Plan the success of your Digital Marketing focused on your website
Maybe you have heard this story before. About a Digital Marketing campaign with an impressive design. It rational so clever and attractive, for a product everybody must going to buy.
The only measurement indicator was the increase on sales. Any other information it’s a mystery.
How to Avoid the Fail?
Focusing on your website
A website is your workplace on the Internet. This is where you can get in touch with your clients, show your products and special offers. Here you can build trust and lengthen the buying process.
Your webpage is the center of your Digital Marketing strategy. Your Facebook page, your Twitter or Pinterest accounts, your YouTube channel and the rest of social networks are supports and accessories to that strategy.
On your website, you can establish objectives, goals, key performance indicators and targets. You can have control over the efficiency of your page.
You can say “but the social networks give me data and measures. I don’t need to spend on a webpage”.
Well, the social network data displayed to you is not enough. Or it is not what you are in need. Their metrics not necessary useful for you.
Or you can add to your website multipurpose tools: ones that attracts Leads (interested clients), that proves the effectiveness of the Call to Action, and gather valuable information of your visitors behaviors.
A website with Web Analytics you can always do evaluations. You can detect improvement areas and do the corrections.
The information obtained from your clients allows you do those modifications: on your site, on the promotion tools. On the way you thought about your clients and your business. This way you could create changes on the webpage and on the Digital Marketing campaign.
The main objective of your website
The ultimate objective of your website is to make you earn money. Any other goal must help to improve your revenue. If not, consider again if having a webpage is what you need.
The Web Analytics helps you boost your revenue. It gives data to direct the changes required to get more clients.
This is not about having only a nice webpage but having one that functions.
A Measurement Model
I have commented that the Web Analytics gathers information and allows it to get insights. But, how it does that? How I know which data collect and how to understand them?
- Objectives: When you create your webpage (or at the beginning of its optimization) you establish certain objectives (besides earning money), why I want a website? This question must be in line with the business goals you have. They must be on your Digital Marketing campaigns and the analysis tools as well.
- Goals: You set what you want to achieve with every objective of your webpage. It is a planning exercise. Increase the number of clients, boost the web presence…?
- Key Performance Indicators (KPI): Is the specific action that indicates the effectivity of the goals.
- Targets: is the success value that you assigned to a KPI. It could be 1000 calls asking for an estimate, 1000 downloads, 250 purchases.
- Segmentation: you divide your Targets on groups with some common characteristics: by location, behavior, step on the purchase process, outcomes…
Implementing this Measurement Model you could be clear about what expect of your site and how to do it.
As you see, Web Analytics is a process that develops at the same time as your business needs. It defines the advertising actions to take and if they are doing successfully or not.
A Digital Marketing campaign must:
- Be centered on your webpage
- To achieve a growth on your revenue
- To have a Measurement Model: objectives, goals, key performance indicators (KPI), targets and segmentation.