Ever been confused between the likes of marketing and sales? Then, how about marketing and digital marketing! What would your thoughts be about digital media marketing and social media marketing? These are a few terms which are so closely related to each other, that there’s an extremely thin line separating one from the other. What’s even more confusing is how broad each and every single one of these terms is. They overlap each other in such an intertwined fashion that they form a net. Such a net is so intense that it becomes extremely hard to start differentiating between each! Consider Digital Marketing for instance.
Digital Marketing is as broad a term as the Pacific Ocean might be in the world of oceans. Among a plethora of activities and tasks undertaken through digital media marketing, analysis plays an extremely crucial role. The term ‘analysis’ is referred to as something that symbolizes the usage of qualitative and quantitative measures to deduce outcomes and results. If you’ve always thought of using digital marketing as a source to infer metrics for your website’s progress, do consider the following to find out more:
1. Identify your business objectives:
Now this step might seem totally redundant, and nowhere linked to marketing or analysis of website progress, but trust you me, it will work just fine! Just follow the thread further, and you’d know how!
But before moving further, here’s a quick tip as to how you can work on building up your business objectives. Work around the following idea:
Your business objective should be:
Doable, Manageable, Understandable, and Beneficial
Now, once you’ve figured out what your business objectives are, you need to work on deciding on the website goals for each. Look at pointer two for the how-to!
2. Identify the goals for each objective:
Now, for instance, consider that your business has three broad objectives. Figure out the goals that you’d wish your website to cover, in turn to fulfill those objectives. If you mentioned one of the objectives of your website as one to generate leads, you’d wish to work on how your Website would do that. The website can be used to track down the contact details of the visitors, provide with the contact information, and work on the advertising.
This is where the role of digital marketing comes into play. This might be the only place where you wouldn’t have to actually do anything related to marketing, but plan a strategy which would help you in the same.
Broadly speaking, you need to work on how your objective of gaining more leads is being fulfilled using your website. This is where the term “Key Performance Indictors” would come into play.
3. Identify the Key Performance Indicators:
Key Performance Indictors (also referred to as KPI’s) are a term used to understand how well you are doing, versus your objectives.
Continuing with our previous example, if the business objective is set to generate leads, and if the website goals to do just that, is:
- Get contact details
- Provide with contact information for your business
Thus, using these goals, you need to work on building KPI’s for each of these.
The general KPI’s that can be formed for generating leads, and in continuation for the aforementioned three pointers would be something like:
If you wish to judge on factors, to check whether your work has borne any value, you can start by looking at the website branded traffic, the number of downloads, visitor loyalty and retention, etc.
To give you more perspective, have a look at a few of the very popular and useful KPIs that businesses should be using, including:
Unique Visitors (to determine the number of individuals visiting the website), Total Visitors (the number of times your website has been viewed), page views (the total number of pages consumed by all the visitors), visit durations (the time taken—on an average—by each visitor), Bounce Rate (how many people have visited your website but have left immediately), Average Value of Transactions, etc. Such performance indicators help determine the ins and outs of what your website is being used for, and gives you deeper insight into how visitors are using such resources.
Using these extremely simple KPI’s, you can easily start tracking your website’s progress.
4. Work on your “click-through-rates”:
A website’s CTA (Call-to-action) button is an extremely crucial aspect in growing a business. If a user visits your website, it is your responsibility to direct your visitors to the next thing. Analyse the click-through-rates for your CTA links/buttons.
More so, CTA’s allow you to go through alpha/beta testing with placements, size, design, text, etc. to analyse what is driving your readers to click through them.
Hence, if you’re posting an advert using digital media marketing tactics, do consider the steps we just discussed in deducing the outputs of the metrics and the analytics. And, to sum it all up, although it might seem as an extremely unconventional usage of digital marketing in analyzing website metrics, this strategy of deducing KPI’s for your objectives, and website patterns clearly helps in deducing a precise strategy. If we’re asked to coin one term that could be used as a take-away from this strategy, we’d take it to be the usage of key performance indicators and the usage of analytics in deducing and tracking the usage metrics of your websites.