Bookings, Data & Marketing Funnels – Mastermind with Systemsrock & YouLi

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yeah sure um so my name is natasha with yes very 
complicated russian last name so i'll leave it out   um but um i am the founder of a company 
called system stroke i established the company   almost 10 years ago and initially i was helping my 
clients set up better systems in their businesses   but over the years i realized that a lot of 
times as we we would create these systems   but then eventually they would become 
very quickly obsolete just because the client's business would would shift and 
change in a lot of times due to the fact that   the marketing would not be working or the 
marketing would not work as the the way   they were expecting so uh after a while i realized 
that okay like this is the direction that i need   to move into and understand a bit better how we 
can measure our marketing so that my clients would   have businesses that are a bit more 
stable where they have more control over   how things are happening where 
they get more predictable results   and in the end this became this big shift just 
because the more i dug into ways to measure   our marketing the more i realized that this 
is something that really is really a big um issue well like this is this is a topic 
that does require a lot of attention   just because a lot of times we don't track 
our our data or don't give it enough attention   um so we can i'll give you i'll give you a second 
too everybody yeah thank you very much i know   it's a dark hole where we can actually go into 
details of what marketing data is and uh how we   can improve it but that's what we're going to be 
talking about today so hi everybody on facebook   live um we are talking today about marketing data 
marketing funnels and yuli setup which is a desk   software for uh group travel if you are with 
us that means you know about us so we're not   going to be talking about uli in general today uh 
we're going to be talking about how to track your   marketing data why it's important to uh track that 
data and how to set it up when you lea to give you   at least the basic understanding of what your 
sources are from your leads from your customers   and of course the most important thing is 
how that marketing data can help you make   the right decision to support and increase your 
bookings and your impact with your group trips so   the first question that i have today for 
natasha who is our amazing data whisperer is um   when you start working with two operators and 
today we're going to be talking specifically about   um run wild retreats as the group tour operator 
who relaunched group trips in 2021 and as of now   sold out as far as i know over 50 percent of 
2021 retreats well will you confront that for   me natasha there's something some something sounds 
about right um i don't know the exact number but   yes it's uh the latest that i've heard from 
eleanor that's it's been her best year ever   yeah so yeah awesome so what we are doing today 
is trying to figure out how did that happen how   the group 2 operator managed to have the best year 
in group bookings in 2021 with having pandemic all   over the place right and uh and things happening 
and um of course going through through all this   so last time we were talking and if you didn't 
uh hear our conversation do go back there your   watch is available uh publicly we had elianor um 
on call and we were talking about the operational   side and how the company shifted from the global 
operations mainly in europe and iceland and italy   and took all the group trips and started 
retreats in us only and right now that's   where the company operates what happened in 
operational shift what changed in the customer   onboarding process and we shared the travel with 
heart principles that eleanor added to her company   and today we're talking uh about marketing 
data and what happened on the marketing side   of the company um and how the data from um the 
yulie uh booking system was uh uh was helping   that uh that shift and helping the company 
understand where to use the marketing budget   and that's that's we're gonna try to to focus on 
that you are going into relaunch uh season right   now right so you're getting you're starting to see 
bookings coming in hopefully um the borders are   slowly open or maybe you are planning to relaunch 
right now and it's very critical to know where to   direct your marketing budget uh with funds being 
limited right with um um all that post-pandemic   situation that we have so natasha tell us 
how uh from the marketing side what changed   in uh run while we trade separations how 
did you um help um um runway retreats   from the from the data perspective to 
understand where uh their people are   what they want um and how to adjust um how to 
make right decisions from the operational stand well i have to give all the credits to eleanor 
because ah she's she's she has been like very   very like attentive to what her customers were 
doing from from the very beginning and this is   something that has helped her over over the years 
to understand very clearly who her clients are   where they are online what they're actually doing 
and actually this never happens kind of overnight   this is not something that you can kind of like 
study in a book like she really approached her   business as this um a process of uh making like 
little tweaks based on the results that she's been   seeing so when we began working with eleanor 
she already had a very clear picture of how   things were working generally um she knew what 
messages were resonating um over um over the   years she knew how to talk to her um clients in 
emails what emails work best when people book   retreats quickly and see what messages lead 
to them like not booking um as many retreats   like this is something that she has learned over 
the years and like this is really something that   um i pay very very close attention to 
when i speak with somebody initially   because uh it's so critical for for us as business 
