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Why Performance Measurement Is an Important Part of Online Marketing

/ July 1, 2018

Often, when business owners come to us looking for help with web design and online marketing, it’s because they want “more sales,” “more leads,” or more of something else. We can understand that, and certainly have the tools and expertise to help them. However, we always encourage our clients to think in terms of measurable improvement. We help them to understand that more is better, but it’s important to note exactly how much more is needed before they can call their project a success. Although it’s easy to overlook when you’re excited and reviewing web designs, performance measurement is a crucial part of the internet marketing process. Let’s look at a few of the biggest reasons why…

You Have to Know Your Goal to Reach Your Goal

If you don’t have some sort of numeric goal to work towards, it’s difficult to tell whether you’ve achieved what you are hoping to when you first began your campaigns. To put it another way, you can’t figure out whether you won if you aren’t keeping score.

Without measurable targets, online marketing campaigns are very difficult to set up, much less manage and improve.

Progress Should Be Measured Against a Real Benchmark

You shouldn’t ever find yourself in the position of paying money for an online marketing plan and having no idea whether it’s going to lead to success or not. That’s bound to happen, though, if you and your creative team don’t have a firm agreement on where you’re headed.

Ideally, your goal should be so defined that it’s easy to tell whether you’re making progress in the right direction on a month-to-month basis. That requires a clear starting figure to aim for.

Having a Firm Online Marketing Goal Makes Course Corrections Possible

Even the best plans often have to be altered, particularly once prospects start arriving at a website and competitors adjust to your new tactics. If you don’t have a measurable online marketing goal in place, then it can be impossible to figure out which adjustments or course corrections will carry you forward.

When you know exactly what you’re trying to achieve, on the other hand, it gets a lot easier to figure out what is and isn’t working for you along the way.

Measurable Goals Can Be Matched to Realistic Resources

How much time and money should you be willing to commit to growing your website and online presence? That’s going to depend in a large part on what result or return on investment you happen to be aiming for.

When you have measurable targets in place, you can figure out which resources need to be devoted (or cut off) to achieve them by the deadline set.

Posted in Analytics & Reporting
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