Proper Planning Prevents Poor Performance
Strategy is key when planning your business but it’s alarming how many businesses don’t have a desired outcome when it comes to designing a website or choosing internet marketing.
What product do you want to sell? Do you want to sell shoes? And how many in a month? Do you want to reach your customers using social media or using email marketing?
These questions deserve an answer before a website is built but unfortunately most websites are built on design prior to a specific written plan of expectations the site should meet. So after 12 months of owning a website, it’s no wonder most businesses are disappointed with their traffic and conversions when they haven’t been prompted to set specific goals with regards to their online campaign.
I explain to my customers beforehand the importance of goal setting, and that each month they sit down and review their current progress and bring to light any concerns or other opportunities to the table.
In order to do this, we need to plan ahead what the desired outcome would be; how much profit to gain within the first month, how much within the first year and then the second, and so on.
Search engine optimisation works best when we understand what keywords you wish to rank for, and why. It helps you scope your competition properly. It sharpens your focus and helps you see other opportunities that may become available. Most businesses have no clue as to their website traffic; whether they have more organic traffic than referral, or how large the exit rate is on the site. They may monitor the broad overall traffic analysis they get emailed to them once a month from their website hosting provider, but that’s it. Google analytics or other traffic tools are seldom used and their is little demand for traffic analysts because most SME’s these days are cutting costs even though the average traffic analyst has a ROI of 400%. Yes.. 400%.
The 80/20 Rule
If you use this rule and ignored everything else I’ve written, it’ll still work wonders. Focus 80% on the solution, and 20% on the problem.