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Company Pains


Your pain or your customers/clients? Both problems require substantial deliberations because they both dramatically effect your bottomline and potential revenue stream.

When we first started Toughjobs our pain point was spending substantial time trying to win over our clients. We determined that 50% of our profit was going to sales. Not only were we spending exhorbant hours winning over potential clients but we were delivering less of a product to our customers.

We solved those pain points by eliminating the sales staff and increasing our guarantees and providing more services for the same price. We stopped our “car-salesman” approach and decided that providing a better product helped us and our customer ten fold.

The best part in our business revelation was that happy clients are more important to one’s soul than one un-happy client every month.
We found that by spending more time on our projects we were able to increase productivity.

At first, business was slow without the sales team, but after a few months we realized our overall product was 30% better and 10% more profitable.

Remember for every un-happy customer you will lose a full day of work dealing with that client. Secondly, you also may lose $1000 or more with the negative ramifications of poor reviews.

Happy Customers equates to a clear conscience and most important a…happy life!

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Understanding the Importance of Digital Marketing Analytics
SHERMAN STANDBERRY – AUGUST 1, 2018

The business world has been evolving over the years. And marketing is not what it used to be. Today, it’s a lot more advanced and targeted. Which means marketing, especially digital marketing, has become highly result oriented. And there is a great deal of data to work with in understanding the importance of digital marketing analytics.

For instance, there was a time when mail-order music services were in demand. Which have now been replaced by technology focused innovations like iTunes where musicians are promoting their music like never before. This was not possible a few decades ago.

Regardless of what type of business you run, you need to understand that consumers no longer care about your generic approach. They want a personalized experience to the core. Which is why having access to the right kind of data is extremely important for marketers.

We are living in an information age where data is the new oil. Even if you are running a small business, there are high chances that you’ve come across the term “Big Data”. As a business, what does it mean to you? How can you leverage data-driven marketing for maximum return?

importance of digital marketing analyticsKeep in mind that having the right data at hand and knowing how to analyze it is critical for any digital marketer. Because by knowing your digital marketing analytics and using them effectively can prove to be a game changer for your business.

Starting with the Basics of Digital Marketing Analytics
One of the biggest advantages of doing business in the digital era is having the ability to track and analyze your results with the help of digital analytics. It gives you the needed vision to see where you’re going and if your efforts are paying off. This is a luxury that you do not enjoy with traditional marketing because there simply isn’t an option.

Whether it’s running email marketing campaigns or just analyzing website visits, there is a vast array of information that you can decode to understand your success rate.

When it comes to building and running a successful business in any niche, there are certain elements that become more of a necessity than a mere need. Having a website is one of these elements because it has become an integral part of the modern day marketing ecosystem.

Without a proper website in place you would not have access to critical analytics data. Which would in turn result in lost business that cannot be regained.

importance of a website
Gone are the days when customers only used to visit business websites to get in touch with a company or learn more about it. Today, people are using websites to converse with brands, do product inquiries, purchase needed products while consuming targeted and relevant content.

A business website has become a digital marketing tool that is hard to ignore. Because it helps not only deliver information but also engagement of a high level. And in exchange of this, what your business receives is crucial data and insights that can be used to enhance your own marketing efforts and grow your business.

Blog Comments
Having a company blog can be a game changer for brands that want to make the most of content marketing. In terms of delivering value, blog content is known to help businesses build a brand and gather targeted leads that convert.

However, one thing that you may ignore is the fact that blog comments are a great way to understand your audience and what they are looking for. You do not even need an analytics plugin installed to see how your audience is reacting to your content.

analyzing commentsWhen you post content on your blog, you have the opportunity to gauge the interest of your audience.

Are they responding positively to your content? Or negatively?
Are there times when you experience zero engagement from your readers?
What type of readers are posting the most comments?
Are they asking insightful questions that you can provide an answer to?
Understanding digital marketing analytics is not just about looking at the core numbers. It’s also about analyzing and getting a clearer insight into the needs of your customers/prospects by looking at their behavior. For example, if there are a few ideas that get frequently mentioned in the blog comments, then you may want to analyze them to see if there’s something for you.

