If you're marketing your business, I bet you've got Google Analytics on your website and you're using something like MailChimp to communicate with your network.
Just these two free tools give you a huge amount of information about what is happening. You know who is opening your email and how good your relationship is with them. You can see how well your email marketing compares with other digital channels - when was the last time you looked and what did you do with the information?
If you're not, how do you know what is working and what you are wasting money on?
Having a website for your business is one thing, but have you checked whether it is actually doing its job? Who is visiting your site? Are they spending anything? Where are they from? What time of day or night do they visit? Did you get more visitors after you advertised in the local paper? What many business owners may not realise is that the answers to these questions are at their fingertips using analytics packages, some of which are free.
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