Because they have fewer resources than multibillion dollar corporations, it can often be a fine line between success and failure. Small business owners are both financially and personally invested in their business.
Also, successful small businesses recognize they can’t be everything to everyone, so they focus on a niche market, and really cater to this group.
The most successful small business owners are involved and adaptable. Because they’re directly involved, they are listening to their customers and being adaptable by incorporating their feedback into the company. (ie. A Physiotherapy Clinic’s clients comment that they find it challenging to make daytime appointments; the clinic adapts and offers appointments two evenings per week.)
They also outsource. Everyone has strengths and weaknesses, but successful small businesses outsource the areas in which they’re less skilled (or dislike!) as soon as they’re able to. For many small businesses this means bookkeeping first, then marketing.
Small business owners do not always have answers to questions, but they know the right questions to ask. They’re curious and constantly learning – how to improve their business, adding new skills, and staying abreast of developments in the marketplace.
But there is one thing people rarely talk about when discussing how a small business and the small businessperson behind it created the company’s success. It is really surprising that this key element is left out, especially when it offers such huge opportunity, at very little (or no) cost. And truth be told, it drives me NUTS!
I know, this doesn’t seem exciting, and may even seem intimidating if you don’t think you’re a “numbers person” or a “techie”. If it makes you feel better, I’m neither a “numbers person” or a “techie” and I can do all the tracking I need for both my company and my clients’ companies. (or organizations)
- You’ll know how many people visit your website.
- You can see where in the world website visitors come from.
- You’ll see what pages have the most visitors, what pages people stay the longest on, and which ones most people leave your website from. (so you can change the information on your website to be more engaging and keep people longer)
- You’ll be able to find out (measure with actual numbers!) what marketing is working best. (and what not to waste your time on)
- You’ll be able to see how people find your website (ie. through a Google search, referred from another website, type in the url directly)
- You’ll see what words (“keywords”) visitors to your website used to find you. (so you can use those words more often (“optimize”) or choose to use other less-used words)
I could go on, but these are some of the main reasons why small businesses that track their website statistics are more successful. They’re armed with information and they use that information to improve their website pages, product offerings, and more.
There are a number of website tracking services out there, but the most popular is Google Analytics. Google Analytics is a free service that generates detailed website statistics. It’s the most popular website statistic service and is intended for a less technologically-minded person. (if I can use it, so can you!)
Over the next month I’m going to share more information with you on Google Analytics in two articles. The first article will show you step-by-step how to install Google Analytics on your website. (Note: Email me if you want me to do this for you ASAP.)
The second article will show you a basic “how-to use Google Analytics”. It’ll highlight the areas that will be most beneficial to look at and track and will walk you through step-by-step how to do so.
By the end of these two articles you’ll be able to install Google Analytics on your own website, you’ll understand how Analytics works, what it tracks and what that means, and will have a basic understanding of how to navigate Google Analytics.
In the meantime, feel free to sign up for my newsletter to receive both these articles directly to your inbox.