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Happiness Factory - Achieving Digital Goals
Friday, 29 May 2009
A question that I am starting to ask a lot of people is: “what is the purpose of your website?” You will be surprised by the amount of people that are not able to easily answer that.
For most of us the purpose of our website is to generate leads to create sales and profit.
Is your website achieving your goals?
Even if it is, I am sure you want you to exceed them. The web is great for determining your ROI. By embracing social and email marketing you can create a very engaged audience and we all know that an engaged customer is a highly valuable one. By using the latest in web analytics we can see what channels are creating the best ROI for us.
As a business we all have KPI (Key Performance Indicators) and we can use these to make effective decisions in achieving your goals.
· Quantitative indicators which can be presented as a number.
· Practical indicators that interface with existing company processes.
· Directional indicators specifying whether an organization is getting better or not.
· Actionable indicators are sufficiently in an organization's control to effect change.
· Financial indicators used in performance measurement and when looking at an operating index
The web is a measurable medium.
· How people arrive at a website
· How they navigate a website
· How they find information on a website
· How they value website content
· How they respond to alternative offers
· How they react to email or search marketing
· How they interact with the online buying process
· How they manage online self service
· Etc...
Measuring the measurable
1. Interaction – This can be anything from comments on your blog to forums, reviews and ratings. Remember that it cannot just on your website. If you have not already, set up some Google Alerts that can help with this.
2. Sales – This where your bottom line has increased by working hard on your digital presence. Tracking which channels are creating profits for you. Dell made $1m from twitter in 18 months.
3. Traffic – We all understand we want to increase our traffic but it important that its quality traffic that will help your bottom line.
4. Leads – Tracking your leads is another source that needs to be measured. Some of our clients for example those in the car industry do not sell online so their goal is measure brochure requests, test drives, call backs etc)
5. PR- This is one medium that is really starting to take to work closely with digital departments the world over. The last few years have been hard for traditional PR types not being able to figure out the blogosphere. Twitter is prime example as to how it has given blogging to the masses and they all need something to shout about. The worlds of, customer service, PR and marketing are merging.
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