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.)

Business Goals

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?

    image To book guests into the B&B.

  • What does success look like?

    image 70 percent occupancy at 90 percent of list prices.

  • What is the primary goal of the website?

    image To attract potential guests to book rooms.

  • What are the secondary goals of the website?

    image To engage with guests so that they have a positive experience and return.

    image To reduce manual overhead ...

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