Want to Grow Your Business and Stop Wasting Resources?
If yes, you came to the right place and will want to listen to this podcast interview!
I know you will find my guest to be a wealth of information related to helping you grow your business to the next level and stop wasting resources you may not realize you are wasting.
Business owners and marketing executives of small to medium-sized companies hire Philippa Gamse to find actionable insights in their digital analytics, and to make recommendations that will grow their business and reduce wasted spending, because many owners are missing those “hidden gems” she helps you find. She has over 20 years of experience in translating the metrics into creative ideas to move your business forward and creating effective, data-driven digital strategies designed to achieve your goals and maximize a return on investment - and all in understandable English, not techy jargon!
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Aim for what you want each and every day!
Anne Bachrach
The Accountability Coach™
The Results Accelerator™
I’m the author of many books, including, Excuses Don’t Count; Results Rule, Live Life with No Regrets, No Excuses, The Guide to Stopping Procrastination, The Power of Visualization, My Gratitude Journal, the Work Life Balance Emergency Kit, and The Roadmap To Success with Stephen Covey and Ken Blanchard, and more.
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I’m the author of many books, including, Excuses Don’t Count; Results Rule, Live Life with No Regrets, No Excuses, The Guide to Stopping Procrastination, The Power of Visualization, My Gratitude Journal, the Work Life Balance Emergency Kit, and The Roadmap To Success with Stephen Covey and Ken Blanchard, and more.
Aim for what you want each and every day!
Anne Bachrach
The Accountability Coach™
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(upbeat music) - Hello, and welcome to the Accountability Coach podcast where we discuss proven business success principles related to helping you make more money and work less so you can enjoy having your ideal business and ideal life. This is Ann Backrack. Today we have a special guest with us who I know you will find to be a wealth of information related to helping you grow your business to the next level and stop wasting resources you may not realize you're actually wasting. Business owners and marketing executives of small to medium-sized companies hire Philippa Games to find actionable insights in their digital analytics and to make recommendations that will grow their business and reduce wasted spending because many owners are missing those hidden gems that she helps you find. She has over 20 years of experience in translating the metrics into creative ideas to move your business forward and creating effective data-driven digital strategies designed to achieve your goals and maximize a return on investment and all in understandable English, not that techie jargon that we don't know or don't wanna know. Welcome, Philippa, we so appreciate you joining us. - Thank you, good morning Ann. - To get us started, give us an idea of basically how do we know whether our website is performing optimally or not and why should we care? - Well, you know, honestly, why you should care is because you're presumably spending some sort of money and resources on having a website and if you don't know how it's performing, all of that is just going out into the ether or you're shooting in the dark with everything that you're spending. So just from that very basic perspective, it would be nice to know that if you're spending money, you're getting something back from it. But obviously beyond that, I certainly know that analytics can be very overwhelming and intimidating and I know there are plenty of people who find that and I totally understand it, but it's also possible to really understand what's going on with your site beyond, you know, the vanity metrics of how many visitors do we get to? What do those visitors actually do when they're at our website? And therefore, what can we do to run our business better? And we were talking as we were getting ready for this, for the interview in my consulting experience. So this is what I do. I help people understand what their analytics is telling them in terms of their strategies. We've actually found, you know, ideas, insights that have led to changes, even new products and services or new target markets, that you wouldn't have been aware of before without looking at those numbers and looking at the characteristics of what's going on. - And I think that's really important because really taking a look at the analytics that we may have been ignoring all this time, even though we had a website just like you pointed out so accurately and eloquently. - You know, what is the analytics telling us? What do the numbers say? And I think that's really important to say, hey, maybe there's a new product or service or something else we could be doing, someplace else we could be directing them, someplace something else we could be offering them that would be of value to them and obviously make us money. - Right, let me, would you like an example of that? - I'd love an example. (laughs) So, you know, and depending obviously on what's on your website, so I know you've got a range of listeners and some people may have an actual e-commerce site and some people may have a site that's kind of more, you know, content to position them as experts in their area. But if you have a lot of either products or content on your site, it's a great idea to have a search engine, you know, that's actually on your site. So we're not talking about Google now, we're talking about the search function when people get to your website. And one of the things that you can do is to track what people put into that search function, right? What they actually