Katie Wilson

Optimize for SEO and Google Shopping. Hot Tip: No one knows what a "Stacey Dress" is. Instead, be sure to use descriptors in the data feed and on-site like "floral maxi dress". This now tells the rest of the world and algorithms how to classify your item.

Time blocking is the most effective tool I have used as a manager and now as a busy consultant. I use my available blocks wisely not just for calls but also block out follow-up, preparation, and tasks. This allows me to see what is taking up the majority of my time and what can be outsourced or delegated to others. This also allows you to prioritize the work that only you can do or do best.

Doing a proper audit of your current channels and performance can help you set a proper baseline. You need to ensure you are tracking the right KPIs across the funnel and grouping channels by goal driven (ie-sale, view, assisted conversion). Then you can choose 1-2 new channels to experiment with or add to the mix. Evaluate quarterly.

A blended approach is always ideal. I would look to both models to answer different but equally important questions. First click is what is opening up the conversation of introducing you to the customer. Last click is the closer. Both are important but can be weighted based on the type of product and sales cycle for your business. We often think in terms of the funnel that first click can be upper funnel or brand awareness and last is lower funnel like search or organic.

Think about what makes sense for your end client. A fun quiz is probably not the best fit for enterprise software. But a good screening question and request a demo would be. Utilize screening questions to narrow down your correct demo or stakeholder. If you are only targeting companies of a certain size or revenue ask this upfront to avoid low quality leads.

Another benefit of customer mapping is it can uncover breaks in your funnel. For instance are folks going back to your product pages multiple times without purchasing or clicking the help button. Perhaps you need more robust descriptions or product information. Are folks exiting after filling their cart and getting to the shipping page? You may need a promo or free shipping banner to entice folks to convert. This kind of mapping is a great way to identify patterns and solve for ease of purchase.