When it comes to data collection and knowing your customers, creativity is key. So you may go beyond comments and see how many shares your blog post is getting. Think out of the box and it will get easier to grasp the right digital marketing analytics data and use it.

Google Analytics

When it comes to digital marketing analytics, there are a few things that lay the foundation for it. And one of them is Google Analytics. The kind of insight that you derive from Google Analytics may not be too extensive, but it does set the path for understanding data and making sense of it.
Although there are many different type of data collection tools out there (both advanced and basic), few are as robust as Google Analytics. Which is exactly why it happens to be a commonly used data collection method.
digital marketing analytics

The good thing about Google Analytics is the fact that the set of tools it offers are unlike any other set. Whether you are a novice or an expert, you can look into the data found in it to not only understand your target demographics but also figure out the best way to reach out to them.

Now, if you are new to Google Analytics, the platform may not seem as simple as it sounds. The data you get to access can be particularly overwhelming and may look little confusing at first. However, given that your website is not that old, you can do some surface-level evaluation to understand their customer needs with the help of some basic metrics that throw light on your website’s performance. Or if analyzing data just isn’t your thing, then you can always hire a digital marketing professional to help you understand what your data is telling you and what to do about it.

Dashboard Metrics
Understanding the performance of your website starts with looking at key metrics that are displayed on your application’s dashboard. It gives you a bird’s view of how your website is growing and a basic understanding of what you can do to improve your numbers.

Out of all the statistics that you see on your dashboard, there are three in particular that you should focus on:

Pages Per Visit

This is the metric that lets you know how many pages of your website were viewed by an average visitor before they left. Your aim should be to increase this number by improving your content and on site value. By keeping things relevant and high quality on your site, you should see a high number.
Average Visit Duration

When someone visits your website, they are basically looking for something that they are interested in. Whether it is more information about your product or content related to your industry. Increasing this number should be on your daily to-do list because having a low number shows that you did not offer enough value to visitors. Getting your visitors to spend more time on your site can directly impact how much business you do.
Bounce Rate

People may land on your website from different points of entry. They may find your homepage or your blog post. But once they have found your site, it’s your job to ensure they explore further and take some action. Your bounce rate shows the percentage of people that left your website after visiting only page. While having a high bounce rate isn’t necessarily bad, you should aim at lowering it by improve the internal navigation of your site and by offering better content.

By looking at the the three metrics we discussed above, you can learn more about how your visitors interact with your site and if there things that you can improve to make it more appealing.

Most Viewed Pages
It’s easy to get into the head of your target audience and find out what appeals to them most by analyzing the “Most Viewed Pages” metric. It takes out the guesswork and gives you a clear understanding of the topics or the subjects that you should be focusing on.

For example, you may think that a particular piece of content is going to be helpful to your visitors. But upon looking at the most viewed pages metric, you realize that is not the case. So whether you want to brainstorm new topics for your blog or see what product appeals the most to your visitors, the most viewed pages metric is a good place to start.

Page Exit Rate
This is the metric that gives you a clear idea of pages that are not performing well. Because when your visitors leave a page, it means that they were unable to find what they were looking for. By getting access to a list of most exited pages, you’ll know what to improve to enhance the overall user experience of your website.

page exit rate

For instance, if you find that one of your product sales pages has a high exit rate, then you may want to tweak the sales copy or look if there are any technical problems. Or else your site’s conversion rate may get affected. If this exit rate is between 75 to 100 percent, then there is something definitely wrong that you need to analyze.

Remember, the key to find success with digital marketing analytics is to try and look at areas that your competitors may not be looking.

Referring Websites

Unless you are a popular site like Facebook and Reddit, you won’t have a ton of type-in traffic coming in. In other words, most of your visitors will come to your website after finding and clicking on a link to it on another website.

