Investing in marketing is a critical decision for the success and growth of your business. There are many avenues you can choose to create awareness of your products and services but not all are created equal. Many organizations take months to deliberate on which marketing channel they should focus with the hopes of achieving the growth necessary to justify the expense. With so many metrics and data to sort through at times it can become overwhelming to validate your efforts and investment.
Success Starts with Preparation
Before you can create success you must define success. Being successful online is more than saying you want your site to perform better. A website audit will discover your website’s limitations and on-site errors that will need to be eliminated in order to provide the growth necessary to validate your investments.
Understanding your online opportunity and completing a competitive analysis of your market will also contribute to your definition of success. If the online opportunity is found to be less than your original projections the goals that were set for success would have been unattainable. Aligning business goals with online opportunity will allow for indisputable validation for your efforts.
More of the Customers You Want
Better rankings and more traffic are metrics that on the surface appear to validate your investment. If you are defining success and validating your investment based on these metrics you are missing out on your opportunity for real growth. Using the data in defining your online opportunity we will segment out the terms that are used by the customers that are most valuable to you.
Customer segmentation allows you to identify the language and messaging that will need to be created in order to turn these passive visitors into paying customers. Understanding how your primary customer is searching for your product or service online provides a framework for the necessary resources needed to be created to deliver on your customer’s expectations. Creating this framework from the beginning helps you evaluate against business goals to validate your efforts.
Track. Measure. Grow.
Meeting or exceeding your business goals is a clear validation of your investment. Identifying and measuring key metrics that contribute to profitable growth is how your custom dashboard is created. These metrics are continuously tracked and measured so changes can be made using real numbers to ensure business goals and successes are realized. Knowing what is working and what is not working is crucial in continual marketing success.