type. And this is amazing market research that so many people don't take advantage of because it tells you all sorts of things. Firstly, it tells you what words people use to describe what they think you can give them, right? What they expect to find. And that's really important because if you're in an industry where you have lots and lots of jargon, every industry has jargon, right? Some of it's more technical than others. But I know you said you've got listeners in the healthcare industry and financial services, for example, maybe in technology. You know, all of those industries can be very jargon heavy. And if you're listening, if you're, sorry, if your visitor is not familiar with your industry jargon, then you might have all sorts of stuff on your website that they don't understand. It may be coming up in search engines, but that's not the searches that they're doing 'cause they don't know those words. So just looking at what words, literally what words do they use to describe what they want from you. You can change your copy and perhaps your search engine strategies to use those words so that you attract them to your site. You know, at that point, you can then introduce them to your jargon if you want them to understand it, right? So what words they use is one. And then what are they actually asking you for? And if they're asking you for products or services or help, which is within your area of expertise, but that you don't currently provide, right there is an invitation to say, is that something that we could provide? And I've certainly worked with clients where we've created whole new product ranges, eBooks, anything, some of which is free, some of which is not obviously sold, but based on demand that we've seen, looking at what people are putting into that site search. I mean, does that make sense? - Yeah, no, absolutely. The other thing that I'm wondering when you're talking about, what are the words that are people using to find us? What about words you would like them to use to find you? Do you understand my question? - No, I have a favorite story about this. Should I, this is a little while ago, somewhat, well, actually it was a long time ago. You know, when I was starting out, I used to do some search engine optimization myself, which I don't do now. I mean, I do the strategy work now. You know, there's lots of specialists in different areas now. But I was working with an association of plastic surgeons. And on their website, they had a member database, and you know, it was a member benefit, because what they were trying to do is to get lay people, you know, regular consumers to come to the site and look for a surgeon in the area, right? And they said to me, can you please optimize or get us to rank high in the search engines with a search term, rhinoplasty? And I said, yeah, I can probably certainly do that, but I wouldn't advise it, because your average consumer is not going to go to Google and put in rhinoplasty as not the way we think about it, right? We think about a nose job, yeah? And they said, we don't want to come up in search engines for nose jobs. We're professional surgeons, you know, we do, and we want the proper word. And I said, yeah, but you can't do that, because as I said, people won't search for rhinoplasty when they come to your website, you can say, and those job is actually officially called a rhinoplasty or whatever, but I've always really enjoyed that story, 'cause I think it's a perfect illustration of what we're talking about here. - That is a great example. And yeah, most people, I wouldn't even think, would want to put in rhinoplasty, it's just easier to tighten nose job even, right? So to just get started, where would I look for improving opportunities on my website? What is like the first thing I should do, or where should I look? - So something I really want to emphasize is, you know, it's not easy to get into. A lot of people use Google Analytics, there's Adobe Analytics, right? When you go into those tools, the interface can be a bit daunting, and you know, I'm certainly the first to admit that. And you know, we're talking right now to business owners. I don't think that you have to feel like you have to be able to look at the raw numbers and understand them. You should have somebody who can do that for you, if that's not something you want to play with. But your responsibility as the business owner is to really, really understand your business and what you want to be doing, what you want to be achieving. And I have to be honest, that there's actually quite often, I meet people who can't entirely describe that really well, like, you know, what are the outcomes that we want? Who are our target markets? I mean, you've got to be able to tell your analysts exactly what, you know, the answers to those questions, because then the analysts can look at the numbers and start to hopefully come up with some insights and interpretations. But so basically, looking at your website and going, what is it we want to be happening here? And obviously, if you're making sales on your site, then that's the big one. But there are lots of other places where there might be things that you want to happen. So most people don't come to a website and buy something immediately. Most of them sort of look around. Who is this business? Who is involved? What kind of content do they have? What can I read about? What are they saying? So how is that content engaging people? And within the content, where are your calls to action? So for example, lots of people might have a blog. I've seen this a lot, right? People have great blogs that talk about how to use their products, feature, maybe even pictures of users actually working with products and so on. But then there's no link that takes you directly to OK, buy this product now, or call us, or fill in our lead form, or whatever it might be. So