Stop: Everything Needs an Assessment Period
There are very few things in this world that don’t benefit from a good rest. Most of nature takes the winter off, farmland often has to have crops rotated, machinery and electronics tend to overheat if always left on, and even tablets need a good reboot from time to time. Your web marketing campaign is no different.
After working hard on your website’s marketing campaigns, every once in a while you need to take a step back and assess your progress, adjust course and set new goals for the future. You don’t necessarily have to bring your entire campaign to a halt, but you do need to take some time, look at your web marketing data and see what story it’s telling.
Look: Success Can Only Be Seen Through Data
Analytics produce a gold mine of information about how your web marketing campaign is doing. But in order to know what that is, you have to be tracking and monitoring the data. If there is one thing I have found over the years is that many people still don’t see the value in Analytics; they just want the strategy.
The problem is, the analytics tells you whether or not the strategy is working. Without it, you’re just going on gut feeling, which is rarely right. Did the phones start ringing more or less? Must be the fault of the web marketing, right? Not always. Analytics helps you pinpoint successes and failures and to truly understand where they are coming from.
Listen: Let Your Data Tell You a Story
This is where listening comes in. Web marketing data gives us a lot of facts and figures, but understanding what those facts and figures means requires listening to the story your data is telling. Analytics is often like reading hieroglyphics. You know there is a story there, you just have to learn how to read what it all means.
What you “hear” the data tell you will raise questions and open up new opportunities for exploration. Somewhere in there are answers, and only by truly listening to what the data is telling you will you be able to find the correct answers.
Reengage: Adjust Course as Needed
Once you have a good understanding of the data and the interpretation of the story behind it, you need to put it to work for you. Use your conclusions to tweak, change and reconfigure your web marketing efforts. You may need to stop focusing on one area in order to spend more time on another, or you might see completely new opportunities that were not obvious before.
Taking the time to stop, look and listen to your web marketing campaign helps you create a more effective campaign. You may want to do this process yearly, quarterly or even monthly. Each time, you glean new information that ensures that you focus your efforts on the highest value and leave no opportunity unaddressed.
When you stop long enough to let your web marketing data tell you a story, you have a better opportunity to ensure it leads to a happy ending!