This may sound like a crazy statement, but I think it is needed and I am super stoked. Too many times we look for motivation and answers when we should be addressing the work at hand and look for ways to see work to completion. In 2016, I found myself constantly looking and searching for the coolest technology or tool to help me address an issue or find a way to get a better return on social media platforms. In addition, I purchased a number of books, but one book after another said the same thing and really did not go very deep. It can be a frustrating journey at times.
Well, I am here to tell you today that the best way to see results is to simply roll up your sleeves and dig in and do it. Every day I make a list of where I want to go and what I want to see. I can’t wait for the perfect analytics system or the best approach to use for social media or digital marketing. When it comes down to it, taking steps everyday and reaching toward a goal is the best approach. Now, I totally understand what I am good at and what I am not so I’m not saying I can do everything myself, but if I’m going to see results I am going to have get more involved.
I’m trying new approaches with respect to marketing and I am learning quickly what works and what does not work. This is where the real return on investment is. Anyone can point to an article, but very few people have skin in the game. I have so much skin in the game that some days it pains me that I cannot achieve results faster.
Some of the areas I am looking at is site traffic. I am seeing some huge changes since this same time frame last year. Here is what I have found so far:
Location of visitors: Local visitation is good, but a national presence is where I need to focus. Today, businesses are not land-locked and a number of company representatives I talk to are doing more business out of state than in-state. I am not there yet, but I do see our business trending that way.
Devices: In our business desktop visitation is still high because of our B2B relationships. However, there is a shift toward mobile technology and the iPhone is definitely the leading technology for our company. As a result, we are investing in a new midwestlabs.com site. (coming in 2017) Overall mobile visitation is up 25% over the same period last year.
New versus Returning: New visitation is up over last year 7.39% and returning is down just slightly, -.33%. Obviously, it is critical to keep returning visitors and continue. I think these numbers will drastically change next year with a new site.
Age: This area was an eye-opener. The area with the most visitors was the age group 25-34 followed by 35-44 followed by 45-54 followed by 55-64 followed by 18-24 and finally 65+. This information really showed me that there is a definite shift in age with respect to people accessing our website.
I am done writing about the debates of whether people should use content marketing, social media, traditional media or attend trade shows. The goal here is to ultimately accumulate more business and develop a formula that can be applied and worked at everyday. The information above helps support the direction I need to continue to go if I am going measure our progress with respect to marketability.
At Midwest Laboratories, fall soil testing is an area where sample volumes go up significantly. Our three-day turnaround time on analysis has been in place for the past 20+ years. Each year we continue to make advances to insure we can keep up with sample volumes and insure clients continue to receive results they need to make decisions with respect to fall fertilization and planning. Right now, we continue to work with our agriculture retailers to supply them with sampling supplies in the areas of soil bags and (new, reinforced soil boxes). In addition, we offer tremendous shipping discounts to help keep costs down when shipping heavy boxes, often 40-50 pounds. That’s the process.. The value to our clients is we can send this information to them by email or directly to their own systems through a webservice. In addition, our staff runs several quality checks around the clock to insure results are accurate and defensible. All of these factors have helped Midwest Laboratories serve clients nationwide. It is not unusual to receive 10+ or 20,000+ samples in a day during the fall.
As you can see I am looking at building more momentum into my marketing and I believe it is time to tell more about where marketing fits with respect to our business.