John Wannamaker had interesting quote, “Half of my marketing isn’t working. I just don’t know which half.”
Fortunately, marketing has evolved since then. The technology and tools have put so much power now in the hands of marketers.
The key is to use your online presence. It’s there for you 24/7. Use that to your advantage with an effective web analytics system.
Where do you start? Define the role of your website.
- How does it help you with sales?
- How does it help you with leads generation?
- How does it help you in supporting customers?
- How does it help you in cultivating relationships?
- How does it help you in discovering new opportunities, new market segments?
Have a clear answer to that.
Define goals for your website. A few examples –
Answer questions for my customers. How can they get it – download whitepaper, see product datasheets, understand design options, see installation guide.
Capture leads. Give them opportunity to submit a request, call/email you.
Cultivate relationships オンライン カジノ – for example, sign up for email marketing content where you can add value for them, or subscribe to the RSS feed.
Synergize with your marketing initiatives – have landing pages for off-line marketing campaigns (trade shows, direct mail, workshops, networking), have content for advertising campaigns, provide options to join you on Facebook page, or follow you on Twitter …etc.
Create reports tailored to your marketing objectives and market segments.
This is critical, as it allows you to interpret the data in a meaningful way.
How is my search engine optimization working for a specific product/service?
How do prospects that I engaged from a trade show or workshop behave?
How long is it taking to convert customers from specific geography or psycho-graphics?
Which case studies generate the most interest from my prospects?
Your data is only as good as your ability to interpret it and use it for business strategy.
Segment or perish.
Marketing is effective when it is targeted.
Your web analytics system can help you in understanding each of these targets when you segment the data and discern behavior of each segment in a customized way. This segmentation can help you discover new market segments and market niches as well.
Do you use web analytics in your business? How is it working for you? We would love to hear your stories.