One of the greatest myths about online marketing is that it cannot be measured. But online marketing strategies for small businesses can be measured in several ways.
Depending on your business goals and objectives, small business owners can review and analyze their online marketing strategies on some key metric that include Search Engine Optimization, social media, email etc.
It is very important for small businesses to have a basic understanding of the above metrics to measure their success. So, here we go:
You need to count your web visits because it give you an idea about the number of people who have reached your business website. Also you need to check on the number of new visitors and those who are returning visitors. This will help you to check on how to convert visitors into leads.
Remember that new visitors are important. You need to earn their interest by providing relevant content on your website.
Organic Search visitors vs other
The people you want most are the people who arrive via Organic Search. By definition they’re your people as they found you. When Organic Search is NOT the largest source of traffic for your website, you have work to do.
Do you have gated content? A landing page?
You need to have the number of people who have signed up a form on your website so that your marketing people can now start to nurture them then your sales people close a deal with them later.
By setting Goals in Google Analytics you can easily measure how many people take action on the landing page vs how many people load the page. This is your landing page conversion rate.
As a small business, acquiring a qualified lead should be one of your main goals and objectives. Therefore, note if your website is generating leads to understand if your inbound marketing strategy is doing well.
Social media marketing is important for small businesses but to know if all is going on well you need to measure the engagements in terms of the number of shares, comments and like on your posts. Remember that high engagement rate shows that your content are of high quality and relevant.
In conclusion, not only can your online marketing strategy be measured, online marketing is probably easier to measure all other forms of marketing.
Remember that not all traffic leads to conversion.
To generate more leads you need to either/or:
- Attract more visitors.
- Convert more of your visitors.
Both of which are measurable.
Learn more about Inbound Marketing here…