Results are priceless. There are literally thousands (or more!) way to market your firm to achieve business growth and success, but how do you know which tactics actually work? The age old problem with marketing is that it’s kind of a gray area in terms of its effectiveness.
Well, it used to be.
Part of the beauty of a strong web marketing strategy is that, in today’s tech-savvy world, we can literally track and measure what works and what doesn’t work. Google Analytics is a powerful resource that reveals many details about our web visitors and what actions they take online.
Setting goals and measuring your performance is key to any good business strategy, and in marketing it can be used to test whether your current initiatives are reaching the right audience and meeting your goals. Here are three measurements that can determine whether your web marketing efforts are paying off or not.
For all three of these measurements, I suggest reviewing the numbers on at least a monthly basis. Create a simple spreadsheet and input the numbers of a monthly basis. This is one really simple step that will help you visualize the effectiveness of your marketing strategy and spot trends.
1. Web Traffic
A great website isn’t so great if no one uses it. It’s sad, but it happens more often than you can imagine: a great-looking, user-friendly website that virtually generates no traffic because nobody knows the site exists. A great website generates a healthy and growing amount of traffic on a monthly basis.
The more qualified visitors you have to your website, the more likely you will be to convert the visitors to leads or clients. After about a month of data, you can begin to see patterns in what is working and what isn’t.
3 ways to increase traffic:
- Above all, provide value. Web visitors are savvier that ever and won’t waste their time browsing your site unless you’re giving them something in return (like a white paper).
- Include your web address in all marketing material (newsletter, business card, etc.).
- Use social media to drive traffic back to your website.
2. Bounce Rate
A web visitor “bounces” away from your website after viewing only one page of content. For example, if 10 visitors arrive on your website and seven of them leave after viewing only one page of content, your bounce rate is 70 percent.
A high bounce rate indicates that the content on your website isn’t what web visitors are looking for. As a result? Nine times out of 10, web visitors will leave and not return.
2 ways to reduce a high bounce rate:
- A clean, professional homepage design. Web visitors form an impression really fast; they are likely to bounce away if the site is outdated or unprofessional looking.
- Clear navigation. If your web visitors can’t find the information they’re looking for, don’t expect them to stick around.
3. Form Submissions
The best adviser websites play a role in earning new business and sustain meaningful, strong relationships with existing clients. Your website can be your most powerful marketing tool, generating leads and helping your firm reach its growth goals.
Allowing web visitors to request information from your website can be a powerful lead generation tool. This can be a simple process: ask web visitors to subscribe to your newsletter or request a meeting.
2 ways to increase form submissions:
- Place valuable content (like a white paper or educational video) behind a form. Word to the wise: keep the form fairly short and simple; don’t make people feel as if they’re signing their lives away to access your content.
- Advertise content with an enticing calls-to-action.
Vancouver, British Columbia