You’ve no doubt heard about the next online apocalypse. Google has confirmed they will end third-party support for cookies in the Chrome browser.
Before your panic sets in, we’ve been given some reprieve with implementation now due in 2023.
Apple has also incorporated similar policies, which gives more privacy back to online users, which is good news for us as individual internet users. But for business…not so much.
If you are a business owner, the impact of these changes will be huge as you will no longer be able to rely on third-party data. As the most popular browser, Chrome accounts for almost 70% of all market share, that’s an enormous amount of data you’ll no longer be able to research. As a result, it’s essential for you to know your customer, so when you do get a new prospect, your marketing arsenal is fully equipped to win them over.
With no control over timing, who knows if Google will stick to their timeline for next year? Either way, it will happen, so the time to be prepared is now.
But first. What are cookies, and what do they do?
When you visit a website, information such as the pages you visit, items you look at and what you add into a cart is saved on your computer/web browser. These actions are captured via Google (or any other browser) and data provided to the website owner for use in any way they see fit. This is how we get our data in Google Analytics.
Cookies help websites keep track of your visits and activities and can influence personalised advertising, especially retargeting. However, without cookies, website owners lose a lot of information.
What can you do now to prepare for a new way of working? Here are five things you can do right now to adapt to the latest data and fill in the gaps
Five marketing tactics to get ready for now for a cookie-less world
Make your first-party data the core of everything you do
It’s no secret that your email list of interested prospects, clients and raving fans is the most valuable data that you own. It enables you to market directly to your audience and create better, more tailored experiences.
First-party data can be collected from your website, apps, social media platforms, advertising analytics, and information aggregating into your CRM. You may already be doing this by creating and utilising lead gen campaigns, like free downloads or webinars.
Optimise your website and adjust for better conversion
Does your website give you the leads you would like?
Has it been a while since you made any alterations to your website pages?
When was the last time you put it through a speed test?
If you’re looking at your Google analytics and seeing the same results month to month, it’s time to review your content, usability, and structure. It’s amazing what one small change can do to increase enquiries. For example, a client we work with averaged seven leads per month (which for the business was sustainable). With a few updates to content, the addition of contact enquiry forms on the most visited pages and showing them what they were going to get before they even enquired tripled and, in some cases, quadrupled it to 21-32 leads per month.
Look at your Google analytics report, focus on the top five most frequented pages, and make sure they are helping to convert your hard-earned visitors into leads.
Ensure your customer is at the core of everything you do
New research from OpenText tells us 63 per cent of Australian consumers are more likely to buy again from brands that treat them as individuals.
What does that mean for your business? First, it means you need to personalise everything you do. Stop thinking of your customers as a collective group and start working with them as individuals.
What’s in it for your customer or potential customer? Do you know what really matters? It could be quality, excellent service, or even your business impact on society. When you know what matters, you can prove your value.
Make sure every customer experience with you is a positive one. Then, to review any gaps, map the customer journey with you. Here are step-by-step instructions on how you can map it out here.
The benefits of partnerships and collaborations and how can you leverage them
Strategic partnerships with complementary businesses (with the same ideal customer) can double your reach and impact. For example, website builders could join forces with graphic designers and copywriters. Trade businesses like electrical or plumbing could connect with builders, interior designers, or real estate agents. Not only can these relationships let you tap into a broader market, but you also now have access to people who will improve your own business. As a result, you can also deliver an expanded and enhanced offering to your customers.
How can you leverage the relationship? What about joint marketing and promotions? Both partners can reach the new customer base at a reduced cost. What about information sharing? Pool your customer data and gain a clearer picture of your target people.
Measure your ROI and adjust accordingly.
Measuring your ROI is the essential piece of any marketing puzzle.
Ultimately, what got you here won’t get you there.
Changes in technology, algorithms, and ways you can market your business will always happen. However, if you want to make sure your time, effort and tactics are working, managing these three core things is essential to enhance and grow your business.
Have you noticed a difference in your analytics lately? Let us know if you have and what changes have worked for you.