Black Friday and the Visitors on Your Website
Black Friday, Small Business Saturday and Cyber Monday – they’ve become almost more important than the Thanksgiving Holiday itself. According to the latest news reports http://money.cnn.com/2011/11/29/pf/holiday_sales/ there was a 16% increase in sales this year during the four day period, including Thanksgiving. The question I have for you is – how much did your website contribute to these results? If you wanted to figure out how many visitors were on your website for the past four days and how many of those visitors converted to leads or customers, do you have the analytics ability to determine that? If you can’t tell how many people have visited your website, who those people were and what they did while they were on your website, then you are missing out on sale revenue!
Your website should be more than an online brochure for your products or services. It should be a living, breathing interactive experience for your customers and visitors. It needs to compel them to delve further and click on your offers so that you can capture their lead data. Once you have that information, you can turn them into a customer through a variety of lead nurturing campaigns and follow up. Through comprehensive, integrated analytics, such as those we provide in our Inbound Marketing services, you can collect lead information, see where they are coming from (ie, blog, social media, other websites, search engine, or direct URL type-in to name a few), how many inbound links you have at any given time and what keywords they are searching to reach you. This is powerful information. You can also clearly see what they are doing on your site once they get there. What pages they are visiting, how long they are staying on each page and what offers or Calls To Action they are clicking on. This gives you the opportunity to provide them with information of value that interests them specifically. You can analyze each and every campaign, blog post and social media interaction that you post to determine what is working and be able to adjust slower performing efforts while doing more of the proven winning content.
If your analytics are not performing these tasks and comparing your different strategies and efforts, then it is not giving you the vital information to know how to market your company. It is also not giving you the ability to check your Return On Investment (ROI), which is like throwing marketing dollars into the wind and hoping for the best. The competitive nature of business these days does not give you the luxury of trial and error with your marketing budget. You need to be able to prove that you had great results with your website and marketing campaign on Black Friday or any other day of the year and the best way to do that is to step up your game with Inbound Marketing, drive more traffic to your website, convert that traffic to leads and customers and analyze the results of all marketing platforms so that you can do more of what is working and adjust what is not working.
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