Why Measure? If you don’t measure, how will you improve?
Do you know what people do on your website? Do you know what your top ten pages are? Do you know what your worst ten pages are? Do you come up in Google when someone searches for your product or service? How optimized is your website? These are just a few of the questions you should be able to answer about your measurement strategy.
Read more on the Three Types of Measurement here.
What are you measuring?
What information are you trying to find out?
If you knew how every one of your last few customers found you would you change anything?
Where do your customer/clients come from?
What does it cost you to gain one more customer?
How will you measure?
Will you use Google Analytics, SEO Moz, Marketing Grader, Pagerank, Klout Score, Inbound Link analysis, Average RT’s per 1000 followers, Average RT’s per post, Average Comment’s Per Post, benchmarking against competitors
What is included in your initial measurement report?
1. Obstacle Analysis Report (OAR)
-Checking for broken links and duplicate content
-Semantic URL’s and page titles
2. Competitor Analysis Report (CAR)
-Competitor link comparison in SEO Moz
-Pagerank, marketing grader, Klout, Followers, Likes
-Comparative rankings on the Google Search Engine Results Page (SERP)
3. Link Analysis Report (LAR)
-List of linking domains
-Benchmark against competitor linking domains
4. Keyword Discovery Report (KDR)
-List of the most used keywords on your website
-Suggested keywords to use in the future
5. Marketing Benchmark Report (MBR)
-Monthly measurement report set up including: Pagerank, Marketing grader, Inbound linking domain, Klout score, LinkedIn Followers, Facebook Likes, Twitter followers.
In the new Google Analytics, you can make your own dashboard which makes navigating through what you want out of Google Analytics much easier.
Some of the standard reports I track are: Top 10 Pages, Top 10 keyword searches in Google, Traffic Source breakdown, Top 10 referral traffic sources
OKR – Outcomes and Key Results
OKR’s are a very smart way to look at your own strategy. They force you to measure something and apply it to your vision of what you want to become. It creates a feedback loop from employees as well, if they are overachieving and getting 100% on their OKR’s more projects are assigned. Conversely if an employee is lacking in their completion rate then management needs to review the workload and determine the reason for the lack luster performance. It takes the guessing out of managing. You no longer need your employees to be in the office at 8:00 as long as they deliver on their OKR’s each month than they choose their schedule. Use data to make your decisions not intuition or experience.
There’s something more to managing this way. You give employees the trust that they will deliver on the tasks you set out for them and let them complete the task in any way necessary. Obviously you set guidelines but giving employees the autonomy to work on their own projects will increase their productivity, a very measurable outcome.
So what does an OKR look like? Well it has to be quantitatively specific and there must be a deadline.
Increasing your Google Page Rank from 2 to 4 in 18 months.
Generating 2000 visitors in search engine traffic by December.
Increasing the amount of people going to your ‘contact us’ page by 50% in three months.
Increasing foot traffic through your store by 200 people a week during the winter months.
Decreasing service calls by 50% by January 2012.
Increase lead generation (people calling or e-mailing about your services) by 25% monthly.
Get an additional 10 e-mail newsletter signups every month.
Decrease overhead by 10% every year.
Decrease bad dept by 20% in 2012.
Increase employee satisfaction (on a scale of 1 to 10) by 2 points in 2011.
Increase online sales by 20% every quarter for 2012.
Decrease accounting expenses by 20% in 2012.
Increase spending on “client care” by 50% in 2012.
Achieve a 98% customer satisfaction rating by 2013.
What gets measured, gets improved. You must have an effective measurement strategy if you ever want to make a success of your online marketing efforts.
The final part of your strategy comes together when we develop a measurement strategy.
Click to see the next step in your strategy: