Internet Marketing Strategy
Using web metrics to improve your site
Any good online marketer will have an Internet marketing strategy but only a good strategy will provide you with all of the ways to target your audience.
The best Internet marketing strategies will be the ones that cover at least 2 aspects of any online business.
- Gain traffic using Internet Marketing
- Converting using Web Metrics
Gain traffic using Internet Marketing
The first part of any marketing strategy is to get access to your target audience and there are a number of ways of doing this. A good approach is to use a cross channel methodology, so target Pay-Per-Click adverts, banners and text links. But don't forget about also using emails, electronic newsletters, RSS feeds and of course mixing that in with offline marketing such as mail shots or magazine adverts.
By targeting a wider range of marketing channels you can reach more of your target audience but the crucial thing to consider is measuring the effectiveness of each channel. Not all channels are created equal and you need to be able to find the effective channels for your market.
If for example you have 2 marketing channels, email and PPC. If you knew that £50 spent on email resulted in £5000 of profit, and £50 spent on PPC generated £2000 of profit then you might want to spend more of your marketing budget on email campaigns rather than PPC.
In order to find out about which of your marketing channels is performing the best you will need to measure your website activity using web metrics. An excellent tool designed specifically for measuring online marketing campaigns is NetInsight which will make a great addition to any Internet marketing strategy arsenal.
Converting using web metrics
Once you receive traffic to your web site through your effective Internet marketing campaigns you need to make sure that people then go on to either become a customer or at least a lead which your sales representatives can later follow up on.
The main way of generating leads or customers via the Internet is to have your visitors fill out a form with their personal details in return for an incentive. This is where measuring your web metrics can really help out again.
By tracking when your visitor has filled out each part of your form you can identify where people drop off and give up filling in the form. Using this technique you can learn how to restructure your form by finding out which items of personal information people are not prepared to give you.
You may think that setting up this kind of tracking would be challenging, but in fact can be really easy. An effortless way is to use the NetInsight pagetag which will automatically tag each of your form fields on a page. The only thing you need to do is simply insert a snippet of JavaScript in the footer of your page and wait for the data to come in.
If you want to learn about other ways we can help augment your Internet marketing strategy using web metrics then call us on 01293 403636.
