Las Vegas is a place for any business, and we know it can be challenging to grow a company\’s online presence from the internal marketing department. Implementing new marketing plans into the business is a struggle, but digital marketing in Las Vegas doesn\’t sleep, and neither should you. We are sharing the best methodologies to keep your business running successfully with the best marketing strategy analysis.
Step 0 – Website Traffic
To have a marketing strategy analysis, you have to start with an analytics platform that will help you monitor your website traffic. The most common is Google Analytics, but many analytic tools are out there. Make sure you set up your goal to make sure you are staying on track. This tool will be of essential support for the marketing strategy analysis. Do not continue to the next steps until you set up your account on an analytic platform.
Step 1 – Customer\’s Data & Competition
It\’s essential to first review your target customers and your competition before analyzing anything, and this will give you an idea of your audience and potential clients. To facilitate this process, we\’ve come up with a couple of questions to ask yourself:
- What is my target audience? If your business is B2C, you should focus on; Age, Gender, Location, Language, Spending Power, Careers, Hobbies, Stage of Life, etc. If your business is B2B, focus on business size, location, industries, and budget.
- Who are my existing customers? Why do they prefer me over my competitors, and what are my product/service\’s benefits?
- Who are my competitors? How do they rank on Google? Which ones have a better online reputation?
Once you\’ve answered these questions thoroughly, you can proceed to the next step.
Step 2 – SWOT analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Running a SWOT analysis will help you understand your competitive advantage, learn about the external factors that can impact your company, and add value to your service or product to serve your customers in new and better ways.
Step 3. Traffic from the Past
If you\’ve had an analytics platform set up for your business for a long time, expand the time range to show data for the last 6 to 12 months. Analyze the primary traffic channels (organic, paid, direct, email, referral, and social) and where exactly the most valuable traffic comes from. You can look for the highest session count, the highest session duration, and the low bounce rate. Remember we told you to set up your goals on step 0? Pay special attention to the highest number of goal completions you\’ve acquired during those last months.
You\’ll see that some traffic sources within the traffic channel have brought more visitors than others. Take note of them because you\’ll want to exploit those sources to get as much potential as possible.
Step 4. The Cost
Once you have identified the top traffic generators of your website, consider how much money and time is invested into these traffic sources.
If your most valuable traffic comes from one Facebook publication on your business Facebook Page, how long did it take to create that post? How much money did you spend on it (photographer, designer, social media manager)? Are the time and money spent on that post worth the amount of traffic you obtained? If the answer is \”yes!\” then do it again. If the answer is \”no..\” is there any way you can redo it but faster and cheaper? If you can\’t think of a way to reduce the cost, you can contact digital marketing Las Vegas to help you find a way. You can also go back to Step 3 to work on a new traffic source that drives a high number of qualified traffic.
Step 5. Social Media
Check the Social Channel and analyze which platform brings more visitors to your website. Consider the top 2 social channels that perform best and focus most of your social media efforts on them.
If you\’ve set up UTM tracking codes on social media posts, you\’ll be able to determine how much traffic comes from ads. Keep in mind that if half of your social media traffic comes from, let\’s say, Facebook Ads, then it\’d be worth considering increasing your budget for those Ads. If you don\’t feel comfortable taking care of social ads, digital marketing firms in Las Vegas can do it for you.
6. Organic Traffic
Did you know that the average website obtains 40-60% of its traffic from search engines like Google? And did you know that having a deficient organic performance can destroy your site\’s presence? Analyzing your organic traffic is a significant part of succeeding in your digital marketing strategy.
You\’ll need to use an SEO tool to understand your search engine ranking and improve your presence. Answer these questions to see if you are doing good with SEO:
- Are you appearing in any top 10 search results on Google? If so, what are the keywords?
- What is the likelihood of these searches becoming a lead or even a customer?
Are you happy with your answers? Or do you believe your site could do a lot better? SEO is probably the most crucial aspect of your online business, and you should have someone with the required skills to help you improve your search ranking. If you don\’t have anyone, there\’s always a Las Vegas SEO company available for you.
Now that we\’ve gone through all these steps, you are ready to renovate your internal marketing strategy and keep growing your business.