Your referral traffic can tell you a lot about the kind of sites linking to you and what kind of traffic they are sending your way. Which by the way is another reason to create quality content so that more and more relevant websites link to you.

digital marketing analytics

When you have a clear idea of who your referring sites are, you’ll know why they are linking to you. Which can help you achieve two important goals:

You will be able to create content based on the pages that are receiving the most referral traffic.
You will come to know what type of link partners to reach out to and build a link building relationship with.
For example, if you find that a particular blog in your industry (with decent traffic) is repeatedly linking to your website as a resource, you will come to know of this in your stats. After which you can take your relationship to the next level by asking for better contextual links on their blog. Having an understanding of your referring websites is an important part of understanding your overall digital marketing analytics.

The Difference Between Digital Analytics & Digital Marketing Analytics
If you think that businesses have a lack of data when it comes to analyzing their performance, then you are wrong. In fact, there is so many data points available to look into that it can get confusing, especially for new businesses.

So the problem is not that there is not enough data. The real problem is the most businesses fail to analyze the right data. They lack the clarity on what data they should focus on to improve the results that they are getting. This primarily happens due to three common reasons:

Having goals but not knowing how to match them with the available numbers/stats. By not connecting goals with measurements, businesses risk not reaching to the right conclusion.
Not having a complete understanding of various data points that are necessary. In order to truly get the most out of your digital marketing analytics, it is crucial to to know certain data points measure and how they are calculated.
Trying to dumb down or simplify the important analytics by focusing only some of the data points.
If your brand wants to find success with digital marketing, it needs to properly measure the effectiveness of each campaign. Because when you are clear about the ROI derived from your marketing activities, you’ll know what methods/tactics to focus on. This will continue to be a challenge to all those businesses that don’t work with the right data.

Every digital marketer needs to understand to go beyond digital analytics data such as bounce rate and unique visitors. There is no doubt that your analysis will always start with the basic web analytics that we discussed above.

However, your business needs to work with rich data in order to truly understand why your marketing campaign is or isn’t converting. Analyzing the surface-level web analytics metrics is only the first step. The next step is go deeper so that you know what your customer’s journey looks like and how you can improve your sales funnel.

Digital marketing analytics allows you to get a detailed and a comprehensive understanding of how your marketing efforts are faring. It gives you an insightful view into what you can improve to get real-world results from your marketing.

digital marketing analyticsYour marketing almost always starts with your website, but it doesn’t end there. With digital marketing analytics, you go beyond your website and try to understand the true effectiveness your overall marketing efforts. By taking advantage of digital marketing analytics, you will be able to:

Know and learn more about how each of the marketing tactic is performing. For example, is blogging giving you the needed ROI or should you focus on email marketing? Such questions can be easily answered by focusing on digital marketing analytics.
Determine what is the true return on investment of a certain marketing initiative and if you should continue using it.
Understand how each of your marketing activity is helping you get closer to your business objective and at what rate.
Digital marketers work with different channels. So it’s important for them to use the data they get from digital marketing analytics to diagnose any problems and fix them before they get worse. These adjustments may seem trivial ar first but they will have a direct impact the overall effectiveness of your marketing.

3 Key Digital Marketing Analytics Metrics Your Business Should Focus On
We have already talked about the basic web analytics such as website traffic, page exit rate, bounce rate, etc. and how these metrics can help you improve your marketing strategy. Now, in order to truly take advantage of these metrics, you need to read and understand user behavior. However, since such metrics don’t work with one another, creating a full fledged picture of user behavior becomes difficult.

Today’s consumers are looking for personalized content and solutions. Which means you need to understand everything from their goals to preferences. Only then will you be able to give them a customized experience that makes them connect with your brand and do business.

Knowing that you are getting a ton of traffic and links from other sites is great, but the question is, why? Why are people visiting your site? Why are other sites linking to you? How deeply are your visitors engaged with your content?

