I have given quite a bit of thought to what my first newsletter would be about. There is so much to cover, so many things that we can talk about. The goal of this newletter is to help you get the most out of the Internet. With that in mind, I decided we should talk about progress and how to measure it. We measure progress or success in our personal lives, in business, and in almost everything we do. Our Internet marketing should be no different.
If you have a website, analytics can tell you many things. We won't cover everything here, but I do want to mention a few things. Analytics will show you the number of visits and the number of new visits to the website. It will also show you where those visits are coming from. If it is a search engine, you can often see what keywords were searched for. You can also see where people are going on your site, and more importantly, where they are not going.
Social media, such as Facebook, Twitter and Linkedin can also provide us with the numbers that we can use to measure progress. We want to look at the growth of the audience, engagement rate, and conversion rate. Once we can see and measure the progress, we will know what social media works best for us.
Using metrics to manage PPC advertising is a must. The more you pay the better position your ad gets in the search results. Also some keywords that you advertised for are more expensive than others. Without reviewing the metrics, you could easily be wasting money or not spending enough and leaving money on the table. Also since you pay each time someone clicks on your ad, you want to make sure it is someone that wants what you are selling. By looking at the numbers, you can see how effective the clicks are and if you need to make adjustments to them
Once we are measuring our Internet marketing efforts, we can set benchmarks and look for trends. We can set goals and see what works and what doesn't. Even if you have someone managing your Internet marketing for you, it is important to understand how it can be measured and how it fits into the goals and strategies of your company. Only then will the Internet work its best for you!