Nicole Krug founded Social Light in 2009, a company that makes the internet a friendlier place for small business owners. Social Light specializes in training and giving small business owners the tools to be successful online.

Krug uses Social Light to help clients hone their digital marketing strategies to bring more exposure to their brand, or boosting the bottom line. From developing marketing programs, e-commerce channels, to improving organizational performance and building profitable business relationships.

Making Your Data Valuable

From Krug’s On-demand session (Google Analytics 101 – Learning to Make Data-Driven Decisions, will be on May 5th, from 10:00 am – 5:00 pm), viewers can expect to learn how to make their data even more valuable. It’s not so much about doing something over and over, but truly knowing and understanding if a strategy is working, and how it works.

Using cooking as an example to really get a clear explanation, “Say you spent all day cooking this ginormous feast, and putting a lot of effort in and then you never taste it. You don’t really know if you put too much salt or did you burn it? You don’t really know what’s true.”

Krug explains that this same logic can be applied to a business’s marketing program by making sure it is data-driven and seeing the evidence. Knowing what works or doesn’t, and how to move forward in the future.

Key Performance Indicators (KPI’s)

Krug will create a monthly dashboard that shows a handful of key performance integrators that they are looking for.

“The first thing is we start by looking at a baseline of what is normal. Is it normal to have 100 visitors a day on your website? Now we know so when we look back at the months we see on the 18th it went up to 300 visitors a day.”

Krug explains she will work backwards to figure out what made the number of visitors spike that day. Whether it be a networking event, or a facebook sponsor it is important to know what is effectively working so you can do more of it.

Implementing Strategies

Now that we know what Krug does, let’s dive deeper into how we can implement her strategies.

Krug’s session will teach viewers how to understand data. In certain instances there is just so much data that one doesn’t know what to do with it, by better understanding your customers all of this data doesn’t have to seem so scary and overwhelming.

Using Google Analytics can provide marketers with data down to the granular level. “You know if they are using Safari versus Chrome. Are they visiting your website on their desktop or smartphone? But more importantly how are they actually using your website?”

Is the Content Connecting?

Along with knowing how the data works, knowing how to retain customers and keep them coming back for more is the main goal. You need to realize what content is connecting with your customers, and making them come back.

Why are they on your page? Are they reading your blog? Are they using one service you provide or another?

“What analytics does is helps you understand what people are really looking for. Then you can adjust, meet their expectations, and get your information out as well.”

Where’s Your Traffic Coming From?

Web traffic and where it’s coming from is a big key point Krug pointed out.

She recommends using Google Analytics to see where your website traffic is coming from originally. It tells you if they’re finding the site from social media, a search engine, or if they found the site from an article in a magazine.

“When you’re doing a campaign such as pitching a magazine or podcast, you can get in there after the fact and find out what leads people to your website.” It’s a way to judge success, and find out what to put more of your energy into.

What to Expect from Krug’s MDMC Session

“Making evidence-based decisions that ultimately helps you get more value for your money.” I think this quote is the most simple and easiest way to put what viewers can expect to learn from Krug’s session at MDMC21. Krug’s knowledge about data will be able to make decisions go from tactical to more strategic.

The free LIVE 2-day virtual summit that includes 14 breakout sessions on Wednesday, April 28th and Thursday, April 29th. MDMC21 tickets Virtual Summit tickets are free and there’s still time to claim your spot.

Starting Friday, April 30th, on-demand digital content can be viewed by purchasing a basic ticket and will cover the most sought after information in the digital marketing industry. Krug’s feature Google Analytics 101 – Learning to Make Data-Driven Decisions, will be on May 5th, from 10:00 am – 5:00 pm.