owners to be interested in what our audience does   how they behave and whenever like if say you you 
envisioned having just a regular travel agency   and somebody would came in and like while you 
were finishing a conversation with one person   like you were kind of like watching uh what that 
other person i was doing what kind of trips um   she was looking at like what brochures she 
was drawn to like you would you would know   what trips she's interested in what this person is 
gravitating towards so when it was time to speak   with her like you would know what to suggest 
or what questions to ask or what to recommend   and um when we transfer those interactions online 
sometimes it gets a bit challenging to think okay   like now i'm just like talking into the void 
and now like what do i even do with my marketing   but um in fact what's happening is that we 
can observe the same behavior online it's   just we have to now look for digital footprints 
that's our people leave online and like those are   those numbers that we can easily track so 
how many people um viewed the trip um in   newly how many people proceeded to register 
for it how many people proceeded to book   um how that that was happening so all of those 
numbers when we translate them into behaviors we   can understand much better what is going on 
and this is something that eleanor has been   paying attention to and the marketing with 
channels that were bringing her best clients   and when we began working together she already 
had a really really solid understanding of how   her marketing was working and her um this very 
rapid uh comeback in 2021 was due to the fact that   she was always very intentional about her 
marketing and uh when we began like talking uh   what she came to me with is uh getting even more 
granular understanding of what was going on like   what was actually happening how each one of the 
mini journeys uh that were happening like people   who came from facebook versus people who came from 
email versus people who came um through a facebook   ad what was happening for every uh group like that 
and this is so critical because just like with um   building relationships it does take time to figure 
out how you are people behave online and what is   actually going on for for them and all those 
tweaks um that's that happen like every single   time we learn more and it's the data that at the 
end of the day allows us uh to do that especially   when we translate those numbers um into behaviors 
and this is something that we've been doing with   eleanor and now that's um we have a much 
more detailed dashboard that allows us   to see in much more detail what is going 
on we will be able to get even more exact picture of what is happening and create 
even even more impact on her marketing so until   now honestly it's it's all elenor's credit for 
creating this big splash that she created but i'm   very excited to be partnering up with her because 
now with all these platforms changing and uh all   these things that are happening um with privacy 
laws and things that we can and cannot track it   is so critical for us to know what is going on 
so that we can uh maintain that uh wave that she   is writing totally thank you natasha and i'm very 
very excited to share the dashboard that you have   right for us um can we do that right now to give 
people the visual what what are you talking about   sure so let me share my screen so this is 
sample data this is that eleanor's dashboard   um but um what i wanted to show 
um here is kind of an example of   um what kind of data we are collecting and how 
we can use that data um because um again it's   not about the numbers it is about understanding 
what is going on so that we could simply do more   of what works um without having transparency 
into how something works we we are left only all we can do is do more of what we are doing 
and potentially spreading our efforts across   many different marketing channels and 
getting overwhelmed doing everything and   spreading our limited budget and they can 
make so many different places whereas when   we know what actually works we can just 
focus on that and it's so beautiful to   to be able to focus on just what works so um what 
we are able to do with data is um in addition to   so when we are looking just at what happens 
on us platform we can look specifically how   people go from one step to the next so um people 
who um viewed the trip initially versus people   who registered and where versus people who 
booked um and what we also look at are these   conversion rates just because sometimes it's a big 
promotion and we have like lots of people coming   through and sometimes it's just a regular day and 
we have fewer people coming through but when we're   comparing conversion rates then we have 
like something that we can carry over from   one month to the next to see how things are 
working and um it's also very helpful like over   time to see okay what are my my usual conversion 
rates what are those the goals that i need to   be striving towards because the moment it falls 
below that benchmark you know that something is   not working um so whenever we are looking at data 
it is very helpful to look at it with first of all   with a question in mind because the just with the 
car dashboard the reason we don't get overwhelmed   with data on the car dashboard because one it 
shows you just a limited um amount of numbers   they are plus when you look at it you look with 
a question in mind whether i'm moving within the   speed limit whether what time i will be at my 
destination if i follow like this gps route when   is the next time for me to change the oil all of 
that it's kind of like we do it mechanically and   we don't notice that but that's the reason why we 
feel so comfortable with those numbers marketing   numbers is very much the same thing it's just we 
we always have to start with questions to know   okay if i know the answer to the to this question 
then i will be able to take this action um so um   whenever we look at uh numbers that julie gives 
us we can always see okay so um if this um   when we know how people are moving through that 
