As one of the only firms in Calgary that guarantees internet marketing results, I often get asked, what results do you guarantee and how can we track them?
The most obvious results we generate are leads.
Leads are typically thought of as phone inquiries, web inquiries, or walk-ins to a retail location. However leads from an internet marketing campaign can also take the form of Facebook fans or messages, sign ups to your newsletter or webinar etc.
By determining what a lead looks like for you, you’ll then have a great foundation from which to measure the results of your internet marketing campaign.
What you can do is download the internet marketing results tracking template from our blog. This gives you a handy spot to measure all contacts to your company. It’s as easy as asking every single inquirer how they heard about you, and marking it down all in one place.
This information will not only show you the return you’re getting on your investment in an internet marketing campaign, but also what methods are the preferred and most successful in terms of driving business.
From our perspective, generating leads is the end result of a lengthy sales funnel we’ve created for you as the core of our internet marketing strategy.
Typically a consumer needs to go through a 7 step process to get to the point of being a qualified lead.
So, we view results as being quantifiable increases in all the factors that contribute to converting a prospect from mildly interested, to the- cheque-has-cleared.
In a very common situation a consumer will conduct a search online and find your site. If they’re satisfied with the information on your website, they’ll take action to contact you. This is internet marketing in its simplest form.
In order to generate these types of leads, we work backwards, delving into detailed metrics.
Based on a 4% conversion rate (the average percentage of people who will take action based on a website visit), how many visitors do we need to get to the site? So, we measure increased visitors as a metric of a successful internet marketing campaign.
Likewise, page one placement on Google is also viewed as a success factor, as this generates the exposure and traffic necessary to generate the leads.
Fundamentally, we ask, are we generating enough exposure and interaction with prospects to generate leads?
If you’re the business of selling to other businesses, the sales cycle may take quite a bit longer than the ideal internet marketing situation described above.
Typically a business or commercial consumer will go through more steps before becoming a customer, but the payoff is generally larger per lead closed if you end up with a customer for life.
In this case, we measure things like the open rate and click through rate on your newsletter, as well as the rate of sign up.
No matter what your unique situation, you can be sure we measure all the pertinent statistics on our end. Using Google Analytics, a free web traffic measurement tool, we’ll deliver monthly reporting on your web traffic and all internet marketing success factors.
However, the most accurate measurement needs to take place internally. You may even need to provide an incentive for your staff to provide accurate measurement for you.
I’d love to hear your questions or challenges – Tell me in the comments below.
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Laurel Lindsay is a Calgary Internet Marking Consultant & President of The New Media Group Inc. She has over 8 years hands-on Internet Marketing experience.
Laurel is enthusiastic and passionate about helping people live better lives by leveraging the power of the internet.