12 data driven measurements every marketer should know 0

Posted on September 14, 2014 by Rob Petersen




Peter Drucker

If you can’t measure it, you can’t mange it. Peter Drucker

  • 78% of CMOs believe marketing will undergo radical change over the next 5 years
  • Close to half are preparing for digital to grow to 75% of marketing budgets
  • 42% believe analytics will be a core competency of marketing (source: Accenture Interactive CMO Study)

These statistics say there are big changes in marketing coming. But we live in budget cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can’t see a direct link to revenue.

The secret is having – and correctly using – the right measurements.

Here are 12 data driven measurements every marketer should know.

  1. KEYWORDS: 90% of consumer buying decisions begin on the internet according to Forrester Research. The journey most often begins with a consumer typing their unmet need into the query box of a search engine. 54% find websites through natural search engines results says Forrester. Do you know keywords you want for your company? If you don’t, how do you expect to attract the people who are looking for what you have to offer?
  2. LINKS (HYPERLINKS): The best way to establish authority and improve search visibility is to have reciprocal links with other authorities in your area.  Do you know how many inbound links there are to your website and who they are? You should. Where once low-quality tactics worked for a long time, link building has undergone significant changes in recent years due largely to recent Google changes that discredit dark hat tactics. Now, blogs, guest blogging and social media represent authentic ways to build links and relationships that are mutually beneficial to businesses.
  3. SEARCH ENGINE RESULTS PAGE (SERP): 85% of people click on a website listing on the organics side of a search engine page; 53% click on the website that is listed first. Within the top five listing, 88% of the clicks are made according to Search Engine Watch. This means, if you want people to come to your wevsite, it’s important to know your Search Engine Rank Page for your most important keywords.
  4. COST PER CLICK (CPC): If you can’t get to a top rank with your top keywords, it’s better to pay for a top rank than believe search engines are going to drive visitors to your site anytime soon. Paid Search ads should be considered. They are bought on a cost per click basis. Paid search operates like an auction where the buyer sets the price, budget and time frame. CPC’s  also provide a valuable benchmark on the value of keywords. Based on the price, they show what others are willing to pay for them.
  5. CLICK THROUGH RATE (CTR):  Is the percentage of people who viewed a page that contained your ad and also clicked on the ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric to measure performance and whether the ad is relevant. Google Adwords says the average CTR is 2% for ad placements on Google.
  6. UNIQUE VISITORS (USERS): Is the number of distinct individuals visiting a website during a given period, regardless of how often they visits. It is a key metric for measurement if your web business is increasing its visibility and customer base.
  7. BOUNCE RATE: is the percentage of visits where the visitor view a single page and left. Bounce Rate is considered a key measurement of website relevance. Because, generally speaking, if the site is relevant, the visitor will view more the one page. As Avinash Kaushik, Analytics Evangelist at Google says, a high bounce rate generally reflects visitors who “came, puked, and then left”. To reduce Bounce Rate, here are 20 Things to Consider from Search Engine Watch.
  8. TRAFFIC SOURCES: Every visit to a web site has an origin, or source. There are three main categories: 1) Search Engine (Google, Yahoo, Bing – either organic or paid, 2) Another Web Page (Facebook, Twitter, another website) or 3) Direct (type a website url in the browser). This show how your audience finds your business and a very valuable measurement for tracking your time and investment into driving website traffic.
  9. KEY CONTENT (PAGES): Once a visitor gets to your website, what pages are most viewed? Key Content or Top Pages tells what is their hierarchy of needs from your business.
  10. CONVERSION RATE: What is the action(s) you want visitors to take when they get to your website? Conversion Rate is the percent of visitors that take the action you want. If you sell products or service from your site, it means the percent who buy. But, if you don’t (and most websites don’t), it means the percent who may subscribe to an email, register for a trial offer or download information. Any action or event that indicates they are a step closer to being a customer. In fact, a business may have multiple conversion rates. Macro Conversions are primary conversions like completing an order for an e-commerce site or filling out a contact form for a lead generation site. Micro Conversions are the usual actions that are precursors. They may include signing up for an email newsletter or downloading a PDF.
  11. AVERAGE ORDER VALUE: If you sell a product or service on your website, a key means for maximizing revenue is to know your Average Shopper Value. The calculation is: Revenue/Number of Transactions = Average Order Value. If you know this measurements, you can determine what you need to do to get customers to buy more (Free shipping on orders over $75; Buy 2, get 1 Free, Deal of the Day).
  12. WORD OF MOUTH: The number of positive Reviews, Rating, Facebook Likes, Tweeter Follower, Shares, Comments and YouTube Views can have a relationship to website traffic which has a relationship to revenue. People like to do business with people they know. If your business is generating word of mouth, potential customers are going to want to get to know you through your website.