like part of the funnel we can see okay are there   like any bottlenecks like is it is there something 
that we can do to make it easier for people to   move from one stage to the next so for example 
if i have here my goal of seven percent and i'm   reaching only four percent that means that okay 
there is like some kind of uh question that people   are having that is not being answered going back 
to these numbers are simply behaviors and they are   simply an indication of something is not flowing 
as well as it should and like we have to figure   it out and whenever i have this color coding it's 
kind of flags when okay it's time to look at this   piece so if this was a real case scenario and if 
i saw that these many people are viewing the trip   but not that many people registering for the trip 
i would go and examine okay like what might be   the reason why not many i'm not that many 
people registering maybe i don't have   a compelling copy on my page that is outlining the 
trip maybe there is um maybe people who are coming   to this page are not qualified or they are not the 
best people to come to that page so like as you   can see the moment i um i look at the numbers and 
the numbers are flagging something for me i can go   and examine just this part and figure out what is 
going on versus kind of looking at okay i booked   75 trips and like i i don't know what is actually 
happening with inside this um little journey um so   i if i'm losing people here and i don't know about 
it all i'm focusing on is spending money on my um   spending my marketing money but i'm losing 
all these people whereas if we increase this   conversion rate by one two percent that's 
that's a huge savings that's a lot of times   many trips booked but it's also saved marketing 
dollars so that's that's how we use this data   like numbers are great and numbers are fun for 
data geeks like like myself but for you as a uh   owner of a travel agency it always goes back to 
okay what does this mean for me how can i make it   easier for my people to go through this journey 
and book these trips how can i improve my copy   how can i um change my emails so that they're 
more compelling maybe it's subject line maybe   it's it's the copy maybe it's the way i talk about 
my trips these numbers will always give you um   insights into what is not working and ideas 
for what needs to be changed so that ultimately   you don't spend increasingly more on marketing but 
this funnel works so seamlessly that you know that   the moment that you bring the x people to the yule 
page this is the number of trips that you will get   and then things become predictable because you 
know that okay if these are the conversion rates   i'm working with and ideally this would be 
a green one as well but if these are the   conversion rates i'm working with for me to hit 
100 trips um i need to get these many people on   the yuli page and then if you know which traffic 
but what type of traffic like gets you that number   like you know what to do it becomes like really 
kind of like fill in the blanks it's it becomes so   you your work becomes so focused because 
you don't need to figure out okay like do i   uh do i start a youtube channel or do i i need to 
start doing facebook live lives to get more people   you know okay email works google organic works so 
i'll focus on that i'll put all my time and energy   into that and i know that the rest of the funnel 
is working well and then i know what to expect   and the moment something is off you know that oh 
this is where i i need to look into this and see   what what's not working and so like you can have 
a granular picture like this or you can have a   a picture like that to see how 
your promotions are working   depending on the different things that 
you are doing and whenever you have a peek   you can go back and see oh like what did i 
do that day or that period like what worked   the best and like this becomes this really um 
interesting like in investigative work that you   do but then like you always go back to who are 
the people that are coming to me like who are   my best people where are they hanging out what 
questions can i answer for them so that i get   more bookings and numbers will simply be your 
guiding kind of lights versus this thing that   you have to be measuring because like somebody 
told you that you have to measure your marketing   amazing thank you natasha look at this beautiful 
matrix right that's why we know systems do rock   i would love to stop for a second and give 
us a chance to answer any questions if if   there i know this is a lot of information stop 
sharing that's what i was looking for yeah sure all right um while you guys thinking i'm 
gonna bring up couple let's let's share that   again let's share that one awesome carol 
please please go um you can mute yourself   yes please yeah so it and i i could tell for 
that particular dashboard it doesn't look like   it's actually part of yuli it's from another 
source but yes good observation the information   that's pulled from julie where would i even 
find that kind of thing within my yuli tool okay vika that's a great question yeah i 
think i think i'm gonna take this one um   let me go ahead and share well first 
natasha let us understand where this   data is actually coming from so like 
part of it and while you're doing that yeah so um yes i i forgot to uh to explain where 
where this data is coming from so the way that   this dashboard um is built it's it's actually 
pulling data from your google analytics um if   you are um interested in tracking your marketing 
you definitely have to have google analytics on   your site that's it's absolutely critical for any 
online business um even if this is not something   that you will be doing like looking at your 
data right away um still i suggest that you   implement google analytics on your site because 
data will be collecting and you will have some   data to go back to once um you're ready for it um 
the way that this tracking is set up is that um   what i do is like i create um i add 
this tracking code to like all platforms   that's uh bring people to the um to you lee 
