Authored by Raquel Guarino
Maria Elena Duron is an expert in Google, marketing, and SEO. She helps small businesses, startups, creators, and execs manage and develop their personal brands in the ever-changing digital world. This article details one of three essential steps. If you haven't read the first post about driving growth through data, you can read it here.
While the first part of Google expert Maria Elena Duron's lecture on data-driven growth focused on creating the right goals for growth, this one will touch on asking the right questions about the data you have and the data you need to move forward. Asking good questions is essential to increasing your searchability, accessibility, and pursuing your goals.
Duron categorizes questions into four different types:
One of the most important components to understand is your audience. Understand the customer journey so others can find you more easily.
- Who is your target audience?
- How do you reach them currently?
- How do people find you online? What are people searching for?
- Where are people looking?
- At what times and during what situations are they searching for you online?
- Where are they searching (mobile, desktop, etc.)?
- Are customers finding you through direct or organic searches?
Your customer's interactions with your brand need to be investigated and understood, too.
- Once a customer finds your page, can they find answers?
- What's the customer path to purchase on your website? What are customers supposed to do when they reach your page?
- Where are customers online engaging with you the most?
- What do customers like about your homepage? Don't be scared to ask.
- Is your site gaining or hurting customer trust? For example, if they click on a button, is the button taking them where you told them they would go? Are there dead links and illogical paths?
Conversions are what keep your business afloat. It's incumbent on you to inquire about your customers' behaviors.
- Which channels drive conversions?
- Which calls to action have been most effective in pushing conversions?
- Does it take 7 or 8 touch points to get people to convert? Or do they just click and buy?
- Which channels have a higher ROI?
- For this one, Duron suggests spending a dollar or two on paid advertising on every single channel. Test your ads there so you can "nail it before you scale it." Whichever channels are succeeding are where you should put most of your money (versus spending it evenly across all channels).
Customer loyalty is huge. Figure out what resonates with customers so they can leave good reviews and refer you to others.
- Do people continue to engage after the first interaction? What about the first conversion? If so, where are they doing it?
- Do you respond quickly to your customers? How quickly?
- Do you give people a reason to return? Do you offer loyalty discounts or referral codes for returning customers?
What would you add to this list? Be sure to leave your ideas in the comments.