By David Walker, Freelance Writer

There’s a lot to be said for tried and tested methods when it comes to business, but it’s not EVERYTHING. Sometimes, you have to look at the cold, hard facts. Using data and statistics to guide your marketing and sales strategies are so important, and so you need effective tools to be able to do this.

Using Google Analytics is probably a given, but it’s important that you’re using it properly. By making sure that you’re regularly checking it, posting content in line with your most popular pieces and so on, you’ll be assisting in driving more traffic to your site. You can see which places you’re getting most traffic from (Social Media, other sources, and so on), and then look at getting referrals from your weaker areas. A great site to also use is Buzz Sumo. It shows your top performing content of all time, so you can effectively assess what it is which made it so popular, and hopefully recreate the same effects. You can even take a sneaky look at competitors and keywords — perfect for planning article titles!

When it comes to the actual sales being made from your online activities, it’s important to know exactly where they’re being directed from. Is your social media campaign really wowing your customers to the point that conversions are being made? Or is it that your website or other digital marketing activities are doing the trick perfectly? How will you ever know if you’re not tracking this? In these instances, it’s important to implement call tracking software, because it’ll show a different number to users depending on how they found you. That way you’ll know where your visibility is most prominent, and where you’re getting the greatest return on your investments. Plus, you’ll also be able to see where you most need improvements — always brilliant for seeing where you might be going wrong. The good news is, it’s really easy to set up, too.

The use of data is becoming more and more important in a world where to simply point and hope for the best is no longer a sustainable method. Don’t get left behind!