The answers to these questions can be found when you take full advantage and an understanding of the following digital marketing analytics.

#1: Conversion Rate

When you’re running a business, you want more leads and higher sales. Which is why your site’s conversion rate is a metric you cannot ignore. Although this metric is all about the outcome, it can give you immense clarity on whether your traffic is targeted enough and if your marketing is helping you get closer to your business goals. Nobody likes having zero conversions or low conversions because it means your business isn’t doing well.

Your conversion rate can be measured depending on what type of action you want your visitors to take. If you want more of your visitors to fill out your contact form and get in touch with you, then you need to analyze how well your traffic is converting into leads. If your goal is get sales for your product, then that’s what you should focus on. The average conversion rate of your website depends on your conversion goal.

goal conversions

#2: Days to Transaction

While impulse buying is a real thing, it rarely happens online. In other words, when someone visits your website for the first time, they may not hit the buy button right away. The time gap between their first visit and the day of their purchase can help you understand your users much better. So how do you get access to this insight?

Apply segmentation to your main traffic channels in order to get clarity on the “days to transaction” and how it differs from one channel to another. People come to your website from various channels so it is important to know what kind of traffic each channel is sending you. The higher the quality of traffic, the less will be the days to transaction.

days to transaction

#3: Frequency And Recency

While it is nice to know how much time elapses between a visit and a purchase, it’s not enough. You also need to know how frequently your visitors come to your website and what percentage of them are loyal to you. Depending on what type of site you run and how often you update it, looking into this one piece of data can help you greatly improve your site’s performance.

If people consistently return to your website each time you publish a new content, great. If they just come once and leave to never come back, then you need to identify the problem areas. Loyalty is definitely a metric that you should work on improving if needed.

You can gauge how loyal your visitors are by analyzing the frequency and recency report in Google Analytics. In order to get an accurate number, make sure to exclude new users before running this report as Google Analytics tends to include them by default.

digital marketing analytics

Now, we know we just threw a lot of information at you, but we’re confident you can apply it to your digital marketing efforts. If you’d rather have a professional analyze your data for you, then we’re just a click or a phone call away.

If you have any additional findings, comments, questions, or tips. We’d love to hear them! Leave a comment below and let’s discuss.

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Business Efficiency


EFFICIENCY VS EFFECTIVENESS

Efficiency is important for profitability. Effectiveness is important for growth. As business owners we are always looking for ways to increase profitability. We should be documenting our processes and systems, and then we should engage our team in brainstorming ways to do things more efficiently. By increasing efficiency we save both time and money, thus making our businesses more profitable.

Some of us are “bent” toward efficiency, which can be a really good thing. Some of our team members are bent toward efficiency which is also excellent. However, if we’re doing the wrong things we will not get the results we want! So stop and honestly ask yourself, “Am I getting the results I really want?”

HOW TO IMPROVE BUSINESS EFFICIENCY

The best way to improve efficiency is to measure and evaluate all of your processes and systems. Again, your employees and team members can be great help here. If you ask them you may be surprised how insightful they can be. Also, if they feel like they are making a meaningful contribution, they will have more pride and a higher level of ownership of the outcomes. So engage your team to start documenting, measuring, and evaluating every critical process in your company. As you become more efficient you will discover new capacity for production and profitability.

HOW TO IMPROVE BUSINESS EFFECTIVENESS

The best way to improve effectiveness is for you as a leader to take time on a consistent basis to evaluate, plan, and focus. This is why we encourage business owners to take a strategic retreat every 90 days. By doing this you can step back and look at the big picture. You can get clear on what results you really want, and then assess how you’re doing at getting those specific results.

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Employee Training


Training isn’t just important to any company, it is vital.

Although there are many categories of training such as management training and or sales training, employees with Project Management skills are an important asset to any organisation.

But what does training and development,  mean to your organisation?

