Definitely, measurement and organization are key things to improve performance and make any project successful; it allows us to identify what tactics works best for us. In the world of digital marketing, we have many advantages on our side when it comes to obtain this kind of information since there are many websites and online tools out there available to us. We just need to find out which of these ways of measuring performance are more effective and suitable for our campaign.
How do we define which are the best measurement elements to include in our dashboard? Here Ian Lurie, author of CoversationsMarketing.com displays what would be for him the perfect dashboard:
While searching the net for helpful information for this blog, I realised how extensive this subject is. Finally, I came across an excellent and informative video by Brett Relander of Tactical Marketing Labs that concentrates this information in 3 key ways to measure and evaluate a campaign’s performance:
- Web Analytics:
We use these tools to keep track of visitors, clicks, and many other factors and information about our website performance and the audience’s response to it.
One of the best ways to use this tool is through Google Analytics. This is a free and extremely complete service provided by Google that generates statistics, allowing us to visualize things like how many clicks we are getting in each link, how much time users spend on your website and so on.
2. Keywords:
As Brett highlights, there are certain words you want to use to get higher organic search results. If you are wondering already what this term means, here is a small description:
· Organic Search: this kind of search organizes results in terms of content and keyword relevancy; it generates results that weren’t paid by advertisers.
· Non-organic Search: this search results are influenced by advertisers who have paid for their websites to be at the top of the page. In these results it is likely to find Pay-per-click advertising, which means that the advertiser pay the host every time their ad is clicked.
Having that clear, we can now see why you want to include popular words in your website. A smart and cheap strategy to boost performance is maintaining awareness of which are the most common words your customers or potential customers are searching online to then include these in the content and headlines of your company’s website, blog, Facebook page, etc... all your digital channels.
Measuring the results of the strategy suggested above and keeping track of search trends can also lead you to make smarter decisions when paying for search words.
3. Contact Points:
You want to identify and keep in minds which are the most popular mediums where customers are reaching you. For that, Brett clearly advises to keep unique contact points: one phone number, different types of banners (so that you know which ones get you more clicks), one email address, one blog for responses, and so on. This separation of via of communication can lead you to a better view and measurement of which of your tactics work and which doesn’t.
pao, i think that the 3rd point: Contact point is a key point in order to maintain and also improve the relation customer-company, and somehow reinforces what we talked last week.
ResponderEliminarThis contact point is really important to keep track on your customers and also to see which is the medium that works the best for your company.
Great article and really easy to read :)
Dear, I found the same video that you use as well. I agree with you,Web Analytics,key workd,and contact point,all of them are very important for measurement.
ResponderEliminarI agree with your points which connects each other.
ResponderEliminar