It’s that time of year again: that weird funky period before Christmas where everything seems to be winding down and all we can think about is cheese. It’s hard to focus – we get it! So, to help manage your efforts at this time of year we recently shared our tips on how to get ahead of Christmas. We’re now sharing how to channel that pensive energy into getting ahead of 2021. We suggest taking this time to look back at your 2020, what you’ve learnt, what’s changed and begin manifesting how to tackle 2021 for a prolific January. We break it down into 2 different steps: Assessing your YOY traffic strengths and opportunities & assessing personally how you’ve navigated this year. Here are our 2021 planning questions to ask yourself for the new year.
Questions to ask about your YOY data:
When analysing data we suggest looking at your year on year growth (YOY). You can do this by accessing your google analytics. Reviewing any data you wish and changing the time frame in the top right-hand corner. You can then choose to compare to the previous year. This will give you your YOY data comparison for whatever time frame you decide.
Consultant tip: Lockdown affected traffic overnight in the middle of March, audience behaviours changed and so did the level of engagement. It makes sense to start your YOY analysis from March to today and compare contrast to next year – as if it’s a post lockdown v pre lockdown dataset. Unless you’re looking at seasonality which affects your content, then this is the best place to start your analysis.
There are plenty of things you want to asses here. Some of which include:
- Did I grow the number of people coming to my site in 2019 compared to last year?
- If so/not, where did the increase/drop come from?
- Is there any seasonality in terms of traffic?
- How does this relate to your activity and publishing schedule on your site?
- Is there anything you can learn from this next year?
- Out all of the effort put into driving traffic to your site across your channels, which ones paid off and which ones didn’t?
- Does this influence where you should be spending your time next year?
- Which channels give the best engagement on-site?
- NB You can look at bounce rate and average time/session to assess this
- Has this changed YOY?
- Which channels bring in the most new users to your site?
- Has there been a change YOY? If so, why do you think that is?
- What else comes to mind when looking at this data? Jot it down and keep a note!
Now that you’ve built a picture on the traffic to your site throughout the year, you want to now build a soft list of priorities for next year’s growth plans. Make sure to use this time to reflect and research how you hope to make an impact in these areas next year.
Beyond the data, it’s essential to referlct on how you, yourself have navigated this year. Here are our top questions to ask yourself to map out your priorities.
Here are 9 questions you should ask yourself to map out your priorities for 2021:
- Switching “What if I fail?” with “What if I succeed?” – what does success mean to you next year?
- Whilst we’re at it, what does success mean to you in the next 5 years?
- What part of your job brought you joy this year. Why?
- What was too much to handle this year. Why?
- What are your revenue goals next year? Where/how do you envision making this money?
- What went as planned this year?
- What wasn’t as expected? Why?
- What did I learn about my audience?
- What did I learn about myself this year and how can I use the wisdom for a better 2021?
You may not have all your answers right now, that’s ok. Take the next few weeks to mull over your analysis and thoughts. Use your thoughts to create a clearer idea of what your new year plan should entail so you can hit your January RUNNING.
Have the urge to revamp your content after your review? Check out our content calendar to help give you structure and planning prowess to kick start your 2021 off right.