When it comes to marketing, more is better. That principle applies to web marketing as well. There is an important difference, however, in quality verses quantity. While the former will usually guarantee more customers and revenue, the latter may not. You have to make sure that the money you’re investing in marketing is giving you back a good return. How can you do that? By looking at what you have- and what you don’t.
1. You’re #1 (Or at Least in the Top Five)
When you type the name of your company or the product you offer into a search engine, you should see your site at or near the top of the results. The world moves fast and people are busier and in more of a hurry than ever. If they see you first, chances are your site will be the one they visit.
It is extremely important that customers be able to find you fast. Even worse than not being at the top is if your web page is not on the first screen of results. Would you spend more than a minute looking for someone to buy from? Probably not, and neither will potential customers. When you are one of the lead search results each time, you know your marketing is working.
2. Positive Evaluation Results
Technology makes it easier than ever to measure results. Take advantage of that and keep a close eye on your website traffic data. Page impressions, visitor numbers, unique visitors and the click-through rate are all vital sources of information for analyzing web marketing performance. If all these numbers are remaining high and/or steadily increasing, your site content and design are paying off.
Don’t stop with the website for tracking social media information, though. Do you have a lot of Twitter followers? Do thousands of people “like” your company’s Facebook page? You should see a good amount of interaction in these mediums, from people liking Facebook posts to clicking +1 for you on Google. If you don’t, it’s time to rework your strategy and revamp your image.
Use social networking sites to cater to your customers as people who love to share their niche interests and personal hobbies. Let your business be more than products. Social networking can let your business and its products become part of a lifestyle. Music-related businesses can let loyal customer support translate into a way for those customers to simultaneously share their guitar-playing interest through a Facebook like.
Those interested in building websites can simultaneously promote their lifestyle and support your tech blog. Personal health and wellness-related businesses can offer Facebook likes to cater to the weight training lifestyle to please their customers and get their image out.
3. Customers Are Happy
Customer feedback is critical. Customers are what drive a business, and they will make or break it. Your web marketing should include a way for customers to contact you, leave comments and make suggestions. Customers need to feel that they are being listened to and respected online just as much as if they walked into your store. Make sure that happens.
If you want an additional method to measure customer satisfaction, use surveys. This is an easy and fast way to find out what your customers really think. Keep the surveys as brief as possible: most people don’t want to spend more than two minutes taking one. Don’t ignore their feedback. Use the information you obtain to make changes. Happy customers are repeat customers.
4. Orders and Leads Have Increased
This may be one of the easiest and most obvious ways to determine web marketing success. If your company has added a strong online presence, there should be an increase in business as well. It might not happen within the first few weeks, or even the first few months. It takes a little time to build your image.
Successful marketing means that customers associate what you offer with what they want. Then they buy it from you instead of another company. When you have this association and it shows in your profits, you’ll know you are using the best online niches for your business.
5. Everything Is Up-to-Date
Review your web presence weekly if not daily. All the information should be correct and current, from pricing to special events. Websites should have text and images that reflect customer’s needs, not yours. If you consistently update blogs, websites and other social media, you will draw new potential customers as well as retain current ones. Keep customers engaged and they will be back for more.
Study the current trends involved with your products or services as well. Customers have needs that change over time, some sooner and more than others. Ensure that your online marketing shows that your business is keeping up with the times. When customers see that you are paying attention, they will turn to you to fulfill those needs.
Web marketing is a challenging experience. Your online image plays a crucial role in the development and success of your business. Make sure that image is solid, interesting and popular. By doing so, the rewards for your investments will far outweigh the costs.
Image Credit: House Of Sims