With all of the online marketing channels (SEO, PPC, Social Media, Online Directories, eMail marketing, etc) that are available and all of the moving parts it would be very easy to dump a substantial amount of time and money into your digital marketing efforts with no return on investment. That is why it’s imperative that you put the appropriate reporting tools in place to measure and quantify the results of your online marketing. Fortunately, unlike most traditional marketing mediums, digital marketing can be tracked at a very granular level and if you put the right tools in place you will know exactly how well or poorly your program is working (down to the number of phone calls and dollars generated).
Here is what we recommend you put in place to track your online marketing:
- Google Analytics – This is a free resource offered by Google that enables you to see exactly how many visitors got to your website, what they typed to get there, how long they stayed, what pages they looked at, and much more. We highly recommend implementing Google Analytics on your website.
- Keyword Tracking Reports – There are a number of tools both web based and computer based that can be used to help you track your placement for your most important keywords on Google, Yahoo & Bing. You want to keep track of how you are trending in the search engines for the keywords that are most important to you. These tools make this process very simple.
- Call tracking report – In the contracting world traffic & placement is great but no real opportunity is present until a phone call has been made. It always comes down to INBOUND CALLS. If you don’t have a call tracking number in place you will have not real way to quantify your return on investment. We recommend placing a unique phone number on your website & other online properties that forwards to your main line. When setup correctly, this will let you know exactly how many calls are coming in from your digital marketing strategy & even play back recordings of the conversations to truly quantify not just how many calls came in, but more importantly, how many new clients did you via your online marketing efforts.
For more ideas and techniques for maximizing your Online Marketing efforts download our FREE Digital Marketing & SEO Guide.
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