Yesterday: Take a look at your analytics. Where is your traffic coming from? What are your most popular posts, items or pages. Why is that? What are your least popular posts, items or pages. Why is that? Where are you putting your energy and is it paying off?
For this assignment, we looked at our Etsy shop, blog, Instagram, Facebook, Pinterest and Twitter. Ugh, that was a mouthful! We decided not to include Tumblr or LinkedIn, or you know Ello (ugh! Ello!).
It was helpful to sit down and look at all of our data all at once. Some of the information we gleaned was surprising (both good and bad) and some of it was more or less what we'd expected to see. It's no surprise that anything baby related was an instant winner on any social media platform. On the other hand, we never knew just how much blog traffic comes from Facebook.
The information from today's task is already proving useful in a more practical sense as well. Since we're currently in the process of evaluating our line of paper goods, we're weaving in the analytics to help us decide what to keep, what to change and what to discontinue.
With this exercise, we realized just how much we tend to focus on the shorter term in regards to our analytics and don't look at the bigger picture quite as much. When you widen your scope, it changes your perspective quite drastically. It's so easy to live and die by the daily or weekly numbers, but it's only when you look at the broader picture that you realize things are not as bad as they seem.
Today: What does your marketing plan look like? If you haven’t looked at it in a while, now is the time. Make sure that it reflects the changes in your mission statement and business plan as well as what you’ve learned from your analytics. If you don’t have a marketing plan yet, now is the time to come up with one!
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