Welcome back to another episode of Incorporating SuperPowers. Folks, you’re in for a treat today because the individual that I’m about to shoot to is by far one of my favorite people in the business world because she thinks as we do. When we see a reflection of ourselves in the projection, you just can’t help but fall in love with them. Marcela De Vivo is one of those people. There’s just so much synergy with everything that we’re doing and I’m super, super excited to share her information with you on the show today because it is what she brings to the business world, the startup world, any world. It is just going to blow your mind and if you’re feeling stuck, you’re feeling small, and you don’t know how to scale, you’re going to want to listen to this show today because we’re going to be talking about scaling your business through Data Driven Strategies.
This is essential and Marcela has working on some things in the back end that is going to blow your mind. Her understanding of how it all works and how it comes together is just absolutely amazing. She’s brilliant in the space and the nuggets of gold that you’re going to pull from this conversation to help you expand your business are going to be huge. So Marcela, welcome to the show.
Thank you, Justin, I’m so excited to be here. Thank you so much for having me on the show again. I am so excited to join you and to share my knowledge with your audience.
Yeah, we’re going to have a lot of fun here folks. I’m a logistics guy. I’m the operations guy. The puzzle pieces, connect the dots, make it all happen, work the magic type of thing. I can’t tell you how important what she’s going to share with you is for your business if you really want to scale and build something out bigger than just where you’re at now. So Marcela, talk to me a little bit about what does it mean by data-driven strategies? What are you talking about specifically there?
I’m talking about using information, the actual data that you have that everyone has at their fingertips to make the decisions to grow what to do with your business. So just the tiny bit of background. I’ve been in the digital marketing world since 1999. So a long, long time. So I’ve really seen the evolution of marketing. I used to optimize websites before Google existed. So I’ve worked with very large, very large brands. I’ve worked with mom and pop shops, the ballet studio at the corner of our house. So I’ve seen small, I’ve seen big, I’ve seen where this is all going. What I realized is a lot of businesses were making decisions without having data at their fingertips. So they were saying, “Oh, I want to run for this particular keyword in Google,” without knowing if that keyword converted. Or they would say like, “Oh, once we get to the top of this term or we need to do this.”
None of it was backed by data. A lot of times what that meant was wasted spend, wasted spend in ads, wasted spend in marketing strategies it didn’t fulfill. I can’t even tell you how many times I’ve had clients that would come to me and say, “Social media, that’s where our next frontier is. We’re going to do everything to do well on social.” I would tell them, “Is that what the data says? What does the data tell you?” They’re like, “Well, all my friends say social is where it’s at.” So I really focused on what did businesses have available, whether it’s a small business and whether it’s a large business and what to do with that data.
Yeah, that’s huge folks. Did you catch that? How many of you are sitting on information that you just don’t know what to do with it? You’re supposed to be doing it. As Marcela said, the first thing you do is like, “Well I just got to go to Facebook. I need to do Facebook ads. Yeah, Facebook’s where it’s at.” Folks, Facebook is a fictitious environment that they govern where and who gets to see your ad spend. That’s huge.
It’s a tiny percent. Organically you get almost no visibility and if you’re doing it through ads, you really need to know your numbers to be able to do it well. So that’s been my emphasis for the last few months is what data can businesses access and how do they use it? Honestly, everybody has access to their Google Analytics, right? This is a free product that everybody can use and there’s also Google search console that Google also offers for free and they give you data because oftentimes the analytics data may not be properly set up or there are erroneous data, but search console data is intractable. That’s correct. You can’t mess it up. Analytics, I do see people mess it up, but search console you cannot. The data you get from search console and Google analytics are clicks, impressions, conversions, CTR.
So it doesn’t cost you a penny. All you need to do is install it, which is very simple, very easy. Between these two, you have all of the information that you need to make decisions for what you need to do for your digital presence. So to give you an example, recently I had a client who came to me and she said, “Our traffic is stalled. I need to grow my traffic.” So I said, okay. I helped her and we grew by about, I think it was about 55% within three months. I was ecstatic, but then she was like well this is great, but my conversions, my sales aren’t quite keeping up. Right, because I made the mistake of just saying, “Okay, where are there keywords that I can get her ranked for that is going to bring her more traffic?”
I wasn’t too worried about intent. Are those people going to buy? So what ended up happening is there was a disparity between traffic and conversions and that extra traffic wasn’t worth anything for her because it didn’t take her money. So then she came back to me and said, “Can we focus on conversion?” I said, okay. So instead of going after two dozen keywords like we were, I said, “We’re going to go after two. These two keywords that have low volume, but high search intent, high buyer intent.” That’s what we did. We spent about 90 days pummeling these two keywords, optimizing on-page, adding content, adding external links, internal links, doing everything we could to rank better for two keywords. Sure enough, we got into the top five of Google. Sure enough her sales took off. The volume of traffic wasn’t quite as high, but sales went up and this is the information that every business needs to have. What keywords have high buyer intent that is going to lead to revenue and that data is yeah?
That understanding, talking about Data Driven Strategies is essential and the rabbit hole goes even further than that folks. It goes beyond just that because you have to take a look at the processes and systems that you have in place. We were talking about this right before the show if you’re tracking everything on a Google spreadsheet or just an Excel spreadsheet.
I just hear that. I hear Sheets and I break out in hives. It’s like, no, no you can’t.
No. Okay. So, folks, we’re going to take a quick pause with talking about Data Driven Strategies, but we’re going to expand out this rabbit hole even further as to what does this mean for your business and how can you leverage it and more importantly, let’s talk right now. Marcela, how can people go find more information about you and the work that you do in the world?
Sure. So gryffin.com, that’s my website. It’s a software as a service product that I’ve been building for the last few years. It’s the software that I built to be able to address some of these issues about data and scalability. So if you go to Google, gryffin.com, or Marcela De Vivo and you’ll find my website. That’s where all my contact information is. I’m also on Facebook, LinkedIn. I think I’m the only Marcela De Vivo in the world. So I should be pretty easy to find, as far as I know.
Fantastic folks and if you haven’t downloaded the network yet, go to superpowerexperts.com/thenet, download the app. You can stream all of our shows and all the future shows that we’re adding to the network on the app. Stay tuned, we’ll be right back.
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