I was recently able to meet the owner of a boutique selling accessories and clothing for women in Pensacola. After struggling to make sales in the past few years, her store lease was due to expire. She exclaimed, “Enough was enough!” and folded her tent before heading home. Many of her most valued customers were surprised by this decision.
I asked the former shop owner why she made such a bold decision with her small retail store. She replied, “The internet.” It was impossible for me to compete. It cost me my business!”
She didn’t realize that the Internet was and not responsible for her store’s demise. She didn’t have a tried and tested strategy to market her business online, which led to her business closing. Yes, she did have a website. Yes, she had a facebook page. Yes, she occasionally did email marketing.
She had a clear understanding of online success and failures. Her online strategy was to support each component of the website, Facebook, email and other social media platforms. Whether they all made any difference in sales.
Take a test and measure. Or Die.Slowly.
The lesson from the story of the former shop owner is this: If your business plans to or develops an online marketing strategy in 2014, it must include a way for customers to contact you.Measurement and testingThe effectiveness of each component of the strategy.
- What is your website’s rank?What is the Google search for? It should rank somewhere on the second page. It ranks on theFirstPage then why?
- What keywords were used?What factors are important in order to rank on the first page of a search results? Did thousands, if not millions of visitors search for the keyword in question? Was it used by fewer than ten people?
- How many websites?Are you competing for the same keyword? Are you willing to spend your time and resources competing for the same keyword?
- Does the competition rank higher?Your site is better than yours? If yes, then why not? Is there anything your competitor is doing that you should be doing online? What do you do if your competitor ranks poorly?avoidDo you want to avoid suffering the same fate?
- How many human people visited your site?Over a given time period (day, week or month, quarter or year)? What hours of day, week, month or year do you see the site receive the highest number of visitors? This information is important because it could be important.
- Are certain pages more popular than others?During specific hours of the day, week, month or day? What is the reason for this? Does this indicate a pattern of interest in a particular product or service?
- Which part of the country (or world), is it?Where did these visitors come?Why?Did they visit?
- What pages were most visited on the site?This is the most important thing for visitors regardless of the time of year, week, month or day. What is the reason? This behavior is so bizarre.
- How long did most visitorsStay on the site or on a particular page. What can we learn from the difference in page load time between 5 and 3 minutes? What was the visitor’s interest?
- Was the visitor using a tablet or smartphone?Are they redirected to your website? These visitors should be automatically redirected on a mobile-friendly website.
- How many people subscribed to their email address?To your weekly newsletter? Or to request sales coupons to be sent to them each week? These email addresses are being stored automatically in your customer list for future email marketing campaigns.
- How many people clicked?What website link do you want to visit? Is that a sign of interest in a particular product or service?
- How many people have landed in error?What is the reason for this?
- How many people visited your site from ?Your new sales brochure? A new outdoor billboard? A magazine advertisement? A newspaper ad? A newspaper ad? A search engine listing An email marketing campaign? This will tell you how efficient each of your online and offline marketing campaigns are.OfflineAre ads really as real?
- Are you generating revenue from your Facebook page?What is the best way to promote your business? How can you find out if this is the case? Is your Facebook page a gathering place for low-quality sales prospects or has it become a social media platform?
- Bottom line:Are you able to measure the positive effects of your social media strategy, i.e. sales revenue? Why not? What can you do to increase your social media strategy and achieve measurable returns on your investment of time and resources?
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Online marketing strategies for 2014It is more than having a website. A website for a company that is not regularly updated actually does not represent a company.DefeatsA poorly planned strategy. It’s great to have a Facebook page that is active with many “Friends” or “Likes”, but what revenue has all this activity generated for your company? It is possible to have a Constant Contact(tm), or iContact(tm), email marketing account. Is it possible that customers actually read your emails? Is it possible? How many times have they opened your emails and did they buy anything?
Every item must be measured, and consistently tested.Their effectiveness and contributions to the bottom line of your company. You could end up looking like the Pensacola Seo, FL former retail store owner.How far?She may have been determined to keep her store open and thriving.