Data 101:
with Ryan Abramson
Visuals and Creatives are fun and exciting, but every good marketing and communication plan begins with data!
The Real Foundation: Data-Driven Strategy
Marketing without data is like driving without a map. You may move fast, but you won’t know if you’re heading in the right direction.
Data helps marketers:
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Set strategic goals
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Understand their audience
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Identify trends and opportunities
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Allocate time and money wisely
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Measure success
Data Planning and Execution
What Does a Data-Based Plan Include?
A strong plan includes:
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Goals: What are you trying to do? Grow your audience? Convert leads?
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Metrics: How will you measure success?
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Audience Data: Who are you trying to reach, and what do they care about?
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Content Calendar: What are you posting, and when?
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Benchmarks: What are your current numbers?
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Reporting: How will you check progress and make changes?
Benchmarking Tips
Benchmarking doesn’t require expensive software. Try:
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Manual weekly data check-ins
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Free Google tools (Search Console, Analytics)
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Using built-in platform tools (Facebook, Instagram, TikTok, YouTube)
Track:
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Follower growth
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Click-through rates
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Website time on page
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Conversion events (downloads, sign-ups, purchases)
Small Business Communication Plan: Step-by-Step
Define the Goal & Getting Started
Let’s say you’re a small business in Bucks County. You’re ready to grow organically online and in the community. Here’s a plan to get started.
Example Goal: Grow organic website traffic by 30% and increase Instagram reach by 50% in the next 6 months.
1
Know Your Audience
Use basic tools like:
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Google Analytics
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Instagram and Facebook Insights
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Customer surveys
Learn:
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Age
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Location
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Top content
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Devices used
2
Create a Content Strategy
Web:
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Add a blog (update weekly)
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Focus on local SEO (e.g., "Langhorne bakery open late")
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Optimize each page for keywords like "best Bucks County bakery"
Social Media:
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Use short-form video (Instagram Reels, TikTok)
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Post behind-the-scenes content
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Share customer stories
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Tag local businesses and use local hashtags
Community:
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Sponsor or attend local events
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Collaborate with other small businesses
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Offer classes, demos, or tastings
3
Set Benchmarks and Build a Calendar
Track Current Stats:
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Monthly Visitors
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Average Reach
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Monthly Views
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Monthly Calls
Build a Calendar:
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SEO Traffic
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Blog
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Engagement
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Reach
Sample Hypothetical Report
Let’s say 60 days have passed. Here's what the report might look like:
Website
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Monthly Visitors: 2,800 (Goal: 2,600 ✅)
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Bounce Rate: 52% (Was 63%)
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Reach: 700 avg per post (Goal: 675 ✅)
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Follower Growth: +18%
Blog
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Monthly Views: 490 (Goal: 500 ❌)
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Top Post: "Best Iced Coffee in Bucks County"
Community
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2 new partnerships formed with local coffee shops
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1 demo held at Langhorne Library with 45 attendees
Summary: Exceeded goals in most areas. Blog views just below target. Adjust content topics next month to focus more on trending search terms.