There are plenty of ways to market a business these days, more so than ever in fact, which is a blessing and a curse
Marketing your business online is a great way to garner new customers- to have a variety of channels and outlets to reach new customers and keep existing customers in the loop, but on the flip side, consumers are now being bombarded with advertising more than ever. So having unique marketing tactics are crucial to stand out of the crowd.
However without a website, where are you going to direct traffic generated through marketing efforts? Your Facebook page, your Twitter profile? While each platform does provide some analytics, they are by no means a proper way to measure your entire scope of marketing. Social media is commonly a traffic generator, not a collector, sending traffic to your website.
The obvious place most business owners want to direct traffic to is their store! Of course where else? But new customers are probably not going to come across town to a business just because they have a 15% off coupon without doing a little research first, and that’s just what they’re doing. Technology has brought a new stepping stone into the decisions consumers make about where they spend their money. In a study done by Fleishman-Hillard, 89% of consumers use search engines to find information on products, services or business before making a purchase decision. (Source). This new digital world has forced businesses to be technology centric in order to better compete. Your website is now the starting point of consumerism.
It’s hard to measure marketing efforts work without a website, & what you can’t track, you can’t improve.
Take this example. If you were to run a mile everyday, how would you measure and track improvement? A timer – without one you could probably feel an improvement, but not definitively put numbers (metrics) to your improvements. Remember, the difference between 211 degrees and 212 degrees is hot water versus steam (energy). When it comes to marketing your business, not tracking a measurable objective is business suicide especially when your competition is. They are also making metric based decisions to give them a strategic advantage over you.
Tracking goals and metrics gives you insight into what works and what doesn’t, improving your bottom line by reducing wasted investments into obsolete marketing techniques. The timer your business needs is a website.
Your mobile responsive website allows you to see where your traffic is coming from, how customers interact with it and more. However this information doesn’t come standard with every website. A simple (and free) way to collect online information is through Google Analytics. Google also provides a free online “academy” to foster an online learning environment for anyone who wishes to learn more here.
Having insight into what marketing efforts give you results will allow you to funnel more money into what works while reducing expenditures that are ineffective. If you are looking for a results based marketing approach around your mobile responsive website please feel free to contact us!
Have you ever marketed in a way that was untrackable? Do you have a unique way to measure your marketing? Let us know below in the comments!
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