Key Takeaways

Building the WordPress site and learning to navigate it was very valuable. As a very popular site for companies to use, it makes sense to know the most popular one. I plan to rebuild the websites for both of my businesses in the next few months. The most valuable piece of this portion of the course is the video by Neil Patel, “The Anatomy of A High-Converting Landing Page.” This video provides an excellent, easy-to-follow step-by-step formula to drive your intended goal, whether it is conversions, driving traffic, or boosting awareness. He explains key tips to drive conversions and how to tie the website to social media to reach the goals for your small business.

Google Analytics is an excellent tool for small business owners to leverage —and the best part is it is free! Once a potential customer has found their way to the website, Google Analytics can provide data that will help the small business owner keep them engaged. Google Analytics measures the impact of a company’s website, indicating which pages are performing well and which could be improved. Understanding the audience’s behavior is a key concept for small businesses to grow. Google Analytics tracks a consumer’s journey through a website, monitoring user behavior and performance, allowing the small business owner to take action to improve performance (Google, 2025).

HubSpot offers many valuable tools in one convenient place. Among the most useful are sending mass emails for quick sign-up campaigns or information distribution, designing a professional-looking website, creating a workflow pipeline, and designing and implementing a Chat flow on various platforms. A business owner can create a free website using AI and five keywords in under five minutes. One can create an email list from contacts in their phone and send test invites in minutes.

I conducted a thorough analysis, reflecting on and researching the target market for Born Horsemanship. I learned how to evaluate, analyze, and examine a target audience. Understanding the target audience is crucial for making informed business marketing decisions about which tools will be most effective in improving revenue. The right tools are essential to creating conversions, leads, and brand awareness. Completing this exercise is beneficial immediately, as it provides practice to apply it to a different company.

This course provided an education on the differences between social media platforms and how to pick the right one for the right business. A Facebook page and presence can improve any business. Facebook has an unparalleled social media presence with 253.56 million users and a very high engagement rate. The average American 18 years and older spends over 32 minutes per day on Facebook. Additionally, Facebook ads can reach over 65% of Americans aged thirteen and older (Dublino, 2025). There are best practices to post on any social media platform. One should include keywords in the product/service description and the about section to trigger search accuracy. A key action is to make regular posts. These should be a mix of both informative and creative content, illustrating for potential customers the brand’s values and purpose. Keeping posts aligned with the mission and vision of the brand is essential and will demonstrate consistency to the target audience. Posts should ask users to share the page, like a video, share an image, or write a review. Instagram is a leading photo-based social media platform. Instagram emphasizes visuals, focusing on minimal text. Instagram is best leveraged through professional-looking photos, live video streams, using the stories features, or creating a short video reel. TikTok is a similar social media platform to Instagram, but it is more focused on short videos. It provides a full-screen, rapid-fire video experience. Videos are tailored to users based on their interests, as well as the videos they have chosen to watch or scroll past. Another key difference in the platforms is the audience. TikTok’s audience is mostly Gen Z- teenagers and young adults (Captions, 2024).

In recent years, the digital media landscape has changed remarkably in the small business owner’s favor, with the use of free digital tools and social media platforms; things that were once out of reach are now not.

References:

Dublino, J. (n.d.-a). Does Social Media Marketing Still Work? Business.Com. Retrieved September 16, 2025, from https://www.business.com/articles/is-social-media-marketing-still-worth-it/

Dublino, J. (n.d.-b). Facebook Marketing Strategies for Businesses in 2025. Business.Com. Retrieved September 8, 2025, from https://www.business.com/articles/best-facebook-marketing-strategies/

[GA4] Introducing the next generation of Analytics, Google Analytics 4 – Analytics Help. (n.d.). Retrieved September 13, 2025, from https://support.google.com/analytics/answer/10089681?hl=en

Neil Patel. (2019, September 2). The Anatomy Of A High Converting Landing Page | Conversion Rate Optimization Tips [Video recording]. https://www.youtube.com/watch?v=hcPxMuxh5Tc

TikTok vs. Instagram: A Comprenhensive Comparison — Captions. (n.d.). Retrieved September 14, 2025, from https://www.captions.ai/blog-post/tiktok-vs-instagram