IT In Marketing – On Measurement

July 7, 2010

This post is the next in my occasional series introduced in this post titled; IT In Marketing.

The short summary – this series documents a pretty typical smaller business that does not have a marketing staff, and the relatively simple changes that can be made that will improve the website part of your marketing efforts. For the last episode, click here.

Onwards

I had a great conversation with Glenn Schmelzle, unlike myself, he is a professional in marketing. Glenn blogs about marketing and technology on his Marketing Whats New blog.

First, he gave me a good lecture on some ideas that I had neglected to think about!

Now, in my own defense, Glenn did have one excellent question though that I had already though about and could answer with at least reasonable intelligence.

What am I measuring?Measuring Results

There is an old old saying; If you don’t know where you are going, any road will take you there.

And any work on your website is no different, you need to know where you are going, and how you will measure that you are getting there.

I need to know what is being truly measured by the work I am doing. How do I know if I am actually improving anything? – because If you are measuring nothing – you never know what you have actually achieved.

In this case?

Since I was starting from zero, my measurements for this first stage of redeveloping our website were really modest.

In one of the earlier posts in this series,  I documented that we were invisible. If you used a search engine to look for products in our space, you  could not  find our website. The only way you found us was if you actually searched for some portion of our company name.

From that I could infer that this meant that people were using Google as a phone book – Google our name then click the link that leads to our contact information. Not the best for new business!

Two simple measurements

So my initial measurements?

Measurement #1 is simply that when people search via Google, Yahoo or Bing for information in the area in which we compete, that we begin to be found.

Measurement #2 When people do find us, it is not simply a one page click – Google our name – then click the contact page for the phone number. In other words I want to show that as people begin to find our website, that they are taking a few minutes to actually read up about our product, service etc.

It is still early – but both of these measurements are beginning to improve.

Photo Credit Darrren Hester via flickr

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