It’s no secret that marketing your business online is essential, so pretty much every company already has online real estate in place. But with the non-stop, seemingly overnight Internet changes, it’s no easy task deciding what strategies to implement – and when.
So where do you start? Should you research a dozen Internet marketing articles for the newest techniques? Look at what your competitors are doing? Stand frozen like a deer in headlights?
Before getting overwhelmed with the possibilities, the first step is to analyze what you’re already doing. If your company has a website and a blog in place, it’s time to stand back and take a super close look at how those things are working for you. Let’s cover a few of the most important data points to gather before you do anything drastic.
Is Anyone Visiting Your Site?
Using website analytics tools (e.g., Google Analytics, Mint, and GoSquared), find out how many people are visiting your site. Daily and monthly visits are the most important to note. Internet marketing goals usually include increasing visitors, so you need to know where you are right now.
Who’s Visiting and Are They Coming Back?
Obviously, this is closely related to the first data point. Just because you have 1000 visitors each day doesn’t mean they’re relevant. If 900 of the visits are from the same person, your message isn’t getting out there. If you are getting a lot of new visitors, it may not mean very much if they take one look at your site and never come back. Your website’s goal is to get a variety of people who find enough value in your website to stop by and want to come back to learn even more.
How Was Their Visit?
New people who keep coming back is great, but what did they do there? Did they spend time on various pages (page views and pages per session), take one look at the site and click away (bounce rate), or stay a long time (average session duration)?
Where Did They Come From?
Finally, how did your company find your online property? Some may have found you directly by typing in your URL. Others may have clicked on a search engine suggestion (organic), clicked on a link in an article (referral), or even been led there by a social media post (social). Knowing your traffic’s source(s) can help you decide what highways you want to focus on for future campaigns.
This list isn’t exhaustive – you can definitely find out more about your website using other data points. But don’t get bogged down with this first step either. Once you’ve done some of this background work, start deciding what your website goals are. Armed with this information, researching strategies won’t seem so overwhelming.