and what happens immediately like everything   gets funneled into google analytics and 
then into this dashboard i pull in just   the data to answer very very specific questions 
going back to the useful car dashboard i want   these dashboards to be as useful so that the 
moment you look at it it actually gives you that   answer so that you you can see at a glance how 
things are working the tool that this dashboard   is built in is called google data studio it's 
another free google tool so google analytics and   google data studio work seamlessly together and um 
it's something that's it's kind of like you pull   data in and it allows you to present it's like in 
charts and graphs and tables and like play with it   um but uh a lot of this data is coming from julie 
so that we could see what happens when somebody   gets to the platform yeah thank you natasha carol 
i'm showing you right now how you connect google   account with julie we are currently in uh inside 
uli app and we're going to account it's very easy   you need to get the um your tracking id from 
google analytics account go to site settings and insert that tracking id into one field so 
we're trying to make it as easy as possible it   is loading as of right now um i apologize 
this zoom does slow down all operations   and here's my google analytics striking id right so this is where i'm getting that i just want to um i have a little impression 
of how many of you guys actually use the   half connected google analytics to your july 
account you want to show a related question uh   because what i do i have my site emilybron.com and 
in this site i integrated julie my myuni account   and lending and my google analytics actually 
sitting on my site and now i'm thinking that   probably i need to integrate it like if it's 
possible kind of to but probably there is no   traffic on my uli account because i don't 
get any emails but is it possible to have   this google analytic tracking id on my website 
and on yuli i'm asking natasha now like the same   google analytic to look at kind of my platform 
in two instances it will start with your site so   first but what will need to happen is um you have 
your site and you install google analytics on your   site and you take that google analytics id and add 
it to your yula account because i i imagine vika   it's not possible to have or like is it possible 
to have yuli and google and uh without the website i will try to put it inside yeah but when when 
you have a website uh from like where you send   your people and then they go from your website 
to julie it will be the same google analytics id   you're using for your site yes i hope so 
but like my uh like facebook and all my   email campaigns are done outside of julie i'm 
just tracking on my site yes i'm just tracking   all the attention yes and all marketing efforts 
with google analytics which is sitting on my side   including you left side it's what you're proposing 
yes correct yes uh for you to be able to track   kind of the entire customer journey what happens 
outside of your site and outside of you there will   need to be a bit of extra tracking and we will not 
go into details here but it is possible to be able   to start um getting data from those platforms 
as well and seeing what happens uh like on the   broader scale scale that the 30 000 feet for you 
and this is actually very helpful so that you know   okay this is where people are actually coming from 
and and that will allow you to see them okay my   face people who come from facebook buy my 
trips much readily than people who come from   instagram for example but all those conclusions 
you are able to draw once you have that overall   picture of like what happens uh before somebody 
gets to your site or you leave so are you saying i   can build full funnel like sales marketing funnel 
on yuli today like i can i maybe i miss something   like all my social media can be sitting in 
yuli today um emily i think we let us go   back a little bit on data so what what we were 
showing in a dashboard that's a dashboard that   was created by natasha that's that's her work 
but some of the data some of the data um uh   from that dashboard came from julie right so when 
we connect google tracking google analytics with   julie with your website or with any other 
sources you pull up what we're saying is   track this data so julie is a booking page right 
so when people come and look at the trip and they   register that step one you register then you 
get um your email address from that client   potential client and you got them into your email 
database but until they register they could be   just browsing it right they can look at it go back 
look in different side and you don't know that   unless you have google analytics installed which 
will tell you this person and we're not going to   tell you who is that person is going to say that 
many people visited your website right because   it's not personal data it's now global data it's 
marketing data that we can use and then the funnel   the natasha showed so does the bottom number right 
it says 40 people booked and then at the top uh   number they said three thousand people looked 
at it i understood this i like nice to say like   yes yes so the data from when when you connect 
your google analytics with julie now julie can   tell you that that many people or google analytics 
can tell you that many people look at you   at your trip and that's the connection needs 
to happen right that connection tells you that   many people look at your trip and that many people 
registered that many people out of registered paid   the booked right and then uh all of that so it's 
not inside of julie but the data comes from you   once you connect to it so that that dash for 
some but somebody like natasha can help you   build that beautiful dashboard you can create that 
dashboard yourself it's a free tool right it can   be it obviously will be simpler you'll have less 
understanding of it but you will have the basics   of what what is it we're looking at and i think 
