Since 2011, I have identified a major trend for each year:
I am labeling 2014 as the Year of Analytics Management. Most of my existing clients and potential new clients have reached a point where they have a website, they have social platforms, and some even advertise on a regular basis. In the past, this might have been enough to generate a healthy amount of leads. Now, almost every single company has a web and social presence. The competition to stay visible to potential clients is increasing daily.
Say you own a 2012 Honda Accord. Say that everyone else in your city also owns a 2012 Honda Accord. Same color, same specs, same car. And for the sake of this example, let’s say that you don’t have enough money to go out and buy a brand new car. What do you do if you want to distinguish your Honda Accord from everyone else’s Honda Accord? You could spruce up the engine. You could replace the stereo. You could get a spoiler. Basically, you could improve upon the existing car to distinguish it and make it better.
The same applies for an online presence. The way to set your web presence apart from your competitors is to begin regularly looking at analytics and making changes based upon that information. Most companies have put up a website, social platforms, and ads but do not look at the analytics and continually make improvements. In the face of reduced budgets, 2014 will be the year that companies start delving into the analytics information and making small, regular updates that improve their standing in the search engines and on social platforms.