…life is about taking action, and if your work is not driving action, you need to stop and reboot…hits and pageviews don’t mean anything except that someone came to your site and consumed some content…metrics are a dime a dozen, so how do you know which ones to use? They should have the following four attributes…
- Uncomplex – If you want action, everyone involved in the decision-making must easily comprehend performance.
- Relevant – they must be measuring the success objectives that are unique to you and your website.
- Timely – Even the greatest metric in the world is useless if it takes nine days while your world changes every three days.
- Instantly Useful – you need to be able to find insights as soon as you look at it.
-Avinash Kaushik (@avinash), Web Analytics 2.0
Your business is different than everyone else’s, so why would you look at the same measurements of success as everyone else? Everyone looks at visitors to their site, but what does that tell you about how your business is doing? If you sell a high-end product and the only people coming to your site are those looking for a cheap solution, it doesn’t matter how far up and to the right that blue line goes for visitors, your business isn’t growing. You want to look at the metrics that will tell you if you are progressing with growth. That’s why the most important step you can take toward success is identifying the metrics that will tell you if what you really want to happen for your business is happening or not.… Continue Reading
Companies focus a great deal of attention on two things: ROI and the bottom line. Rightfully so. When you invest thousands of dollars and perhaps hundred of hours in a something you believe will help your business grow, you want – and deserve – to see some results. So, a question we often hear is:
How much does online marketing cost?
The response from our team comes at this tricky question in a variety of ways…
Stoney (@StoneyD): There is no one-size-fits all answer to that question. It’s kind of like asking, “How much does a house cost?” Or a car. Or surgery. Or ObamaCare. Well, not the last one because the others can actually have a defined costs. The better questions is, “How much ROI will I get for my investment?” While there is no “sticker price” that can be placed on that, it really is the bottom line question. Whether you’re paying $5,000 or $500,000 for online marketing, you need to make sure you will get a return. This comes back to making sure you trust your SEO. If you pay a lowball price then ROI can be very difficult to be achieved, especially if your competition is out investing you in SEO. You also don’t want to over-pay, either. If your SEO provides quality and gets results – and more importantly, gets ROI – then there is no such thing as overpaying. Bottom line is, you need to invest whatever is needed to grow profits and not a penny less.… Continue Reading