the beauty of that that what natasha was showing   to us is it's very very very simple and very easy 
to understand visually what how that information   can support your decisions because if you go to 
google analytics that's a very different story   right that's a whole lot of numbers data amounts 
reports and it's really really really difficult   to understand unless you know what exactly to look 
for um i'm going to go back a little bit to carol   and make sure we answered your question carol 
thanks um yeah i because at first i was thinking   that some of that data even though i knew it 
was in a different tool i also thought a subset   of that data might be visually available within 
yuli but it's not it's just that yuli is sending   the data to google analytics and then we're going 
over to google analytics to see it is that correct   yes yes it's correct something that i wanted 
to add and i think uh that will also answer   emily's question um i will not go into 
the technical side of this but if you   are welcome to to google it this is something 
like relatively straightforward uh i think um   you can also have tutorials on how to use utms 
and utms is the set of parameters that you add   at the end of a url when you share for example 
a piece of content or you um say like you post   something on facebook versus you post something on 
instagram um ideally uh the link that you share it   needs to have those extra parameters so that uh 
when that link gets clicked data goes into google   analytics and it specifies where that link was 
actually clicked either in facebook or instagram   and yuli allows for this tracking as well so 
whenever you use utms that data gets collected   in yule as well so you have that information about 
where they actually came from so if you're posting   uh links about your trips on social 
media and you specify in your links   where you are posting like that say facebook 
versus instagram then all the data will go into   you as well and you might not be able to see it 
visually the way that i showed you in a dashboard   but you can still see that and understand like 
how you are social media like one platform works   um compared to another one because like that data 
is available and i think we got let's let's show   it where that data is available because that's 
incredibly helpful and this is something that   i was really impressed with when i realized that 
you collect that data that's that's so that's so   helpful and um if if you want to look into utms 
if you just google utms like you can just say   google that and what one of the um top um entries 
that will come up is a google utm building tool   um and you will be able to see what it is and 
like what needs to be filled out and like that's   like one of the interests will be where you are 
posting that say facebook or instagram and that's   that's what you will be able then this data you'll 
be able to send into yuli and it will have that   uh piece of data for you so that you could 
see how your social media say is working   yeah thank you yeah this is this is the um 
building tool yeah this is the julie dashboard   that we are in right now emily if you see you 
right here right now right so this is the event   that we are in and that's how we registered for 
this event and then you remember when you um um   uh you were registered there was a question 
of how did you hear about us so that's your   um kind of text in it but also what you get as 
a planner on the back end is you know that this   person came from this specific source right so 
this information is already available to you   that you you you can see in the uh in the software 
that katie who is with us right now uh came to us   by clicking on this email right that was sent from 
our active campaign it gives me an idea which ones   of my marketing efforts to get uh people to 
register to this event actually succeeded   so if i go and look at the different person and 
this is every even it's without payment right   nobody uh there's no booking on it uh but if i 
look at emily and try to see how she found us   how did i let me see already and this is something 
that's available on individual basis but if you   want to see um i'm kind of a larger on a larger 
view you can download data for each specific trip   and then it will give you like a column 
of like where those people came from   um so that will be something that just visually 
you will be able to see or more people came from   like facebook versus another like platform email 
or um these are the emails that they came from so   again that you might not have the visual aspect 
but but that data is available to you and you   can look at it trip by trip and that's one 
of the features i also wanted to bring up   you all have access to exporting this data 
into any of the sources right so taking this   data into into excel and looking sorting going 
through that seeing what it does is very very   very useful tool that will uh help you analyze 
and you don't need anybody this is already there   if you're using your list registration page that 
information is there uh all we need to do is uh   and that's that's there no matter what you have 
uh and if you go ahead and connect your google   analytics account today you will have even 
more data that will give you understanding   of where your customers are coming from and where 
to direct your money right so as emily was saying   do i want to increase number of people who views 
my registration page or do i want to increase the   conversion number from people who did see my my 
trip page into the people who booked it and figure   out what is the bottleneck in between why the 
people who viewed it and possibly even register   only only 20 right of those people actually 
booked it so what is in between maybe we can   offer them different time for the trip maybe that 
doesn't work maybe they're concerned about covet   regulations right and that will already 
um help us answer some of the questions   how does it help already available to each of us 
so we need kind of to buy or upgrade to get it   uh so if you're using this booking page we 
