Marketing your business online: Measuring what works
To get the best from your marketing, you need to know what is working and what is not. Once you know what you can do more of what works and less of what doesn’t, saving yourself time and money. Measurement can be tricky, but there are ways to see what’s working for you.
Google Analytics and Webmaster Tools
An absolute must for your website is to install Google Analytics and Google Webmaster Tools and link them together. You then get great statistics on who is coming to your site, the most visited pages and where the visitors come from. This can be very useful in working out which one of your marketing activities is bringing in the most people.
Once you have Google Analytics installed you can set up goals such as ‘enquire using contact form’ or ‘signup for newsletter’ and start to build up a picture of how people find and use your website. For an ecommerce website, enquiry form submissions, number of pages viewed or actual sales could be goals.
Click tracking in your email newsletters can also be used to see what your subscriber list are interested in. The number of clicks on each link within a newsletter will let you know what they are most interested in.
If you are using Pay Per Click marketing like Google Adwords, the conversion tracking is essential to see what keywords or ad groups are worth continuing with and which are just using up your budget without leading to sales.
You can set up dedicated ‘landing pages’ on your website that are not linked to from the main menu or from links in your content. These special pages could then be the destination for online campaigns such as a Google Adwords Pay Per Click campaign or an email newsletter. You can analyse the page views on each landing page to see what has worked the best for you. If one landing page gets hit lots of times, whatever newsletter or advert sent the clicks is worth repeating!
Old School – Just Ask People!
Especially for telephone enquiries, it can sometimes be as simple as asking people where they found out about you. It only takes 30 seconds, and people are usually happy to let you know. As phone enquiries can’t be tracked like contact forms, getting into the habit of asking can give you good data on how people find your business.
Working out the most effective marketing campaigns for your market relies on good measurement and by using these free tools and ideas you can start to see where to focus your efforts and make the most of your time and marketing spend.
As always, if you need a hand with your marketing drop us a line on 01636 812 551 and we’ll be glad to help!