I Can’t Accurately Assess the Performance of My Marketing Agency or Internal Marketing on the Internet
This comes from the fact that many marketers still remember the late 1990s when the only thing that mattered was website traffic. If your website garnered sufficient traffic, then you could go public for millions of dollars and become rich with absolutely no basis in reality. As we saw after the year 2000, that business model fell apart.
To assess the performance of any digital marketing initiative, you need to know and rate them based on the answers to three questions:
- Is overall traffic to my website increasing? If not, why not and what are they doing to change that? It’s important not to look at this statistic on a month-to-month basis but a rolling 3-month or 12-month basis and compared to prior years. Why? Because seasonality and other market anomalies will have an impact on anyone period.
- Is the traffic coming to my website converting into leads (phone calls or submission forms) for me at a consistent rate? Is this statistic increasing, decreasing or remaining the same? If it’s not increasing, why not? As long as this statistic is at least stable, the more traffic that can be generated to your website, the more leads you will have and the more revenue you will generate.
- Are my leads converting to sales? This is a little trickier and where being a partner with your marketing resources will garner the most value to you. If leads are not converting to sales for you, then either the website needs to target different traffic for you and/or you need to change your service offerings to meet the changing needs of your customers or you need to adjust your call center closing techniques.
In addition to the above questions, any external resource you use should, at the minimum, be focused on your industry and a Google-Certified Partner. With the multitude of resources soliciting you for business, it’s very hard to determine the good from the bad. Currently, Google Certification is the only way to know for sure you’re working with a trusted digital advisor that can help support your business.
Myths often try to simplify things that just can’t be simplified. It’s human nature to seek a simple explanation of things unfamiliar. However, in business, this can be a dangerous way of thinking.