meet you you are actually taking bookings   through you lay that means you are on our paid 
plan that means crew starter and up uh so it's   included but this feature is actually this 
data is actually included even on free plans but if you of course if you're not 
using this booking you don't see   the booking data so you cannot 
really build the funnel on it   but yeah but let me just quickly go to our 
pricing and say this is and this is us guys say hi   um this is the the the plan that we recommend 
to the units to actually build the full   marketing data right and i'm going to discover 
really quickly it gives you unlimited trips   it gives you uh ability to take bookings with 
zero booking fees all you pay 60 a month and you   get all the data you get all the itineraries you 
get tasks which allow you to build journeys and   you get flexible payment methods that also include 
direct back to bank transfer as well as mobile app   okay so i'm gonna i'm gonna stop at 
this and see if we have a little bit   uh uh more questions we're in about 40 minutes in 
katie i know i i introduce you and i saw some of   the comments from you in the uh in the chat uh 
is there anything you would like to add to this um well i recently got a data studio dashboard 
built and i can just say that it's been one of   the better investments i've made this year in 
my own business and i'm just so excited to be   learning about seeing this connecting in a way 
to bring uh yuli into this for some of my clients   i have a couple of clients who are already on 
newly or you know and future clients who will   be possibly using newly and the demographic that 
i tend to work with is the small business owner as   well who's struggling with these metric pieces 
you know yeah um and it's so hard to get out   of the weeds for people that simplifying the 
information overload is going to be so helpful   and this is just a yeah a wonderful uh sort of 
yeah integration collaboration that you guys are   doing here it's awesome so thank you thank you 
right kitty yeah because it's that's what i also   find is that we we understand that we have to use 
data to guide our decisions but because there is   so much data like every single like platform that 
we use um to build like landing pages to build   to the anything that's kind of like we we use 
in addition to you it comes with this really   huge uh set of numbers that we can potentially be 
using uh and it gets very confusing what we should   be paying attention to work what what is important 
versus like what what is noise and it's so easy   to get overwhelmed by that so the kind of first 
reaction is just like i will just like not even   look at it and then like we lose on just getting 
these insights that allow us to move forward that   allow us to just let go of the overwhelm and 
the focus on only things that that are working   so yes uh yeah and i'm a big proponent of 
centralizing as well so as a concept right so   where you know your email metrics live over here 
and your social media metrics live over here and   then google analytics is over here and then your 
yuli stuff is over here it's very disjointed at   first um and if you're able to sort of funnel it 
together into one place and centralize it via a   dashboard type thing you just have one place to 
kind of look at to check in every day every week   and make it a part of your habit of that course 
correction thing uh and you're you're correcting   in real time as opposed to you know at the end of 
the month or something right or like when would   actually like sales uh you you're not seeing that 
many sales and it's just like retrospective like   what what happened like how did they not catch 
it earlier uh and it's it's just because you're   so right it is about habit it's kind of just like 
okay breaking like all these discomfort with with   numbers kind of like jumping into it but then like 
looking at it like regularly and uh asking asking   your data questions to see okay like this is what 
this is mean yeah awesome thank you natasha thank   you katie um and um just give us a little bit 
of example right to bring it into into life   um share if you can share some experience with ron 
wild retreats when you broadcast this matrix right   to bother the data and it was somehow surprising 
for the operational managers to see and kind of   reshift and redirect the operations and decisions 
yeah um the dashboard that i built for eleanor is   a relatively new so we are still in the process 
of collecting data and looking at um getting   having enough of a sample to actually move 
in the direction without the data is saying   yes but one of the things that i noticed that 
even though we don't have like that's long of a that like massive amount of data something that 
we we're not looking at as one of the uh traffic   types initially was um just organic google like 
when we first started talking with eleanor like   we were focusing on facebook facebook where she 
regularly shares her content also uh facebook ads   instagram naturally email is a big thing 
um for her because she brings people from   facebook ads uh they download her catalog and then 
afterwards she keeps with her audience via email   and that works really beautifully for her but 
something that we did not really pay attention   to or see initially was that she has a lot of 
google organic traffic that comes and converts   really really high like at the level of her email 
and this is something that was a huge surprise to   us and what um what we're looking at now is to see 
okay is this actually something that we we need to   take into account and look potentially into 
s um seo or like any other ways to uh bring   um like even her catalog and make it more 
visible to organic traffic to be able to   take advantage of it and when i think about it 
it is something that is quite logical because   um eleanor um she has public relations 
background she's always been posting a lot of   content on like many platforms she's been paying 
like really really um big attention to like being   like online and like uh sharing her content 
so um i feel that um it's like all of those   efforts that are paying off now so a lot of people 
