New Year, New Goals, so what should your ulitmate goal be for digital media
What is the purpose of all the digital media you engage in for your brand?
Why do you post, tweet, comment, blog, share, like? Create content in general?
Is it to attract more visitors? Well yes, of course, and once you have those visitors you want them to be engaged, correct? Yes, of course you do.
I find marketers can get lost in the stats. Stats such as total visits, unique visits, bounce rate, time on site, likes, shares and reach are guide posts, but should not be considered an end result.
The purpose of marketing is to create sales opportunities or, in digital media’s language, conversions. Use Google analytics to create goals and track them. Create ratios to see how successful you are.
But what is a conversion? What should your goals be?
If you have an e-commerce site conversion is easy: sale = conversion. Or is it that easy? How many mobile visits are you getting while users are in the brick and mortar store driving sales? Perhaps you should have an online coupon redeemable in-store to track this goal, creating a conversion rate.
With a non e-commerce site your metrics will be different. You need to determine what they are correlated to, for your version of a sale. It could be as simple as the number of requests for quotes received or, if you are an educational institution, the amount of white paper downloads. Whatever it is, track those metrics and work on constant improvement.
In this New Year your goals for your digital media presence should come down to one thing: conversion. Don’t forget the reason a business is able to keep its doors open: profitable sales.
Steve Whittington is President of Roadmap Agency Inc. He has also served for over a decade as a member of the Executive Team of Flaman Group of Companies an award-winning organization and has over 25 years of executive experience. Steve’s current board work includes serving as; President of Glenora Child Care Society; and Co-Chair of the Marketing Program Advisory Committee for NAIT’s JR Shaw School of Business. Previous notable board work included, Chair of the board for Flaman Fitness Canada, a national retailer, a Director for a meal prep internet Startup Mealife and Chair of Lethbridge Housing authority, the third-largest Social housing NGO in Alberta.
Academically, Steve was an instructor of Project Management at Lethbridge College for seven years. Steve holds a Bachelor of Commerce Honours degree; he is a Certified Sales Professional (CSP), Project Management Professional (PMP), Certified Marketing Specialist (CMS) and (CCXP) Certified Customer Experience Professional.
Steve’s first book Thriving in the Customer Age – 8 Key Metrics to Transform your Business Results teaches about the customer journey and provides a guiding framework spanning all stages of the customer experience. The book explains how every metric impacts an organization and how leaders can best utilize each metric to provide a stellar customer experience. Everyone knows the customer is the most important part of a business. This book provides the tools to improve an organization’s customer experience and drastically transform business results.
Recently Steve’s Blog has been profiled as one of the Top 75 Customer Experience blogs
Topic: Blogs