Our Marketing Bible
What’s it Worth Without Tracking
You need to, as much as possible, monitor every dollar and minute of your time spent on your business. Your website is an investment, whether you slave away for weeks learning how to build it, or pay someone else to, it is most likely going to be one of the biggest digital marketing investments you will make. What is the point of it if you don’t understand what it’s doing? You need to start measuring the success of it!
Return on Investment
Alongside that, once you start pouring money into campaigns, you also need to monitor their Return On Investment (ROI). As this is the first time we have mention ROI in The Bible it’s important to define. ROI is a performance measure, used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. Basically, it lets you know how worthwhile differing strategies are based on cost vs results. Listed below are a range of essential tools to assist you, I highly recommend installing and familiarising yourself with them before you get started.
Google Analytics (GA) is completely free and it allows you to track all your website data. GA gives you insight into a bunch of useful information including user location, acquisition (how your customers arrived on your website), language (should we install Google Translate?), session time, and so much more. The best part of it is, if you have GA from the start you can look back at trends. For example, that campaign you did on boxing day that doubled your website traﬃc – great, let’s try that again. We now have the data that shows why and how.
If you were impressed with Google Analytics, Lucky Orange (LO) will blow your mind. For as little as $10 a month you can stalk the crap out of your customers. LO allows you to watch your website user’s real-life cursor movements and you can then start a chat with them whenever you like. LO also produces heat and scroll maps over specific periods of time so you can see where the most ‘go to’ bits of information are on your site (and believe me, it’s not the sliding banner without any call to action on it!).
Almost all paid digital marketing avenues allow you to monitor conversions on your website. This is done via their ‘tags’ or ‘pixels’. Make sure you check what conversion tracking is oﬀered on each platform you use, and implement it before you start your campaigns! A great way to gather data on potential clients, and sales, is to install a search bar on your web page – whatever is the most searched item is what you should probably be stocking!
How You Heard About Us
Track how every single customer heard about you. Put this on your contact forms, on your sales forms and every phone call or email you get. Do not start spending money on campaigns of any sort, until you can track and measure your Return On Investment (ROI). Money used in the wrong area is money wasted.
Now your website is optimized! You have analytics and conversion tracking in place and are starting to understand where your hard earned dough is going. Now it gets exciting! You’re ready to dive in with some campaigns to start acquiring traﬃc.