Gauging Results of Your Online Marketing Efforts

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Online Marketing
This entry is part 3 of 6 in the series Marketing Your Business Online
     

Starting an online marketing campaign is only the first step in the process. It is a great idea to start an online marketing campaign if your target audience will use the Internet to research or purchase the products you sell or the services you offer but those marketing efforts may be a complete waste of time if you don’t evaluate the response to your Internet marketing. Each time you implement a change to your marketing strategy, you must evaluate the results of the change to determine whether it generated a greater profit for your business. It is critical because it can help you determine what is working and what is not.

Gauging the results of your Internet marketing efforts can be done in several ways. Customer surveys and embedded HTML codes are two of the most popular methods of evaluating the effectiveness of an Internet marketing campaign.

  • Customer surveys:  Customer surveys can be as simple or as complex as you like, depending on how much feedback you would like to receive. However, one of the most effective ways to learn how well your different marketing tactics are working is to include a question asking the consumer where they first learned about your products or services. This is important because if you discover that a great deal of your customers are learning about your products or services through a particular venue, it is a good indication that this method of marketing is working well for you.

  • Embedding code: Embedding code into your advertisements for the purpose of receiving feedback is also a popular method of evaluating the response to your Internet marketing strategies. Advertisements can be coded so the business owner receives feedback each time an Internet user clicks through a particular advertisement. This is useful for letting the business owner know which of his advertisements are attracting the most attention. If the business owner is using two different designs for his advertisements he may discover one design is attracting more attention than others and may make the decision to convert all of the advertisements to a more effective style. Similarly a business owner who is running the same advertisement on several different websites may discover he is receiving more traffic from one website than others. He may also discover some websites are not attracting much attention at all. This would give the business owner an indication of which advertisements to cancel and which ones to keep running.

  • Web traffic analysis – The response to an Internet marketing campaign can be evaluated by carefully reviewing website traffic statistics after implementing changes to the marketing strategy. This information is useful because an unusual spike in the amount of website traffic immediately after implementing a stage of the marketing campaign can provide positive feedback that the change was well received by potential customers. While this method of evaluating the response to an Internet marketing campaign can be effective, it is important to note that implementing multiple changes at once will make it difficult to determine which changes were the most effective. Therefore, if you plan to use website traffic as feedback to gauge how well your marketing strategy is working, it is important to only implement one major change at a time so that the changes can each be evaluated separately.

Conclusion

With any marketing campaign that you may run to assist your business, it is important to track the results of your Internet marketing campaign. This should be done on a continual basis so you can ensure that the strategies you are using are working. It can also help you to determine when a strategy is not working so that you do not continue to invest time and money on a strategy that is not beneficial to your business.

Any time you implement a new Internet marketing strategy or technique, it is worthwhile to study your website traffic reports and sales receipts carefully to determine whether there is a spike either in traffic or sales immediately after the marketing effort. For example, if you send out an e-newsletter to those who have requested additional information about your products or services, you may notice that there is an increase in traffic or sales soon afterward. This is a good indication that the e-newsletter was well received and effective. However, if there is not a marked increase in traffic or sales subsequent to the e-newsletter, it indicates that the marketing effort was not effective.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).

 

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