Training presents a prime opportunity to expand the knowledge base of all employees, but many employers in the current climate find development opportunities expensive. Employees attending training sessions also miss out on work time which may delay the completion of projects. However despite these potential drawbacks, training and development provides both the individual and organisations as a whole with benefits that make the cost and time a worthwhile investment. The return on investment from training and development of employees is really a no brainer.

So what are the benefits?

Improved employee performance – the employee who receives the necessary training is more able to perform in their job. The training will give the employee a greater understanding of their responsibilities within their role, and in turn build their confidence. This confidence will enhance their overall performance and this can only benefit the company. Employees who are competent and on top of changing industry standards help your company hold a position as a leader and strong competitor within the industry.

Improved employee satisfaction and morale – the investment in training that a company makes shows employees that they are valued. The training creates a supportive workplace. Employees may gain access to training they wouldn’t have otherwise known about or sought out themselves. Employees who feel appreciated and challenged through training opportunities may feel more satisfaction toward their jobs.

Addressing weaknesses – Most employees will have some weaknesses in their workplace skills. A training program allows you to strengthen those skills that each employee needs to improve. A development program brings all employees to a higher level so they all have similar skills and knowledge. This helps reduce any weak links within the company who rely heavily on others to complete basic work tasks. Providing the necessary training creates an overall knowledgeable staff with employees who can take over for one another as needed, work on teams or work independently without constant help and supervision from others.

Consistency – A robust training and development program ensures that employees have a consistent experience and background knowledge. The consistency is particularly relevant for the company’s basic policies and procedures. All employees need to be aware of the expectations and procedures within the company. Increased efficiencies in processes results in financial gain for the company.

Increased productivity and adherence to quality standards – Productivity usually increases when a company implements training courses. Increased efficiency in processes will ensure project success which in turn will improve the company turnover and potential market share.

Increased innovation in new strategies and products – Ongoing training and upskilling of the workforce can encourage creativity. New ideas can be formed as a direct result of training and development.

Reduced employee turnover – staff are more likely to feel valued if they are invested in and therefore, less likely to change employers. Training and development is seen as an additional company benefit. Recruitment costs therefore go down due to staff retention.

Enhances company reputation and profile – Having a strong and successful training strategy helps to develop your employer brand and make your company a prime consideration for graduates and mid-career changes. Training also makes a company more attractive to potential new recruits who seek to improve their skills and the opportunities associated with those new skills.
Training can be of any kind relevant to the work or responsibilities of the individual, and can be delivered by any appropriate method.

For example, it could include:

  • On-the-job learning
  • Mentoring schemes
  • In-house training
  • Individual study

Blended learning is becoming more and more popular and as a company we have seen a definite increase in this method of training over the last year. Blended Learning is the effective combination of online learning and classroom learning. Many of 20|20’s clients prefer their staff to learn on-site rather than attend off-site training programmes – especially in industries like oil and gas where it is often very impractical to attend off-site courses. On-site learning programmes like the blended learning approach, allow 20|20 to train more people working across a larger international footprint than just the UK. This makes it much more cost-effective and allows for greater process consistency.

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Business Strategy


Toughjobs is a Digital Marketing Company that Specializes in Small & Medium Size Businesses.
A business strategy, in simple terms, is a documented plan on how an organisation is setting out to achieve their goals. A business strategy contains a number of key principles that outlines how a company will go about attaining these goals. For example it will explain, how to deal with your competitors, look at the needs and expectations of customers, and will examine the long term growth and sustainability of their organisation.

The reason why having a strategy is so important is because it gives business time to get a sense of how they are preforming, what their capabilities are, and if these capabilities are able to help them grow.

Business strategy
Not all businesses get it right straight away. There are natural weakness within all organisations for various reasons. What a business strategy does is try to remedy these weaknesses so that companies don’t trip up and suffer their impact too greatly. Strategies look at these future risks and help develop ways in which they can overcome these obstacles.