it's not just the direct sales. It's all the things that you want to happen. And for you, one of your things you're going to have in your website is podcasts, all of the episodes that you've recorded. Do you know how many people listen to each episode? And whether or not they completely listen to the episode, whether they listen to the first 10 seconds and walk away, or whether they actually consume the whole episode. Because even if you have content, and you can do that, you can do that with video, right? So you really get to learn what about what I'm producing, engage as visitors, and ultimately leads them to take action, and what doesn't. So being able to understand what it is you're trying to get to as the business owner, from my perspective, is the key to getting good results from analytics. And then if you want to, and you want to actually get into the numbers yourself, you can do that. And there's plenty of material online that if you're not familiar with the interfaces that will help you with that. But the key is what are we looking for? Because once you know what you're looking for, then the analytics will tell you, how many people complete a call to action that you might have. As I said, how many people completely watch a video, or listen to a podcast, how many people go to a critical page where you're selling something, how many people click on your calls to action. And also, in terms of your marketing spend, what's working well for you? So where are people coming from to get to your site? If you're paying for that, like you're paying for social media ads, or you're paying for somebody to do search engine optimization for you, for example, are you getting enough traffic from those different channels? Which channels work best for you? I mean, maybe you're doing great on TikTok, but not on Instagram. You need to know that kind of stuff, right? Because you're spending money. And that's back to that question you asked me in the beginning. Why should I care? Because if you're spending money on doing stuff like that, obviously, you want to know if it's paying off. And that means more than just how many people are coming, it means are the people who are coming the right people, and are they doing what you want them to do, right? We'll be back after a quick break. AI is changing the game of business. Will you be on the winning team? I'm Jordan Wilson, the host of the Everyday AI Podcast. And your coach to help you learn the x's and o's of AI. Artificial intelligence isn't just a new player in the game, it's a new sport altogether. So if you don't quickly put AI into play, your competitors will run up the score. I've spent my whole life building winning teams from coaching basketball to working with big players, like Nike and Jordan Brand. My next move, helping you win with Everyday AI. Listen, wherever you get your podcast or on everydayaipodcast.com. Let's tap into AI together and put points on the board. Now, as you're talking, I'm thinking, wow, this is so interesting and fascinating and really diving into all the numbers and what can really be of benefit to us. Now, that being said, on the other hand, I really, the people that I coach anyway, I really recommend they do what they do best and delegate everything else. So the question then becomes, what specifically do we need to look for in a consultant, such as yourself, to help us so we're not getting stuck in the weeds and doing things that we can delegate to somebody else who's an expert to help us. So what do we specifically look for in a right fit for somebody to help us do this? You know, my answer to that, obviously, I'm biased, but is you're looking for an analyst who is going to ask you the questions that I'm asking? So instead of jumping off the bat and saying, right, I'm going to give you a weekly report of 50 dashboards on it, which you don't want, you know, or I'm going to tell you how many visitors you've got, which really isn't the point. I would be looking for somebody who immediately sits down with you and says, tell me about your business. Tell me what you want to know. Tell me what you're trying to do. Tell me who you're trying to reach. Tell me what your goals are. Talk at me about what's happening, what you're happy with, what you're not happy with. That is, and somebody who you get who really understands that. Now, I would say, I do get asked, you know, have you worked a lot in our industry before? And I actually honestly feel that that's not, that's not, it's not terribly relevant in the sense that. I've worked with a lot of different industries. I always feel like, you know, you, the business owner, are the expert in your business. I can never know as much about your business and what you're trying to do as you do. I am the expert in how to then look at numbers and figure stuff out. And when we put that together, we've got something pretty powerful. So, to be honest, I don't think that having somebody who's worked for years in your specific industry is a key requirement. But having a really good ability to ask business strategy questions. And then hopefully to explain things and ways that make sense to you that you feel comfortable with and to make recommendations. 