By Julia Short on Jul 20, 2020 7:16:09 PM
We got the chance to chat to Louis Garcia from Media Garcia about how to show value for your clients and how to use data to grow your business.
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Media Garcia is a HubSpot Solutions Partner focused on creating growth strategies for small tech/e-commmerce businesses.
Q: Working with small businesses, it is important to show value quickly. How do you do that? What are your methodologies?
Louis: We call it quick wins. We identify what the quick wins are for our customers through a series of conversations about their goals, their challenges, where do they get stuck, where is the friction in their marketing and sales process etc and see what we can do that's very simple which can make a big difference for their business.
In the small business community, over 50% of businesses which are fewer than 10 employees are not even using the CRM. Usually these are missed out because HubSpot or other agencies don't focus on them.
One thing which we did that made a huge difference to a chiropractor business was to implement meeting links. They were still doing the back forth over emails and via calls. So when we discovered this in our discussions we thought that we definitely wanted to empower this client with this tool.
Q: I know that you're big into tracking data. So, what metrics do you think are key to measure?
Louis: Yeah, I love data! We look at the usual suspects: traffic, leads and customers. These are fundamental metrics that all businesses should be tracking.
However, usually with businesses with fewer than 10 employees, there isn't a dedicated person to look at what the website traffic is or how many leads are coming in through forms.
When we do the discovery process with our clients, we will expand on that conversation a bit more. We say, "Look, what we have found in our experience and what we know from other industry participants which are similar in size to you, we have a sense at where you should be in their traffic." For example. You may be at 500 hits a month but we think you can be at 1000 and here are they are the tactics to get there.
Most importantly, is to put in the habit to put look at the data. Data is only as good as how often as you look at it and if you use it to make decisions.
If it's something you're only looking at once in a while or ad hoc, chances are, it's not going to make a difference for you. It's really important to look at your data week by week. This is something me and my co-founder do week on week:
- We look at our dashboard to see where we are at:
- Website sessions
- Online leads
- How many offline leads did we add into our portal?
- Other financial and productivity metrics outside of marketing and sales
- We have a conversation around: did we hit our goals? Did we miss them? Should we change something? If we keep hitting the goal, should the goal more ambitious or should we create a different goal?
A lot of people without that marketing expertise tend to do a lot of things without moving the needle for their numbers.
We are huge proponents on being laser-focused:
- Pick one metric.
- Perform a bunch of tactics which you think will improve that metric and measure it and see if that hypothesis was right or wrong.
- Then continually improve based on what you're seeing.