Now that you’ve worked through all the steps of your Internet Marketing strategy – it’s time to review how you’re performing with various marketing activities, identify what’s working, and eliminate or modify anything ineffective campaigns. It’s time to analyse and improve your efforts.

Let’s go through some metrics and how to apply them to improving your strategy.

You will need to keep a record of what you have implemented and how it performs – keep this simple and easy to update. In most cases a simple spreadsheet will suffice.

Identify Opportunities

When you review your marketing activities, figure out what you want to improve. Do you want to convert more of the visitors on your home page into leads? Do you want more people coming to your blog? Do you want more followers on Twitter? More engagement on Facebook? Look for improvements and new opportunities.

Set a SMART Metric for Success

Your metric should be quantifiable and involve a set time frame. For example, “Increase website leads by X% over the next X days.”

Specific
Measurable
Achievable
Realistic
Timely

Analyse how your Strategies Performed

Make changes with the intention of achieving your marketing goals by doing less of what doesn’t work and more what works (and by modifying what doesn’t work so that it works better).

Go back to the metric you set to measure your success – did you meet it? If so – continue with this strategy.
If it hasn’t been met see what you could do differently. Either way – continue to monitor the metric to make sure the improvement has a long-term effect.

Either way – continue to monitor the metric to make sure the strategy and any improvements you make to it have a long-term effect.

Metrics to Track and Report On

  • Traffic – Overall, how many people are coming to your website? What channels drove the most and least visits. With this knowledge launch campaigns that will increase visits.
  • Leads – How much of this traffic are you converting into leads and potential customers? This number should be constantly growing to ensure a steady flow of revenue.
  • Customers – Map your campaigns and channels to customer acquisition. Compare these return on investment (ROI) results month to month
  • Customer Acquisition Cost – How much are you investing to draw in each new customer?
  • New vs. Repeat Visitors – Both types of visitors are good. Attracting new visitors means people are finding you through search. Attracting repeat visitors means you’ve given people good reason to come back to your site. The key is finding a balance.
  • Which Channel is most Effective? – What promotion channels or referring sources are sending you the most traffic? Focus on long-term results, not short-term traffic spurts you might
    get from news coverage or press releases.

How to Improve and Sustain Growth

Keywords – Do some research into new keywords or variations of keywords to see if these help you get found better. Remember – Each page of your website is an opportunity to do this! Not just new or blog pages.

SEO – Try changing simple on-page SEO factors eg – page title, meta description, and headings. As a simple test, try changing the page title of one of your web pages to see if you generate more traffic.

Conversions – Change it up on your landing pages and conversion forms with images, format or text changes.  Make it completely different.

Content – Determine which content is bringing you the most traffic and leads. You could choose to focus even more on that kind of content, and/or change the way you promote other content.

Social Media – Check which social media platforms are generating the most site visitors and leads. Again, you can either focus on your successful social media platforms, and/or try
improving your performance in your less successful ones.

Lead Relationships and Email Marketing – Check the frequency of your emails – these may be too frequent or too infrequent. How are your calls to action performing? Keep your information relevant to your audience always.

This is a continuous cycle of improvement.

Plan – Do– Check – Act/Adjust

Good luck with your Internet Marketing Strategy and remember we are here to help with any or all of these steps.