We here at Site Strategics are having a look at our radio shows that we have done over the last 8 months, and having a look back at the issues we discussed. We are opening up discussion on these topics and would invite you to comment about them.
What makes an internet marketing campaign successful?
What do you wish to accomplish with your web site? How does your web site work in partnership with your other marketing platforms such as social media, advertising or email?
The success or lack thereof of any marketing campaign begins with goal setting. Is your goal to have your website ranked number one in search engine results? A good ranking isn’t a bad thing, but is it bringing you the right kind of traffic? Does a number one ranking result in more phone calls? Are more people coming into your establishment because your website is performing well?
In order to gauge the success of internet marketing, you need to first know how success is defined. If you want more phone calls, how many more calls does it take to reach your sales goals? If your goal is to make your customer base more loyal to your brand, how is that measured?
What makes internet marketing better in my opinion than any other marketing medium is measurability. Through analytics tools you can measure the success of pretty much any aspect of your on-line endeavors. Through analytics tools you can analyze your efforts and make changes accordingly.
- Who is visiting your site?
- How long are they staying
- What pages are they viewing?
- Are they buying anything?
- Are they asking for more information?
- Are they engaged with you on social media?
All these items are measurable and more importantly actionable. Clearly defined goals at the front end of any internet marketing campaign will enable you to know if you’re meeting your goals. Even better, through the use of analytics data you can track your measurement toward any of those goals. If it’s not working, you can make a change. If your campaign successful? How do you define success?