find her organically and now we just need to take   advantage of it and make sure that we bring even 
more organic traffic to her side and eventually   to julie but this is something that we we would 
have never seen uh if it wasn't for the dashboard   awesome thank you and if i understand it uh 
correctly right to to give people a perception   so when we we are talking about um organic um 
uh google traffic that comes with the website   we're talking about different separate pieces of 
articles blogs in different places right they kind   of bring people uh to uh to the registration page 
exactly yes yes uh content that already exists   and people simply like type it in in google or it 
comes in google searches quite high so it's just   traffic that she's not paying for and traffic that 
is not like at this point cultivated in in any way   but it's it's because there has been like so much 
content over the years and very targeted content   like now it's it's generating this really really 
steady inflow of potential leads that are actually   converting very very uh very well so yeah but it's 
it's not social media it's not it's it's articles   it's uh blog posts it's uh announcements because 
eleanor has always been very diligent about   announcing every single treatment that's really 
is that she does um yes exactly and it's it's   actually it's a compounding and link now it's it's 
bringing like so such qualified uh traffic that   very very interested and it takes action 
right away and that's something we've seen   from uh from other tour prairies as well 
is when you have a partnering network   right and your partners may be um posting 
it somewhere they there may be an article   written about them that has a link to you and you 
don't know that and then this kind of dashboard   allows you to see that those are your free leads 
those are people that you don't pay anything for   and to convert those even if you put as 
much of your budget into the conversion   as you put in your marketing on let's say 
facebook ads or um different uh campaigns   this will actually be more efficient because 
those are already people who know you   and they will be converting into bookings rather 
than spending your money on bringing those   people into your funnel and then spending more on 
converting them into bookings yeah okay yeah that   makes sense yeah thank you very much i'm gonna 
give a couple more minutes for more questions or maybe if you would like 
to hear more examples um   from from what is training because what 
we're trying to to do is we're trying to   give you more information um that is relevant to 
this specific post-pandemic relaunch situation   right because this is very new for everybody 
and we're kind of navigating trying to figure   out what to do and we're trying to give you 
numbers some data to base your decision on   in in the situation when uncertainty is still a 
pretty big factor uh that's playing for all of us   i have a question based on your victoria 
maybe your natasha uh experience like after   how long we can expect some relevant data for 
organic google and from social media because it's   what it's actually coming to 
how long should i collect it   like you know to be substantial to make my 
decision in this time year two for organic google   where did you get it from julie yes you already 
kind of for two years i'm just wondering   um good question it's not as much about 
the time that you spend on it it is about   consistency because with every marketing campaign 
that you are trying like first you will be so a   lot of like my clients who come to me it's kind of 
just like they shy away from numbers because just   like like i just do it by intuition because like 
i know my people and it's it is very great like   being guided by intuition it's great and using 
intuition to um kind of uh set hypothesis to say   okay like this is where my clients are like this 
is uh what what they do like this is i understood   okay i'm sorry question to victoria victor how 
long julia already kind of on the surface of   internet because i'm trying to to to calibrate 
so all these events whatever a lot of marketing   dollars in efforts and they do great job 
after two years you get this statistic and   it was partially before pandemic world yes 
this statistic whatever we wasn't on on the   dashboard coming from previous two years of uh 
marketing uh efforts from uh you decide correct   um emily i think what we're talking about here is 
not marketing efforts from unless you're asking   specifically about use the business but okay 
uh so it's that's a question like i i use the   market that really uh don't know how to answer 
the question how long will it depend so how what   are you gonna do like what are you gonna do 
this every day the same thing are you gonna   you know because right now it's it's really hard 
to say everything is shifting so so quickly uh and   of course it's accumulates right so when we were 
talking about around violet treats and eleanor's   efforts she's been in business for 10 years she's 
been building as a travel journalist right so she   has a lot of blogs and that's why we're talking 
about seo for her for some companies and newly   sometimes included right seo game may not be 
the game to play uh for somebody it could be   your partners your affiliates your network that 
actually bring that traffic to you rather than   um rather than blogs and articles because you may 
be talking to your people person to person one of   our clients for example runs masterminds weekly 
on facebook live and that's how he grows community   uh he gets people into the conversation like 
this about what's important about the trip that's   coming in and and that's all he does it doesn't 
even have the website honestly right it's not it's   not it's it's the effort that connects you to your 
community that builds trust into community how how   soon will you trust us that's pretty much the 
question how long will it take for you to trust   us i don't know it depends on how connected we 
are and uh how aligned we are and what value we   can provide for you right so if we're providing 