'Cause obviously you don't need to come along and say, look, you've got five visitors more this week than last week or whatever it is and leave it at that. You want me to be able to say, so what? So what do you think I should do next, right? - Oh, absolutely. I mean, I would hope that that person would be analyzing the numbers enough to make recommendations on, hey, you need to maybe think about this product or server. So you need to create this e-book or this lead magnet or this free thing or, like you said, this may be formed for them to fill out or whatever it would be, I would think that would be really key. - Right, but it starts with, like I said, asking some really, really good deep questions about what are you trying to do? - Absolutely. And I think you're right in the sense that a lot of people can't definitively, clearly articulate exactly what they're trying to do, what their goal is, what their mission is and where they're headed in a way that probably somebody like you would 100% be able to then do something with. So you might have to dig deeper into really getting to that information, right? - Right, and the key thing about that is, your goal for your website isn't necessarily, I wanna get thousands more visitors, but the point is you wanna get the right visitors who are likely to do what you want them to do. So that's why it's so important to be able to define that. - Makes total sense to me. So I'm assuming then a web quote, and I'm using air quotes here, a web designer would not be the same as somebody who really reviews the analytics. They're not one in the same typically, right? - No, and that's a great point. And I should say these days, the technology of implementing analytics, which as I said, I'm trying not to talk about because I want business owners to think about their business. But I think you need to be aware that it can be quite complicated. So I said you can measure some pretty cool things. Like you can measure how far people watched on the video. You can measure how many people started to fill out a form and then dropped off, which might tell you that your form is too long or asking the wrong questions or whatever it might be. But sometimes the back end technology of doing that is a bit complicated. And somebody like me also has the technical skills to be able to code tagging in order to measure that. And there's a way for me to be able to code that tagging without touching the website coding itself. It's called Google Tag Manager, but I don't want to get taken on here. But in other words, somebody like me is also actually probably going to do some coding for analytics tagging. Now, when you're redesigning your website or having major changes done to your website, it's actually a great time to bring in an analyst because you might well set up aspects of the way that the site is put together that makes analytics more difficult, more challenging. A lot of times, for example, if you have a third party vendor, so you might have a booking agent programming built into your site. But it actually comes in from the third party vendor site. And it's embedded into your site. That can cause all sorts of problems from an analytics perspective, because you want to be able to follow the visitor all the way through their journey, including the piece out on the third party vendor site. So it's a great idea to bring in an analyst at that point, because the designer isn't going to know that stuff, in order to set up, if possible, the whole thing so that the analytics will flow, rather than having to come in later and say, you know, spend a lot of time trying to fix this and figure it out. I love the differentiation between that. So that really does help us be a little clearer on that. So if I were to search for an analyst, again, such as yourself, what would I be searching for? Do you mean literally what keywords would you be using? Yeah, exactly. I would probably look for something like digital strategy, consultant, digital analyst. I mean, you know, it depends on whether you want somebody who is going to be doing a really good job at visualizing the numbers for you, but not necessarily so much of the, here's what I think you should do about it, because obviously that goes to strategy. The thing I love about actually doing an analysis is that, you know, there's the whole geeky part, like I've just talked about, you know, the coding and all that stuff. And then there's the creativity. So the bit where I get to sit with my clients to say, what about if we created this whole new e-book or this whole new product? So what about if we went after this totally different target market? And that's not geek, that's creative. So I think it's a wonderful combination. So, you know, maybe when you're looking for somebody, you want to see if you can figure out whether they're more geeky in which case, are they going to be able to come up with the suggestions and the recommendations and the stuff that's got real creativity to it? That's a really, really good point. So you want a combination of creative and geeky. So if I were to, I think that's a really good point though. So if I were to ask a question to see if the geek was creative, what question would I ask? - Well, I mean, you know, hopefully you're gonna look for somebody with some experience. 'Cause I mean, if they're really starting out, then they should be working somebody else to get the experience. So you, I mean, I think you can ask them, you know, tell me a couple of stories about ideas you've had with your clients, things that you've done with previous clients, you know, that demonstrate where you've gone into whole new areas or whether you found something that's a really important insight and what did you do about it, right? - That's a good way to look at it for sure. Now, speaking of that, I'd love for you to share another example or two where the analytics and the creativity made a tangible difference to a business that you were working with to help us put this all together. - You know, can I tell her, well, I don't know if it's in your audience area, an industrial, I had an industrial manufacturing client, will that work? - Yeah, just give us an example, and I think it could work because again, the process is the same as I understand what you're saying. So regardless of the industry. - Yeah, I had a client I really enjoyed working with. They were an industrial wax manufacturer out in Wisconsin. And so they made, you know, in waxes for use in different processes, which they sold globally. And, you know, so