Summary: How many people have visited your website? What pages do they visit? How often do they visit? What did they buy? Whether you are a big or small business – the data you collect about your website visitors is vital.<br> In a world of big data, the power for you as a small business could well lie in small data!<br> There are several ways and tools you can use to collect data, including Google analytics. These tools help businesses determine the most effective and efficient way to utilize their websites. They can be used to track, analyse, and understand site visitors – their existing or potential customers.<br> The more in-depth data you collect, the more you can communicate and engage with customers. For example, CANDDi integrates a real-time cookie that tracks every single thing for each visitor – every time they visit until they opt-in to identify themselves. That way, sales staff will know what to reach out to them about and will be able to create long-term relationships.<br> Most web tracking is anonymous. You don’t know who to reach out to in order to build relationships, but CANDDi helps with that. It can group together customers based on trends and their interests. This provides data that empowers sales people.<br> But what do you do with the website data you gather to tweak your marketing efforts and build relationships with your customers?<br> <br> * Put time into creating the right content for specific people.<br> * Reach out to customers to identify why they go where on the website.<br> * Gather qualitative data: Why, how, and who?<br> * Know and care about your clients.<br> * Be mindful of privacy laws. Don’t abuse data.<br> * Ask customers what they want and need.<br> <br> But effectively using the data you collect, your customers turn into clients. A customer is a transactional person. They come to mak a purchase. However, a client is coming to your website for wisdom and experience. They are coming to you because of your knowledge.<br> So, use data to take your business to the next level. Use it to help your bottom line!<br> About Tim:<br> Tim is the co-founder of CANDDi (Campaign and Digital Intelligence Limited), which is a tech startup that helps companies build relationships with website visitors.<br> Challenged Issue:<br> In this podcast, we challenge the issue of turning data into meaningful client relationships.<br> Tim’s Actionable Tips:<br> <br> * Track absolutely everything! If you are not capturing the data, you can’t do anything with it.<br> * Qualitative not Quantitative: Ask why, who and how; and listen to results.<br> * It’s not all about the first date! Awareness, interest, and other factors help you to engage with customers/clients.<br> <br> <br> Top Quotes:<br> <br> * “What’s the key things that’s going to get Bob excited?”<br> * “Your website is your best marketing person. Your worst sales person.”<br> * “Your website knows everything about your business.”<br> * “You can’t sell to a page view. People buy from people. People sell to people. People engage with people.”<br> * “Clients come to us because they want that little bit extra. They want the experience. They want the knowledge.”<br> * “When you imagine big data…they talk about it, but they don’t really do anything with it.”<br> * “Small data is far more exciting than big data.”<br> * “When people visit a website, we think we are showing them everything they want to see.”<br> * “Conversationalism – starting to ask people: What do you want from our business? What can we give you?”<br> * “You’ve got to use this kind of data the right way.”<br> * “Here’s a pint of Guinness. Take the world off your shoulders.”<br> * “The thing with relationships: They’re two ways.”<br> * “Be mindful of how you use the data.”<br> * “You can have the best systems, you can have the best data in the world, but your do have to use/mind this data.”<br>