exactly what you need the hopefully not hopefully   right now we'll have this conversation tomorrow 
you'll you'll upgrade and say this is exactly   what i was looking for if we are giving you 
something that's it's not matching you so   i'm gonna tell you well this is a software it's 
perfect for group trips and you're gonna say i   don't really do group trips but i do have that in 
that case it's going to be very different right so   i when natasha was starting the conversation i was 
talking about eleanor really knows her audience   this is the key everything else all the data that 
we are doing here all you know the metrics the   tools the dashboard everything else is to show 
you uh how much you understand uh and kind of   give you the the in front the measured data of how 
you yeah measured results of how this connection   manifests itself but how connected you are with 
your community and how quickly you get connected   how quickly it is this will help you pretty much 
the tools is like okay this is not your people not   your people this is your people this is how you 
talk to them and from that moment those are your   people and as soon as this clicks this blows up 
so it doesn't go like slowly lying like it goes   like don't clicking not clicking content is 
not right people are not right like this is   not the right timing not the right environment 
not the right price click done i understand   why i'm asking because i was just like i'm 
listening and looking for many you know   marketing advices in one of the big authorities 
i was just reading articles saying uh guys the   statistic whatever was before kovit like you 
cannot rely on it like generally because it's   all changing and shifting so don't make your 
conclusions based on the old kind of numbers   because whatever worked before might not work now 
and all codes are changing and rules are changing   whatever you mention so that's why yes obviously 
first of all we need to find out drive and after   then to build community and after them to work 
probably at least for a year to get the stats   to be displayed on a nice dashboard well but the 
thing is that and i i completely agree with wika   that it's it doesn't have to be this like you 
you work very hard for a year and you look at   your numbers afterwards it can very well be you 
can be guided by by your results ongoingly and   kind of just like maybe in the beginning while 
you are just starting things like it might be   say like on a monthly basis but like you you 
start with with the okay like you have this   hypothesis like i think my people like are like 
this is where they are like i'll try facebook   like say facebook lives and if you do that for a 
while and like every time you see and like this   make these little tweaks depending on how 
your audience responds so it will be this   like ongoing process and in the beginning you will 
be looking at very small numbers but ultimately uh   you will you will understand how things work 
like based on the numbers you are seeing so   yes statistics have changed or whatever like 
metrics we were looking at before covet they   are they might be different um now but it's it's 
not as useful to look at those industry standards   standards regardless like that's more of like 
a guideline it's always great to look at your   audience because like i just like vika was 
saying that depending on your niche depending   on the trust level that they have depending on 
like how aligned or like what what is that um   uh problem uh solution kind of like match and that 
you can create your your like audience and like   speak exactly their language like you can you can 
blow up very quickly so it doesn't it's not about   time it's about you paying attention to how your 
audience responds and reacting to that versus kind   of like marketing like this way kind of just like 
spreading like your message wide it has to be very   targeted especially in the beginning because 
it is very much that's conversation back and   forth back and forth and like you can use your 
numbers to show you okay like this is working   and i hear what i need to tweet thank you i 
understand error and trial before you have   understanding it's always like that it's always 
like that yeah and the fact that it doesn't work   in the beginning it's it's actually it it doesn't 
mean anything it's just just like rika said it's   kind of like these little shifts that you you make 
until it just like clicks and then like you can   put all your effort into it and then you can 
expect specific results back because numbers   have proven you that okay like this is how things 
work for me thank you all right guys great hour   um keeping us aware of the timeline it is exactly 
1l right now so um do we have any last questions   anything like oh i want to know a little bit more 
of this i want to grab natasha's information for   example i would like to have that natasha please 
share your your link um in the chat um if you   can so people can find you for any questions 
we're also going to be in our facebook group   uh for yuli users that's a private group and um 
that natasha will be answering some questions   if you have something for her as well uh please 
let us know uh we will be sending the recording   and if yes what last chance last 
chance come on your business your   questions how do i get better how do i get 
my numbers how do i get my marketing data all right thank you very much thank you natasha 
for your time amazing conversation amazing insight   um i hope uh it served you while you're watching 
us talking about marketing data natasha varanpyova   is from systems of rock all right that said 
systemsrunk.com is where you can find natasha   julie yo is where you can find us um we'll keep 
in touch thank you very much and you can just go   to that page and the button there it's just to 
book a call with me and we can just talk about   your marketing if if you want to continue this 
conversation specifically it's about your business thanks natasha thank you everybody bye

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