Everyday, when you do digital marketing, you face so many questions about your websites:“What are people doing on my website?”, “How do I know this is working?”, “This this the right content?

Visual analytics is marketing’s best-kept secret right now. That’s right—we’re spilling the beans on what makes so many businesses grow quickly and effectively.

It’s all about seeing exactly what people are doing on your website, and recording these sessions. Then, you can review them and make changes based on your discoveries.

But exactly why put the time and effort into visual analytics? Because, honestly, it’s so simple. It makes data capture and analysis as easy as possible.

It Shows You What’s Broken On Your Website

Imagine having your website live for a year with no changes*, only to find out a major link is broken on your website. Or that your photos don’t show up in a certain internet browser. Or that, after changing your Twitter handle, your social button doesn’t work.

(*This is an example. Please don’t be this type of business.)

Visual analytics shows you what your visitors are seeing—the good and the bad alike. Even if you’re not interested in the highly valuable data that you’ve collected, visual analytics will add in an extra level of quality assurance to your website. That alone covers the cost.

It Shows You Where Users Get Lost

Before visual analytics, there was basically no way of finding this out without direct feedback, or standing over the shoulder of someone browsing your site. Now, you can see where people are attempting to click on words, photos, or buttons (even when there’s nothing linked),

We’ve noticed, on our site, that people like clicking images and small items, like arrows. We decided to create links for some of these items, since it creates a better user experience. Subtle changes like this can help you drastically increase leads from your website.

It Shows You Where Users Leave

After enough time, users get tired of clicking, reading, and navigating your website, so they leave. If your website is complicated, people won’t invest time and effort unless you’re offering something they can’t get anywhere else.

Oftentimes, less is more. That huge chunk of text might be chasing leads away from your business. Or maybe your massive navigation menu. On the other hand, maybe you don’t have enough information, and it’s not clear where to go on a website. With visual analytics, you’ll know what the issue is.

What aspects should you be focusing on?

How can you reach more customers and grow your brand of the franchise? How are you going to stand out in a crowded marketplace? You have to move faster, produce more value, and add quality to your brand that generates trust. The goal is to get your message across without being disruptive.

The more integrative your campaign, the better your franchise will perform. Here are seven trends you need to pay attention to as you set up or adjust your digital marketing strategies.

1. Mobile

Your audience is using a mobile device. Across the globe, more searches are taking place on mobile devices, and more traffic is landing on your website. Mobile is the most important trend for now and the future of digital marketing. As a franchisee, you need to build your brand and make consumers interested in your product or service. With apps, accelerated mobile pages, and the shift to mobile, the opportunities for success start with mobile marketing.

2. Facebook advertising

More than any paid channel online, Facebook advertising will drive more value for your franchise. Facebook continues to grow, and with the options to filter down to meet your target audience, your ads will be in front of the eyes you want. Facebook solutions continue to grow, and your ability to deliver unique marketing on Facebook is crucial in reaching your targeted franchisees.

3. A full content marketing approach

Content can be the most important part of your digital strategy, when used correctly and appropriately. The internet is flooded with content, so it takes a concerted effort to hold your head above water. Produce real content that serves your buyers. From content on the site to social content to emails, blogs, infographics, and video, a complete content approach helps your franchise stand out.

4. Email marketing

Still the most effective form of communication for all business owners, including franchisees, email helps your brand stay front of mind. Keep in mind that your customers are sorting through a crowded inbox, so be sure that your subject line will capture their attention. Use a mobile responsive design and leverage customer behavior by keeping the conversation going. Be sure to speak the language of your audience, writing targeted content and using enticing call-to-actions to drive results. Email remains one of the simplest ways you can establish trust, keep customers aware of news and events, and increase your sales by conveying your message creatively.

5. The power of video

We live in a visual world. Our customers engage and interact with video content more regularly and more often that traditional written content. If you can showcase your franchise through video content, you’ll extend your reach and increase interactions. The rise of live video streaming on social platforms captures the attention of your customers, and if you have a compelling message, live streaming strengthens relationships. Use video content to educate, entertain, and inform. Show behind-the-scenes of your company, and include special announcements. Produce videos that help your brand get noticed. Video marketing will continue to grow, and if your franchise branch utilizes video through the next couple of years, you’ll create a unique brand experience for your customers.

There is no one-size-fits-all approach to digital marketing. There are going to be new trending topics and new strategies to consider on a regular basis. It takes an integrated approach and covering all the bases to take a franchise to the next level. You want to develop your brand and increase your customer base. From SEO to paid digital advertising to social media and content marketing strategies, put your best marketing foot forward and track progress to make adjustments. If you’re a master franchisee and are looking to expand your business for further success, leverage your digital platforms and grab the attention of your customers. Know your customers, take the right approach, and jump over the hurdles of your competition to build a world-class franchise.

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