USING SEARCH DATA FOR BETTER BUSINESS STRATEGY AND STRONGER CUSTOMER ENGAGEMENT
The following example formulates a business strategy for a hypothetical bed and breakfast (B&B) in Sonoma County, California. (We take a closer look at some of the tools available for conducting this research throughout this chapter and you can find a comprehensive list of resources at MarketingintheAgeofGoogle.com. See Chapter 4 for more details on the strategy for our B&B.)
Before you dive into search data, you should clearly define your business goals. For the B&B, we’ll answer the questions as follows:
- What is the primary goal of the business?
To book guests into the B&B.
- What does success look like?
70 percent occupancy at 90 percent of list prices.
- What is the primary goal of the website?
To attract potential guests to book rooms.
- What are the secondary goals of the website?
To engage with guests so that they have a positive experience and return.
To reduce manual overhead ...