Some of the main questions that I’ve asked every client over the years when it comes to getting your sales in line with your goals are:
Where are you now on the path of your long term goals? Where are your sales coming from now? What is the exact breakdown of your marketing campaign? What are your competitors doing differently?
The scary thing for my clients (but good thing for my bank account) is how many of them can’t answer these basic questions and how many assumptions are made without the data. The analogy I always offer up to them is a simple one: “If you want to plan your journey on a map, it’s all guesswork unless you know your exact current location.”
So I’m going to bring you through some simple ways to start getting on top of where you are and how to assess your current strategy very easily. I’m going to do this in a very simple way, I want you to take out a piece of paper and a pen (or pencil for you less confident types) and answer the following questions. If you can’t answer the question, have a read over my suggested advice below the question and even if you’re not happy with it as a long term solution it will get you started.
Remember: DONE IS BETTER THAN PERFECT.
A little self promotion break quickly…sorry, I’ll be happy (for a small fee) to implement any of the below for you. Just email me at firstname.lastname@example.org
What was the level of traffic to your sales channels in the last 30 days and how many converted?
This means how many visitors you had to your website (or wherever you drive traffic, be it a Facebook Page) overall and then what is your conversion level on these. If you don’t know what I mean by conversion, this traditionally is a sale however depending on your business you may count an email signup as a conversion or a call to a number, i.e. lead generation.
Your conversion rate should be no lower than 1% and a good score is around 3%.
Can’t answer this: If you can’t answer this you need to head over and setup Google Analytics across your sales channels. I won’t get deep on how to set this up, just YouTube it, there are millions of tutorials. Once you’ve plugged it in, be sure to setup conversion tracking so that you can easily get this figure.
Where did this traffic come from and which marketing is bringing you the conversions?
I won’t go on too much about this one, as the answer is basically the same as above, but if you’re spending money on Newspaper, Facebook, Google or any other advertising, you need to know what channels are bringing in the sales. You then need to work out your Cost Per Conversion (CPC) to see which are the most efficient. What I mean by this is, if you’re getting 7cents CPC on Facebook and 40cents on Google, but you’re spending more on Google you might be missing a trick here.
Can’t answer this: *SAME AS LAST ANSWER* If you can’t answer this you need to head over and setup Google Analytics across your sales channels. I won’t get deep on how to set this up, just YouTube it, there are millions of tutorials. Once you’ve plugged it in, be sure to setup conversion tracking so that you can easily get this figure.
What are your competitors doing?
When it comes to advertising and spend, you need to know what your competitors are doing to compete and also, most of the time there is no point reinventing the wheel, a lot of companies operate 99% the same but to a different target market or segmented niche. Knowing what your competitor is doing can really help you grow this and give you great advertising ideas.
Can’t answer this: My advice would be start by heading over to your competitor’s website and social pages, see what they are running and what they are talking about. You can also use this clever Facebook Pixel trick to start seeing their ads.
What is your current organic strategy?
While paid ads are definitely going to be a big driver for your business, organic traffic is extremely important as it will allow you to get free sales over time and more importantly, with ad blocks and so on in place, if you’re running a local business this will massively help you stand out from the competition. An organic strategy means doing content be it video or blogs and most importantly making sure you Search Engine Optimise (SEO) all of your content.
Can’t Answer this: If you haven’t currently put anything like this in place then my advice would be to head over to Neil Patel’s website and do a free SEO checkup on your website, This will give you a good idea of where you currently stand and some direction on your content.
POWER TIP: If the above has gotten you thinking at all, then I would highly suggest going over to this link and getting out exclusive 7-day free trial of SemRush, it will give you a lot of the information above and will do all of the competitor research for you.