Every month, the second point on my goal-list is to write a blog post and send a newsletter. You will be quick to note this never has been done. Client work always gets the priority. But it should not, not always.
Usually, when I get access to a Google Analytics account, I quickly try to find out how accurate (or polluted) the data is. Most of the time there is some spam traffic in Google Analytics. For smaller websites, it sometimes accounts for up to 30% of the sessions!
The side effect of spam traffic? You can’t really rely on any general data. It will corrupt your general understanding of the visitor profile. Let’s fix this.
Hey, Bonjour, Salü zäme! Long time no see! The summer is always a busy time… away from the screen. And that’s good.
One year as a freelancer
The first year of my odyssey (!!!) as a freelancer is now over. A quick look over the shoulder helps to see where you’ve come from. And can give you hints and indications for the direction you should be heading.
- The business didn’t grow as fast as I planned, but it is heading in the right direction.
- Volunteers work for Museomix and the Swiss Tech Association is time-consuming, but it is defenitively worth it. #Fun #Networking.
- Nothing is easy nor fast, but perseverance and hard work pay off.
Last year I published an article on how to start your online communication, for free. But the hardest part are not the tools. What seems to bring the biggest struggle is the Digital Communication Strategy:
- What should I tell my clients?
- How should I say it?
- To whom must I broadcast my message to?
A Digital Communication Strategy is just an extension of your “regular” Communication Strategy. It should be included in the latter one. Most elements will be the identical, actually only the goals, channels and KPI will be different.
A year ago Xavier contacted me to launch the Swiss Tech Talks in Basel. I saw it as a great opportunity to meet new people in a new city but I didn’t really forecast the workload which would be linked to it. Anyway, it was great fun and there will definitively be a Season Two!
Only 2 talks were held this season. 3 had been planned but I had to cancel one. I guess these are the “problème de jeunesse” which you should expect when creating something new. Let’s try to improve for next year.
Building your company is great. Well… not always. Specially if you are building your enterprise from the ground up and alone. No one is there to tell you what to do. No one to listen to your struggles.
“What about friends and partner?” you will ask. They are of great help. They will support as much as they can. But when they are not entrepreneurs themselves they can’t fully understand your daily struggles. But that is totally ok, and normal.
Your website is up and running, the design is sleek and the first visitors flow in. 10, 100 and now 1000 unique visitors per month. But wait, with how much visitors per month should you be happy?
Tracking the number of visitors is pointless if it is not correlated to the conversion rate (and your business goals). 1000 people visiting your page and leaving without having taken any action are worthless to your business. Tracking form submissions can help in this case.
Ok, you have spent some money on your website, and now you want people to visit it? Often it doesn’t happen exactly like this. Mostly because your website is lost between over 1 billion of its siblings. But then how can you reach and attract your potential customers?
For this you need to first understand the online customer journey of your potential client and his way down the conversion funnel.
To start, this is a generic, high level customer journey.
Note: You could add several steps in here. I’ve skipped them for more clarity. I think I’ll anyway make a series out this topic, since there is a lot to add to it.
Are you a hotel owner and get most of your reservation through Booking.com? Does this Online Travel Agency (OTA) represent 80% or more of your revenue? This is a risky strategy, but it can be improved by diversification.
Recently I wrote an article about local.ch and it usefulness in your Digital Strategy. Turns out, there might be much better investments if you want to be found online. But then, how to rank higher on Google (Maps) will you ask? Some Local SEO tips and the registration in Google my Business will do the trick.
Here are a couple of steps you can take as a first improvements.
Do you have your own company? Does your business rely on digital data? Having a serious and solid backup strategy is a MUST. A lost laptop or a broken hard drive happen all the time. As a freelancer, the head of IT is you. This means you are responsible to take care of your data and the data of your clients.
Local.ch, and search.ch are among the most used websites in Switzerland. As a small business owner you will be rapidly confronted with the question: Should I pay to add a link or a logo on my local.ch entry?