Eu acredito que definir as interações e analisá-las representam as etapas mais desafiadoras, especialmente quando não se conta com o auxílio de tecnologia e plataformas de rastreamento. É preciso realizar essas tarefas manualmente ou utilizando ferramentas gratuitas disponíveis na internet.
I guess the interactions they want to track, usually people think that lots of followers = success when they don't realize that some more valuable interactions generate the converstions they're chasing.
As a new digital marketer working at a company with an undefined marketing process, two steps will be very challenging: defining the interactions I need to track and implementing the initial tracking features. After completing the preliminary work, implementing steps 3-5 should be straightforward.
The most challenging step for me is implementing tracking. This is a new process to me, so learning how to use the tools to gather data and then organize the data seems complex. Like anything, it may just take some practice to see the simplicity of it.
I would say that the hardest thing to consider would be using the segmentaton to nature because that means I would have to corectly implement all the other steps. In adittion to analyzing them to upgrade segmentation
Analyzing and reporting how people are behaving on your website.
Why?
Because it requires thorough observation and insight drawing. Also, the analysis and report test has to be run a couple of times to increase the result accuracy ratio.
I'm currently in charge of managing a home/handyman services website that is operating on a local level. Below, I'm applying some insights into the challenges we're encountering, according to the fundamental 5 steps of behavioral marketing.
Defining the interactions you want to track: The website has a relatively small amount of traffic and user base on a monthly/weekly basis. Also, the interactions are pretty straightforward because customers are directly searching and calling for a service – it's a "last-minute action" from our customers' side. The most relevant interaction defined to be tracked is "calls" initiated by our potential customers.
Implementing tracking: So, in order to separate the converting customers from those who are just visiting, we established conversion tracking of the calls through all channels and platforms to be able to gather data.
Analyzing and reporting how people are behaving on your website: We use GA4 to track and Google Spreadsheets to report the results. It's a simple way of tracking, but it works quite efficiently for the specific business needs.
Using this information to segment your contacts: The biggest challenge here is the small number of audiences and Google's limitations in terms of audience definition. Here we face difficulty separating the visitors and callers from the overall audience interacting with our ads. For that reason, we're implementing a strategy and tactics to increase organic traffic and listing for specific categories to optimize the cost of paid channels.
Using your segmentation to nurture: By analyzing the data, I spotted seasonality in the search results, page views, and received calls for specific services. This helps us identify which services could be promoted by campaigns outside of the search network, which season/month to promote, and for how long to promote them.
Analyzing and reporting how people are behaving on your website - Understanding user intent on a website can be difficult because it might be difficult to determine the reason for a sudden drop in interaction.
