Data is a crucial asset that will continue to unfold the way businesses engage with potential prospects. Today data is the only factor that can strive for a brand to engage in the way their potential prospects expect from them. Data doesn’t just provide a solution to brands on the prospect's exact needs, it also guides them towards how that need can be resolved.
‘’Bernard Marr said, “I firmly believe that big data and its implications will affect every single business—from Fortune 500 enterprises to mom and pop companies—and change how we do business, inside and out.” So if you are thinking your business isn’t big enough to need or benefit from using data, Marr doesn’t agree with you.’’
As Marr puts it data is rising in its demand, today many businesses are investing millions of their revenue in quality data that will help them to grow and prosper better in their industry. There are multiple tools that help to retrieve such data without any hassles and have seen their share of demand rising in this present market and the market that will likely carry it forward to the future.
One such tool is Web scraping.
WHAT IS WEB SCRAPING?
Web scraping is the process of extracting data from a website or other source of information. The action is conducted because data isn’t that easily available. The online platform has pools of information that may or may not be easily accessible. Data that is accessible however cannot be downloaded.
Living in a generation where any queries are resolved with a tap of a button, conducting manual copy-pasting can be tiresome and honestly very time-consuming. The reason for data capture is easily interpreted for instance the need to sustain business growth, to find out about market conditions, to have a minute sense of predictions in the product growth and the list can go on.
Web scraping isn’t a task for the technical or individuals who indulge in coding. Today a normal individual like you and I can conduct efficient web scraping activities anytime, anywhere. To conduct web scraping activities, the process includes 3 easy steps:
1 . Click on the website or the source of information you want to extract
The scraping process commences
The data is then saved in your system in the format you wish to see it in, for instance, CSV file.
WHY IS THERE A NEED FOR WEB SCRAPING?
In simpler terms, web scraping is required to capture data. As you know that for any brand to cater to their prospect's needs, they first need to understand what the needs are in the first place. Similarly, whenever brands tend to conduct any action which is stressed more on lead driven activities, such actions need to be conducted with the right data in hand.
The online platform has data but not all of that data is relevant to you or might be some of the data that you are looking to retrieve may only be available on your competitor's website or other brands website. You may be able to see it but you cannot constantly drive up to the screen each time you need that information right?
And as mentioned, copy-pasting is a decades-old tactic. If a brand aims to sell quicker and better prospects, having the right data and incorporating it at the right time on their solution can spark conversion rates higher which is exactly why web scraping is required.
It could be any information, from the pricing tactics of your competitors or the need to see how prospects react to certain situations in a brand’s presence, web scraping has the ability to scrape through all that information so that it can be monitored by brands to take acknowledgment and improvise their selling solutions and tactics much better than their peers. ‘’There’s a goldmine of information out there that can reveal exactly what your competition is doing; you just have to tap into it.’’
HOW WEB SCRAPING MATTERS IN 2020?
1. SCRAPES RELEVANT DATA FROM THE CROWD
There are tens and thousands of data available online but not all that data is relevant to help your business grow. As a brand you know what is required for your brand’s enrichment and hence with web scraping, extracting only that portion of essential data that can help brands succeed faster in their lead capture activities. For instance, if you want to scrape data from your competitor's websites, web scraping makes that happen without the competitor's website slowing down or having any risk of any brand conducting this action to be detected.
2. QUICKER IMPROVISATION OF BRAND’S SOLUTIONS
A brand can enhance its solution when it has the right data which exhibits the requirements needed to improvise the solution. Web scraping provides accurate data because all the data being driven is from sources that have been following it or from platforms where prospects have mentioned their opinion on their expectations about a particular product. All of this contributes a valuable data collection to brands which can help them to improvise their solution better. Since brands have an analysis of what their prospects are expecting, it becomes easier to adapt to the modifications and also plan out the next possible changes before the new trend hits.
3. RETAINS BRAND SUCCESS
A brand success can only be retained when a band continues to serve the needs of all its prospects even with each changing trend. But how can that happen when the trends have no time of their arrival? With the data collected, brand’s can have an idea, it might not be the exact prediction but a simple analysis of how their solution will be looked upon a few years from now. Not only that aspect, but brands can also have an analysis of how their prospects will look at a product.
For instance maybe the current product offered by a brand is great,it has all the features and the prices are great, with web scraping you can get data which will help you analyze what more are prospects looking from the product for instance maybe they want few features to be automated or they want a specific feature and so on. Web scraping ensures that you get the data that can help you still cater to the prospect's needs no matter the changes and still retain the success crown for longer.
4. OUTSELL COMPETITORS
The harsh truth is if you want to be successful, outselling your competitors can win you over some brownie points. With web scraping, you can easily scrape any information which will most likely help your brand to hover in front of your competitors. It could be their pricing strategies, their prospect reviews and any other information which will most likely help in catering to your very own prospect needs.
The market is growing and changing all the time when it comes to conducting activities which can pull your brand closer to assisting their needs better, web scraping is an ideal tool for that action to take place.
