Using Analytics to Fuel Your Marketing Calendar

Hopefully you’re using an analytics suite like Google Analytics to track your efforts. The information you get from these statistics enable you to make decisions, change your methods and better target your revenue sources. What most people don’t do however, is use their analytics to improve their marketing calendar strategy.

Let’s take Halloween for example. You’ve used Google Trends (among other ways) to figure out when your marketing should begin, you’ve used your keyword research tool to figure out what to write about, and you’ve used the AdWords Contextual Targeting Tool to help figure out how to structure your internal linking.

And then you’ve got Google Analytics (and to some degree WebmasterTools) to help you assess your progress. Well if you stop there, you’re only using half your resources. What you learn in your analytics package is how you begin putting together your marketing calendar in the first place. (it’s like a vicious circle)

Business Continuity Planning Should Start at Customer Aquisition

The most important part of putting together your business continuity plan is the original offer. Why is that the case? Because the original offer brings the customers into the “funnel”. And the original offer is what sets the tone for the continuity program and the price.

For instance, our antioxidant nutritional supplement has a front end offer of “Buy 2 Get 1 Free”, which comes out to a 90 day supply. With a 90 day supply on the front end, the continuity plan doesn’t begin until the 91st day, and in theory the customer will have been taking the supplement daily and will need new product.

I say “in theory” because this continuity program doesn’t work unless the customer is truly interested in improving their health. We learned the importance of that the hard way several years ago.

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