we're talking about beeswax, duckwax, et cetera. And they had done a lot of SEO search engine optimization. So they came up really well in search. And what we, but they were a few, a B to B company, right? And what we realized from looking at what was going on was that because they came up well in search, a lot of consumers who were looking, you know, to make their own candles would do a search for beeswax and then come and then of course, when they got to the site, it said, you know, we should be to be industrial level. You know, we don't sell bits and pieces of beeswax. And they'd leave, but there were a lot of them. There were a lot of them. And in the end, my client said, you know, we could do this. And they actually set up a whole operation where it sent people, they created a separate, small e-commerce website. But obviously there was something from the main site that sent people to the new site. And basically it was a consumer site that said, if you want a small amount of beeswax to make candles, we'll sell it to you. And it basically ran itself. I mean, they were already doing really great in search and then people could come along and, you know, buy a small amount of beeswax or darkswax or whatever. And I guess they had a couple of people on it too. But, you know, it really wasn't a big deal in terms of fulfilments and so forth. And it basically ran itself. I mean, you didn't need to update that site very often because the products are essentially the same the whole time. And it was very successful. So, you know, but it was really because we could see from the analytics a number of people coming, leaving and it was pretty clear why they were leaving. - That's a great example. Any other examples that you'd like to share? - Yeah, really simple stuff. Again, from the site search, we, I mean, I had a client that sold engineering parts. And again, I, sorry, this is, I know this, I'm talking about industrial B2B examples, but again, as you say, it can be applied. They were selling engineering parts and they had a lot of people coming and doing searches and leaving. And they realised that it was very, very simple, but without really thinking about it, they would never have figured it out. People were coming and doing a search by part number. And as parts or components got replaced, they would get a different part number. But if your customer didn't know that, they would search for the old part number and it would say we haven't got it and the person would leave. And it was a really simple solution, obviously, once you realise, which is we need to look up table. So if there was a previous part number and now there's a new part number, we should be able to provide that. You know, or if the client or the customer spells it wrong, you know, when you spell something wrong in Google, it says, did you mean? Which is called a synonym kind of search. And, you know, setting, adding that. So adding a look up table, adding a synonym search. And again, this applies to anybody that's got, you know, people might be searching for something and then they might have changed or they might spell it wrong. What you don't want to do is say we haven't got that. You want to see if you can match what they're looking for because you probably do have it, right? So just some really simple stuff. If people are putting stuff into your search and not finding it, is it really because they shouldn't find it? Or is it because they can't find it and you need to do something about that? - Those are really good examples that helps us, at least me, understand a little bit more about how you can apply this process really to anything. Now, the curiosity, are there any AI resources that can help us in what we're trying to do here? Whether it's with our website or whether it's with analytics, because there's so many AI resources and tools out there today. Do you have any recommendations for us? - You know, it's funny. I mean, I was actually talking about this with a group of practitioners yesterday. I got approached last week by a company in the UK that's making an AI tool to help people and they're asking me to help them test it. And you know, the problem is AI tools can help you with basic questions. Like if you want to say, you know, what's the percentage change of visitors from, you know, this month to last month, you can, in fact, something like Google Analytics even has that somewhat built in, you can ask it that, right? So, you know, can you make me a bar chart of that and it will make you a bar chart, right? So if you want to interrogate the basic numbers with AI, you can do that. The issue is the piece that we've just been talking about, which is the so what? Yes, it can tell you what the numbers say, but it can't tell you what to do about it necessarily. And it can't, I mean, it would be very complex to build an AI tool that would understand the nuances of your specific business, right? Which is what we've been talking about. And what I'm emphasizing. And so in the practitioner chat that I was having yesterday, you know, the conclusion was exactly that, that yes, it can help you understand basic numbers and trends and patterns and so on. And that's helpful. But if you want to go beyond that and say, so what do we do about this? That's going to be a lot harder for AI to put together because it really is so much, you know, it's different for every business. Absolutely. And you have to be able to think through all the nuances of the data to be able to make the creative recommendations. So AI can basically do the geeky part mostly. But at least not yet in our world, can it do really the creative processing of that geeky data to come up with ideas, solutions, recommendations that can help us really understand all the numbers and turn that into possible other paths of revenue or additional revenue or whatever it is we're looking to