower growth, and how many followers you’re adding. 

And, you know, how’s your audience developing, what’s the age group of your audience, because I’ll affect the content put out there. 

And email marketing. 

So this is a dashboard from SendinBlue. 

And the critical ones for email marketing is how many people have opened it as a percentage of what you’ve sent out, how many people clicked through, and how many wants subscribed. 

You know, just watch that unsubscribe rate. 

If you’re sending out poor content, and we’ve done quite a few Mailshots, that’s why this list is quite high in proportion. 

And that’s over some time. 

So you’ve seen the list, the list gets more done, the list is improving. 

It’s a bit like a good wine, you know, it’ll improve over time, as you do more work with it. 

But just be aware that the number of people you send out to will reduce over time. 

Video becoming super important. 

So looking at, you know, this is from, what we do is we put all our videos on Vimeo and then pull them through, onto into websites, etc, it means we get some great stats as to what’s happening. 

Vimeo seems to be a nice, stable, easy to use platform. 

Others wouldn’t use YouTube purely because YouTube will then try and take them off somewhere else. 

Whereas here, if you use Vimeo, they will show the video, your videos and nothing else. 

So a few actions. 

So setup in view, Google Analytics, Search Console, how to play with Uber Suggest, if you really want to understand Uber suggests, then we’ve got the free online course, how to get on top of Google, which is on the hub.

And, and then also, as it said, your part of what you need to do is look at what competitors are doing. 

And so Uber suggested searching what keywords your competitors are doing. And there’s nothing wrong with that you’re not spying, he’s just looking at where you’re getting up to run the site through GTmetrix. 

And if you’ve got a developer or anybody doing SEO, if your score is not on a, if you’re using a developer, if you’re not an A or a B, then there’s a conversation to be had. 

And then capture all the key stats on your social media platforms, put them into your dashboard, and review the stats from your email marketing. 

If you’re not doing it if you’ve not got yourself a little email newsletter to your customers, then I would strongly suggest you do it. 

If you don’t have time, do it quarterly. I bought something that’s authentic, doesn’t have to be nicely designed, just look obviously nice and reflect your brand, etc. 

But don’t go in and putting loads of pictures and things because when I look at email, in Outlook, it’s it has all the images off as most people do different if you if you didn’t send into Apple phones and things like that, but just be aware that half your audience might not actually see your pretty pictures. 

So just a question in chat, how do you get the email marketing stats, please?

Okay, so we, those stats were in Uber Suggest. 

So in SendinBlue, there should be a report that you can click on. 

So you’ll see a campaign doesn’t matter which, whether using Active Campaign SendinBlue, or contact, calm, Constant Contact, however, it should produce a report, and you should be able to view that report. 

And you should be able to see who’s unsubscribed, who’s opened, the click throughs. 

We used to say, quite some time ago, if something’s clicked to me more than two or three times, actually give them a call. 

But nobody uses the phone anymore. 

So it kind of fell by the wayside? 

You could certainly, you know, maybe go well, that’s interesting depending on the value of the sales and that person that leads with to is that does that help learn? 

There should be a report next to each campaign as to the performance of that campaign. 

Okay, some fate paid for tools. 

So we’re, we’re big used as a SEMrush. It does a Site Audit, and we retarget, we haven’t been doing much work on our site, because it’s replaced last Friday. 

So we normally go for 90 plus percent, it’s very difficult to get past 95. 

Because you’ve all heard of the Pareto rule. 

You know, you sort of ate you can achieve 80% of what you want with 20% effort. 

And then the rest of the time is spent getting the other bit but we try and push past 90, but then you’re into the law of diminishing returns. 

After that, we’ll look at positioner rankings, we’ve got a bunch of keywords, and then SEMrush will keep track of that. 

And we do this for each client to make sure their positions are growing. 

You can track social media, but we don’t tend to do that. We use a thing called Social champ for all our social media posting, scheduling and monitoring. 

And then we’ve got brand monitoring backlink audits, people will connect to your site that is very toxic though they’ve Googled said, these guys are spammers. 

And you have to do what’s called disavow. 

But again, that’s how to get to the top of Google. 

There are tools here for using link building, we don’t tend to do too much of that, but only for very specific clients and then you know, how many sessions etc. 

But it’s a great tool that allows us to really understand where the issues on the site are, these are two main tools. 

We were using Hootsuite, we’ve now moved to social champ I did like the stats that came out of HootSuite, who were very good. 

As you can see quite a lot of detail regarding what’s worked, what’s not worked.

This is social champ stats, as you can see, it’s not quite as detailed. 

But I never understood who as an agency whose tweets pricing never made any sense that it seemed to get more expensive per unit per channel than cheaper. 

So we started to chant, which was great because you’re only looking for, you know, these are the top stats, you know, how’s the audience growing housing engagement, how many, what how many impressions can you get? 

Is there any brand awareness and you can get detailed stats, zoom in on these things, and see these spikes of posts going out. 

And so what we recommend is that the overall actions flowchart your digital marketing processes like we showed rarely and then I’ll go in there and identify the key, measured points to measure, create a dashboard. 

And then if you’re using something like Google Data Studio, or Looker studio now then schedule a report once a month is great, I do it for seven o’clock in the morning stuff. 

Just as I’m sort of getting started, I quickly run through everybody’s stats, and within half an hour, I’ll get a good understanding of the priorities for the month in terms of improving the performance. 

And then you can sit down and do what we call a retrospective with your team and say, right, this is work, this has not worked, etc. 

And then and then the key bit is to set up projects to improve performance. 

Okay, we’ve got a few minutes left. So I’ll just end the show. 

Does anybody have any questions they would like to pick up and talk about?

Hootsuite, it used to be rumoured that it would be blocked or barred from certain platforms that they would prefer. 

Natural Scheduling is an old or outdated method that certainly doesn’t generally happen with social channels.

Okay, so what it was a couple of years ago, now, the seeds are set, the channels seem to have settled down to the fact that people want to measure what’s going on. 

But I’d say we had a complete nightmare probably three or four years ago. 

Because we’re using Buffer, we’ve used HootSuite, they’re all systems to measure activity. 

And so it didn’t.

So it wasn’t just HootSuite related, it was two other platforms. 

And they kept changing what we call the API is a bit of software that talks that allows two systems to talk to each other. 

I haven’t seen anything recently, not in the last couple of years, I think they’ve all settled down to the fact that people will be scheduling posts and things mean better and better for business, Facebook, are really pushing their tools. 

So you never know, we might end up in an API war again. 

But I hope they’re letting you know that better is not obstructing a scheduling tool anymore. 

We’ve had real issues with Facebook and LinkedIn, LinkedIn was dreadful for a while; they kept just randomly changing their API, and we’d have to reconnect everything up again. 

But I think they will accept that. It’s a fact of life.

Well, thank you very much for attending today. 

I hope you found it useful. 

The recordings and transcripts will be on the Vision2Success website the next day. 

And an email will be sent out to everyone who’s registered. 

So when you’ve received that email, you’ll be able to look at it. 

So the slide deck does have quite a lot of information in it. 

So if you found that useful, in a month’s time, on February the 22nd, I’ll be doing the presentation on selecting the best marketing strategy for your business. 

This is all tied in with developing the app we’re developing, we could be super excited to be able to show that to you one day. 

Either click on the link in the email that you receive or go to the events section on vision success. 

So thank you very much, and have a great rest of the week and we’ll see you next time. Thank you.

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