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How to use data to develop and improve your marketing strategy

marketing-strategiesMarketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. When you have a real data, you have power. This is because you are creating a marketing strategy based on something tangible and not based on a passing idea or a sample, because data could be a core element of your success and growth.

Having access to accurate marketing data is powerful. It helps you make better business decisions because you have a clearer picture of your business, your target market, and your ability to attract new customers.


You can use these tools to develop a real life marketing strategy in different ways:

  • Validating product and service ideas.
  • Determining if we can win in organic search on specific keyword terms
  • Competitor research.
  • Fine tuning our target market.
  • Reviewing where our web traffic comes from and validating if our efforts for driving referral traffic are working.
  • Ascertaining what web traffic converts to leads and sales on the website.
  • Reviewing our onsite sales funnel to compare cart, checkout, and sale activity.


Google Analytics – This free tool allows you to see visitor activity within your website. You can see how many visitors arrive each day, as well as where visitors came from and what pages, posts, or products they visited. It has the ability to perform conversion tracking. This allows you to see how many contact submissions, newsletter sign ups, or products are purchased over time and details about these conversions such as source, page views, and time spent on site.


Google Webmaster Tools – This free tool allows you to see your website in the eyes of Google. You will see which web pages show up most in search, what search terms you rank for, and how Google views your site’s health in regards to meta titles, meta descriptions, and inbound links.


Google Trends – Google Trends allows you to see search traffic over time for a given search term or phrase. This allows you to know if your targeted phrase is up or down in real user searches. You can also use the tool to view related phrases or topics and geographical interest.


Google Adwords Keyword Planner – You can buy “pay per click advertising”, or use Google’s free tool to review search volumes and obtain ideas for additional phrases that you might want to target. While this tools is great for validating a term’s search volume, its limited and it might point towards words people bid on for PPC.


WordPress SEO by Yoast – This plugin gives you immediate feedback on the health of your website content on a page and post level. You will immediately know if you need to address on-page SEO issues.


Alexa – This free tool allows you to pop in a URL and see statistics about the visitors and traffic. While you know not all of the data is 100% accurate, it does give you a good overview of your site and that of your competitors. Site data includes overall site ranking in relationship to other websites, top keywords, bounce rates, visitor demographics, and upstream websites.


The tools listed above are available on the web for free. There are many more great tools you can subscribe to or purchase online.

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