Here are some reasons why having a strategy is important:

  • A well defined business strategy will offer a guide on how your business is performing internally. Also, how you are performing against your competition and what you need to stay relevant into the future.
  • A strategy can identify trends and opportunities in the future. It can examine the broader changes in market such as political, social or technological changes, as well as consumer changes, and can develop tactics so your business can modify and develop to suit these future changes.
  • A business strategy creates a vision and direction for the whole organisation. It is important that all people within a company have clear goals and are following the direction, or mission of the organisation. A strategy can provide this vision and prevent individuals from losing sight of their company’s aims.
  • Finally, by creating a business strategy a company can create a competitive advantage and ultimately understand more about themselves and where they are going.

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Compliance



Taking steps to meet your legal obligations might seem like a management no-brainer, but only fulfilling your minimum requirements might result in missed opportunities. Understanding the reasons for the various rules, laws and regulations that govern your business will help you take advantage of any benefits they offer while ensuring you stay in compliance at all times.

Compliance Demands Grow with Your Business

In its business sense, “compliance” refers to a company meeting its legal obligations, often to protect the health, safety and welfare of others. Simple examples of compliance include obtaining a business license in your town and paying your taxes. The importance of compliance is more evident as issues become more complex when your business grows. You will have expanded responsibilities regarding your workers, covering hiring, firing, discrimination, harassment, safety, wages, payroll and benefits. The way you make and sell your product and service might fall under the auspices of a government agency, such as a restaurant needing to meet health department guidelines.

Reduced Legal Problems

The most obvious consequence of compliance is that it decreases your risk of fines, penalties, work stoppages, lawsuits or a shutdown of your business. When you don’t meet some compliance requirements, such as posting an employment poster in the wrong area of your office, you might get a warning and a chance to correct the problem. In other situations, you might face costly sanctions. Failing to meet your legal obligations, such as in your manufacturing procedures or advertising methods, can also help someone suing you strengthen his case. Hire a compliance expert to make sure you understand all of your legal obligations and how to comply with them.

Improved Operations and Safety

Many business rules and regulations can help you more than harm you. For example, rules regarding discrimination and harassment help you create a better working environment for your employees, which can lead to more worker productivity. Following safety and security rules helps prevent injuries, fires or building evacuations that hurt your profitability. In addition to learning the bare minimum you need to do to meet your legal obligations, review suggested business practices at the websites of such agencies as the U.S. Occupational Safety and Health Administration and U.S. Equal Employment Opportunity Commission to learn more ways to strengthen and safeguard your company’s operations.

Better Public Relations

When you meet your legal obligations, one of the benefits of compliance is the ability to tout these on your website and in your marketing materials. For example, when you place job advertisements, include the fact that you are an equal opportunity employer. If you post your mission statement on your website, state that you do not discriminate based on race, sex, creed or sexual orientation. When you recruit new workers, highlight your company’s commitment to both physical safety and mental health by referencing key policies and benefits dedicated to proactive healthcare and wellbeing, such as extended maternity and paternity leave or free gym memberships.

Higher Employee Retention

Many business compliance issues deal with protecting employees. The more employees feel they work in a fair, professional and safe environment, the more likely they will be to stay with you. Even if you don’t harass or discriminate against any employees, if you don’t take steps to ensure none of your employees do, you can lose valuable workers. Include policies and procedures in your employee handbook that mirror your legal compliance obligations. Remember, a policy is only strong if it is enforced. Your policy should not only present the rules but also specify the procedure for dealing with infractions, such as a reprimand and additional training on a first infraction and suspension or termination for a second. Check in with middle managers or supervisors regularly to ensure complaints are handled properly.

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DIGITAL MARKETING

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  • EMAIL MARKETING
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  • PHOTOGRAPHY/VIDEO

NEW BUSINESS

  • SIX SIGMA LEAN (EFFICIENCY)
  • BRANDING
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  • PARTNERSHIPS
  • ACCOUNTING
    NEW BUSINESS START-UP

NICHE MARKETING

  • BLUE COLLAR
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COMPANY INFO

Drew Downz 1:03 am