Conducting a Comprehensive Year-End Marketing Review

With the new year in full swing, it’s time to take a moment and to conduct a year end marketing review of 2019. How did your website perform? Did you reach or surpass your revenue goals? What can you do to ignite your business sales moving forward?  

Too many small businesses often stick to the same old tactics simply because “That’s what we’ve always done”. In 2020, I challenge you to take a hard look at your website and marketing strategies to see where growth opportunities exist and then change your actions accordingly.

Small businesses absolutely need well-developed websites and marketing plans to be competitive in today’s increasingly online buyer’s market. Are you putting your efforts in the right place?

Google Analytics Year-End Reivew

Step 1: Where Did you Focus Your Efforts?  

Each month at Cazbah, account managers meet with their clients to review goals, changes, analytics data, and so on. Consistently reviewing website and marketing data keeps everyone on the same page, and allows for easy comparisons and changes to be made when necessary. 

As a small business owner, you need to be keeping track of the work you do on your website. If you don’t have time to maintain your website yourself, look into hiring an internet marketing service to do it for you! 

By keeping notes and staying involved in your website analytics, you’ll be able to see what goals or web pages you paid the most attention to, and which ones you left off to the side. Take the time to refresh yourself on how your website is performing year over year to make sure you’re accomplishing your goals. 

Step 2: Check Year Over Year Analytics

Take a look at your Google Analytics account and find which web pages had the best performance last year. How does that compare to the year before (2018)? Take a list of your website marketing and SEO efforts and compare them to your website analytics. How do your analytics stats match up with your efforts? What tactics worked and which didn’t? 

You can use this data to formulate a better and achievable marketing plan for 2020! Lay out what specific actions you need to take on your website in 2020, state your revenue, sales, and growth goals, and map out how you can re-work your marketing strategies to achieve your new goals.  

And remember, “success” isn’t always an instant sale. Document downloads, phone calls, and meeting requests are great goals to focus on in your sales funnel too! By setting these “smaller” goals, you’ll be able to see where prospects drop off in your sales process, so you can work to re-design it. 

A Fresh Start in 2020

If you’re new to the online marketing game, all this talk of analytics, year-end marketing reviews, marketing plans, and websites can seem overwhelming. Don’t let that deter you from creating and maintaining a high quality website! If you want to succeed and continue to grow as a small business, you need a strong online presence. 

According to Blue Corona:

• 70-80% of people research a company online before visiting the small business or making a purchase with them
• 97% of consumers go online to find a local business or local services 
• 25% of small businesses invest in online marketing

Your customers are out there online searching. And if they can’t find your website or it doesn’t live up to their expectations, they’ll find another business that will. 

Cazbah has helped hundreds of small businesses in industries from manufacturing to retail, and everything in between, development, maintain and succeed online. Cazbah doesn’t hijack your website, rather we work with our clients in a partnership as a valuable part of their marketing team.  

If you’ve been neglecting your website or just don’t want the hassle of trying to keep up with all the edits and changes you need to make, trust Cazbah to work with you! 

In Conclusion

Many small businesses spend their time and money on marketing initiatives that they’re comfortable with rather than what works for their target audience. Conducting a year-end marketing review will provide you with the data you need to set yourself up for success in the new year! It’s time to take your small business to the next level.