accomplish, right? And one other thing that I would like to emphasize is, you know, we talk about numbers, but there are two types of analytics. I mean, there's quantitative analytics, which is the numbers and there's qualitative. And qualitative is the piece that the numbers can't tell you, which is why, why did this happen? Why did people do that? Why didn't they do that? And actually, in addition to all of the stuff that we've been talking about, going back to old-fashioned stuff, there is no substitute for talking to your customers and asking them those questions, you know, what do you like? What do you not like? What's working for you? What did you not find easy, et cetera? Because all the numbers in the world can't replace that kind of conversation. So the numbers can flag to you things that perhaps you wanna track down and figure out what's going on. But at some point, you have to bring in people and customers and visitors to tell you what's going on as well. - Absolutely makes perfect sense to me. Any other parting words of wisdom that you'd like to share with us and impart your wonderful knowledge on us as we go through this learning process for us, actually. - Yeah, honestly, I'd like to really, I'm actually in process of writing a new book, which I'm hoping will help business owners. You know, it can be intimidating. Like I said, a lot of people hate numbers. I hate numbers myself. I hate doing all my accounting and the taxes and stuff. I'm hoping that what we're getting across here is that there's real value to be gained from delving into some of this stuff. And there's nothing wrong with getting help to do it because it's not your expertise and you don't want it to be your expertise. But please, please, if you haven't yet, try this for your site, give it a go, find somebody who's not scary and see what you can get out of it. - Yeah, and I would highly recommend people delegate again to an expert because you should only be doing what you can do and can't be done by somebody else and delegating everything else. So I highly recommend that this is something you absolutely should and could be delegating to an expert to really help you up your game and really help you make it to your next level of success. This could be something that's super key and it doesn't have to be a huge impact financially on you, but it could be just something that Philippa could take a look at, for example, or any other analyst and say, okay, if you made this little tweak, these things could occur and things that you hadn't even thought of yet. - Yeah, yep. - And then you have a free e-book. Can you tell us about that? - Yeah, so it's on my website, which is websites.win.com. It's called "Five Hidden Gems." I can't remember if I've told stories out of it this morning, but it's designed to do exactly what we're talking about, which is inspire business owners to say, I wonder if there are things that I should know about my site that I don't know. It's, again, there's no techy stuff in it, there's no charts, there's no jargon, but it's five stories from my actual experience of transformational change that we've made to businesses or website strategies that have generated big success based on insights that could only have been gleaned from the numbers. In other words, just looking at the website from the front, you would never have known what led us to make those changes. And the book's free, you can pick it up, it's designed to give you some thinking and hopefully inspire you to give it a go. - I love that inspiration of taking a look at stories that really would be, wow, I would never have thought of that. And that's what you as a business owner really wants. I mean, you want somebody who's gonna say, whoa, I would never have thought of that by an analyst like you who can really make a difference. And really, like I said, up your game and grow your business to being the ideal business and having the ideal life that you've always wanted. So if you go to her website at websites.win.com and I'll put it obviously in the show notes, check it out and hopefully that will give you some inspiration to get Philippo or an analyst to really help you make those changes that can move the needle for you in your business and your life. Thanks again, Philippa. I really appreciate your very valuable insight and your time that you shared with us today. - Thank you so much, that was fun. Are you ready to take your business to the next level? Get the proven strategies and resources you need for massive success. Subscribe to my blog now by going to accountabilitycoach.com/blog and start transforming your business today. And after investing your very valuable time with Philippa and me, I hope that you gained some insights and ideas that will propel you to even greater heights in every facet of your life. I salute you for your hunger for more, your drive for wanting to be even better and your unyielding commitment to becoming the architect of your destiny. Share the wisdom by passing on my accountability coach podcast to help ignite others, which can be found on most podcast platforms and in most English speaking countries and subscribe to the accountability minute for daily guidance. And always remember to aim for what you want each and every day. Until next time, make it a great day today and every day. I appreciate you listening. (upbeat music) (upbeat music) [BLANK_AUDIO]
Want to Grow Your Business and Stop Wasting Resources? If yes, you came to the right place and will want to listen to this podcast interview! I know you will find my guest to be a wealth of information related to helping you grow your business to the next level and stop wasting resources you may not realize you are wasting. Business owners and marketing executives of small to medium-sized companies hire Philippa Gamse to find actionable insights in their digital analytics, and ...
