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
