you must monitor and analyse all of your platforms. Every time you add or modify
content, see what effects this has on your page views and conversion. Also
monitor which strategies are not effective at all, and either change them or stop
them altogether.
analysing your analytics data means more than just
adding up the numbers. You must really try to understand why visitors behave
in certain ways. Why are more people on Facebook in the morning than at any
other time of the day? Why does your blog get the most comments at 1pm? Why does no one click on your search engine advert even though there are several
impressions every day? Try to come up with logical answers and a new plan, or
consider doing some direct research by approaching customers to discuss this.
Then implement it and see what effects, if any, the changes have.
In the first three months, you should keep a close eye on your analytics data,
especially as you are adding and changing many things at once – you should be
checking your analytics programs once or twice a week. Later on, when your strategies are established, you can reduce this to a few times a month.
* Expanding the strategy
A few months after the launch of your campaign, your website is running smoothly
and you’ve mastered your email newsletter. Where to from here?
* Adding elements
It is very easy to add new elements to a thriving marketing campaign because you
already have a large audience and it will be easier to convert them to use your
new platforms than it was to get them onto your website in the first place. Use
marketing approaches like promotions and competitions to entice your visitors to
join your new venture. For example, if you are starting a new Facebook page, put
the link prominently on your website and give your customers a 10% discount if
they become a fan of your page; or offer a special giveaway if your page gets
500 new fans by a certain due date. Ensure that your new addition has been
carefully planned and researched beforehand, and that it is completely ready for
your customers before you announce it. It should also fit into your brand image
coherently, and should be something your target market would be interested in
pursuing.
content, see what effects this has on your page views and conversion. Also
monitor which strategies are not effective at all, and either change them or stop
them altogether.
analysing your analytics data means more than just
adding up the numbers. You must really try to understand why visitors behave
in certain ways. Why are more people on Facebook in the morning than at any
other time of the day? Why does your blog get the most comments at 1pm? Why does no one click on your search engine advert even though there are several
impressions every day? Try to come up with logical answers and a new plan, or
consider doing some direct research by approaching customers to discuss this.
Then implement it and see what effects, if any, the changes have.
In the first three months, you should keep a close eye on your analytics data,
especially as you are adding and changing many things at once – you should be
checking your analytics programs once or twice a week. Later on, when your strategies are established, you can reduce this to a few times a month.
* Expanding the strategy
A few months after the launch of your campaign, your website is running smoothly
and you’ve mastered your email newsletter. Where to from here?
* Adding elements
It is very easy to add new elements to a thriving marketing campaign because you
already have a large audience and it will be easier to convert them to use your
new platforms than it was to get them onto your website in the first place. Use
marketing approaches like promotions and competitions to entice your visitors to
join your new venture. For example, if you are starting a new Facebook page, put
the link prominently on your website and give your customers a 10% discount if
they become a fan of your page; or offer a special giveaway if your page gets
500 new fans by a certain due date. Ensure that your new addition has been
carefully planned and researched beforehand, and that it is completely ready for
your customers before you announce it. It should also fit into your brand image
coherently, and should be something your target market would be interested in
pursuing.
