Getting, and using, information on internet marketing advertising is usually one of the weakest areas of an online business. So, where can you get this information and how can you use it?
First, you need basic information about what visitors are doing when they’re at your site, how they get there, from where where and when do they leave. You’re looking here at a tool like Google Analytics(TM) tracking your visitor’s activities.
Second, valuable information is how visitors feel about your website and your products. What’s their perception of it (and you!) and, also, what’s their attitude towards your business. You can get this information through surveys on your website or blog, comments on your blog, the kinds of questions asked, and simply by asking your subscribers and customers what they think.
Third, there’s information about payments for products and subscriptions to newsletters, ecourses and so on. For example, you can note any differences between sales on your main sales site and those through affiliates or resellers. Also, you can see if there’s any difference between your sales site and blog or other types of site. You can draw conclusions about different methods you’re using to get sales, linked with customers’ attitudes to your business.
Fourth, find out the effect of different ways of driving traffic to your website or blog through internet marketing advertising. Different methods of advertising may be producing different perceptions of your site and product. You can use cross-over marketing methods. For example, if the ways of email marketing are producing a significant better result, you could find out what the motivator points are and use them in other advertising if they seem approriate.
Fifth, information about your competition is important. You can track what changes they are making and possible effects of those changes. You don’t want to copy them completely but they are indicators of general marketing conditions.
Sixth, use Web 2.0 sites to see what is happening in your markets, using Google Alerts(TM) for example. Word of mouth on such sites can be powerful whether positive or negative. It’s best not to be caught unawares and try to keep on top of any possible negativity, while using the sites yourself for positive advertising.
You need information about internet marketing advertising, otherwise you’re flying blind and are at the whim of any changes you’ve not noticed.
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