5. INDULGES IN LEAD GENERATION ACTIVITIES
To capture the ideal lead for a brand, it takes up a lot of research time to find the right audience which fits a brand’s target audience. Wouldn’t it be easier if you could just have a list that consists of the leads which can be interested in what your brand has to offer? Web scraping lets this happen. There are moments where you find leads in the most unimagined places, for instance, your blog post comments, or if someone has shared your post and even leads can be found within your peers activities as well such as their engagement sections of the individuals they interact with openly online, all these prospects stand as a potential sales leads for your brand.
With the help of web scraping, you can easily scrape such information, get their contact details as well as email addresses without breaking a sweat and conduct efficient cold calling and emailing on the spot. This not only saves a lot of time for the sales agents to find them through the crowd but also speeds up the process much quicker than imagined.
WEB SCRAPING: A FUTURISTIC VIEW OF THE PROCESS
Web scraping is serving the ultimate purpose required to help brands capture leads through the methods and solutions prospects expect from them. Due to which the demand for web scraping is increasing with its benefits provided to every sector in the industry.
The future of web scraping looks like this:
1. HIGH INCREASE IN QUALITY INVESTMENTS
Web scraping can benefit the high increase investments, especially in the stock market. When businesses invest in shares there is a high risk attached to it. But with web scraping this risk can be reduced since with the data acquired, businesses have an idea of what the stock market will likely be in and when is the right time to invest in good shares for the company.
The research of studying the market will be profitable in stock buying when businesses are well aware of what they are investing it and with the data provided by web scraping, this action is highly accurate and beneficial for multiple businesses.
2. GROWTH OF BRANDS IN THE RIGHT DIRECTION
This factor aims highly at the venture capitalists who are seeking out opportunities where their investment can benefit a great startup. But with multiple startups rising in the neighbourhood how can such capitalists throw their money to the right firm. Web scraping can make this process easier. With the data surrounding startups with reference to the location advantages, the scope of business and other features of the startups, the capitalist can easily understand and have an idea of how great the business will run.
Web scraping can also retrieve information of the same business adopted by startups and help capitalists to monitor, compare and analysis which startup could benefit from their investment. Doing this ensures that brands are successfully given the right support needed and helps the expansion of such brands to grow healthier and better.
3. ENRICHED MARKETING ACTIVITIES
Brands spend tons of money over marketing activities, from creating the right campaigns to setting up tools which can help grasp better lead capture, the marketing team is one of the most crucial departments for any brands. Hence to ensure that the right marketing strategies and activities are planned, the right kind of data is required to continue further.
For instance, to capture genuine leads with campaigns, using the right keywords, topic and data which prospects are expecting to see the need to be incorporated and with web scraping, this is possible to conduct. For a successful marketing activity, web scraping helps in providing quality data which will not only enhance the way brands market their product but also enable successful lead capture.
4. CAPTURE THE MAIN INGREDIENT OF THE BUYER PURCHASING DECISION, SENTIMENTS
Many times a prospect engages with a brand because the selling factor gave away to an emotional connect. The brand was able to connect with the audience and make them believe that it was specially curated for their needs. Prospects, on the other hand, feel connected with the way the advertisement was displayed and immediately without stopping to think to indulge in becoming a real customer for that brand. Another instance is via the prospect's behaviour. The way a customer picks a band or begins to cultivate the thought of buying a product also makes a big difference in them connecting with a brand. These two similarities all fall under the sentiment categories. Monitoring such activities can give brands the advantage of understanding what sentiments a prospect gives away when analyzing a solution.
This can help brands to create better marketing campaigns and ads with connective sentiments that will trigger prospects' attention to learn more about the solution being offered. The way to collect sentiments can happen only with web scraping. With web scraping, the process can extract information from different sources of prospect communication and engagement such as reviews, feedback, social media and so many other sources making it easier for brands to sell to prospects on a more connective level.
5. STRENGTHEN THE CONTENT PLATFORMS
The content platform is another good source of revenue for brands with the agenda of capturing the attention of prospects all across the online world. Web scraping is an impactful tool here since it can help to enhance any content activities.
For instance, for SEO blogs, web scraping can help to identify which keywords work and which don’t, for video and textual content, web scraping can help identify which tags and hashtags will promote the video better and for blog creation, web scraping can help brands to identify which topics prospects want to view. Content is one of the prime factors of capturing leads vis the content channel and with web scraping extracting relevant data, this activity is conducted more efficiently and conveniently.
6. SETS THE PRICING GAME
Pricing is a crucial factor which is one of the main separators from one brand to another. Prospects would like to invest in a brand that offers good pricing with the right benefit in hand. Brands cannot sell their solution either too low or too high, it needs to be reasonable. Hence with web scraping, this is possible to detect. This process can easily scrape through competitor's websites to identify what pricing strategies they are implementing. You can then monitor those and align a good pricing strategy for your brand so that the solution being sold is priced at a realistic rate.
7. STUDYING EFFICIENT MARKET CHANGES
The market will keep changing. The trends will become a boom one day and in the next few years, it will disappear. As a brand, the most important action to be conducted here is to continue assisting the changing needs of prospects and the better way to conduct this action is utilized web scraping. When web-scraping extracts information about the market regularly can keep your brand awareness of the new changes as well as give you a predictive hint of what it could look like in a longer period. This can change the way you sell to prospects and help you and your team to create exceptional benefits with the current solutions being sold.