Do you think these are data driven measurements every marketer should know? Any there others that you recommend?


12 myths vs. reality about SEO: WEBINAR 6

Posted on March 25, 2013 by Rob Petersen



Search engine rank results

  • 80% of visitors to a website begin by typing keywords in the query box of a search engine
  • 42% click on the website in the #1 position on the search page
  • 90% click a website on the first page

Search Engine Optimization (SEO) is the process of maximizing the number of visitors to a website by remaining high on the list of results returned by a search engine. These facts underscore the reality, if your brand is on the internet, a high rank on the search engines is a requirement for business.

What’s the secret? To separate the myths from reality, on September 24th at 11 am EST,  Mike Moran and Rob Petersen are giving a webinar . This point counterpoint discussion is moderated by Peter Methot, Program and Marketing Director at Rutgers University, Center for Management Development.

To register, go to 12 Myth vs Reality about SEO Webinar.

What are some of the things you’ll learn at this webinar, here are 12 myths vs. reality about  Search Engine Optimization (SEO).

  1. A GOOD WEB DESIGN FIRM IS ALSO AN SEO EXPERT: That’s usually not true because SEO begins with keyword discovery. This involves numerical analysis of keyword search volume, competitiveness and input from you about your expertise to compare to what consumers want. As it turns out, building a beautiful website and getting your site to a top rank with the search engines are two very different skills.
  2. SEO IS ABOUT META TAGS , META DATA AND WRITING CODE: Once upon a time, the meta tag, an HTML tag that provides keyword information about a web page, was an important part of the SEO process. This process was quickly spammed to death. As a result, its importance has decreased. Today, it is of relatively low importance for effective SEO
  3. SEO DEALS MOSTLY WITH ON-SITE MODIFICATIONS: Content from keywords plays a big roles in determining relevance, but off-site factors such as how many high quality or authoritative websites link to you is equally important. Relevance and authority are the two factors that drive search rank.
  4. SEO INVOLVES TRICKING THE SEARCH ENGINE: The opposite is true. SEO is about creating web pages and writing copy that is intelligible to search engines and also creates an experience for visitors that makes them want to come and come back again to your site.
  5. GOOGLE IS THE ONLY SEARCH ENGINE THAT MATTERS: It’s true that Google represent 70% of all searches and the percentage is growing. But, last year, Bing had a record year at 16% and is growing too. To focus only on 70% and ignore 30% leaves a lot of potential business on the table.
  6. DUPLICATE CONTENT GETS YOUR SITE DE-LISTED: There is no duplicate content penalty. Duplicate content is substantive blocks of content within or across domains that either completely match other content or are appreciably similar. “There is no such thing as a duplicate content penalty” says Google in their webmaster blog. Bing and Yahoo say the same thing too.
  7. PAID SEARCH HELPS ORGANIC SEARCH: In all of the experiences ever witnessed or heard about, it has never been proven spending on search engine advertising (PPC) improves your organic SEO rankings.
  8. SEO HAPPENS QUICKLY: Nothing that is worth doing well happens overnight. With SEO, you are building equity in your brand. You should estimate 4 to 6 month for results behind keywords that matter for your business. A good tracking system shows progress and helps results occur in the most effective manner.
  9. ONCE A SITE IS OPTIMIZED, YOU DON’T HAVE TO DO ANYTHING ELSE: While the effects of a good SEO campaign last, rankings may begin to drop if you don’t update content and there are no new inbound links generated. However, if you continue to create good content, the site will stay “fresh” and hopefully you will continue to get real “organic” links from people who find your website useful.
  10. SEO SOFTWARE AUTOMATES IT ALL: No, it doesn’t.  There are plenty of apps and websites to help do keyword research, find possible link opportunities and analyze your competition. There are some really good tools and plugins that can help you do your on-site optimization. But none of them does the thinking for you. None of them is able to understand the subtle nuances of language, your customers and your business. No one of them gets results on their own.
  11. SOCIAL MEDIA DOESN’T IMPACT SEO (AND VISA-VERSA): Social media has everything to do with impacting SEO and visa-versa. It is a source for content, keywords and links that drive authority. It not only helps your business get to a top rank, it helps your business get multiple rankings on a search page and it builds 1-to-1 relationships.
  12. ONCE YOU HAVE A TOP SEARCH RANK, BUSINESS ROLLS IN: A top rank behind keywords that matter drives visitors to a website. The action they take, once they get there, depends on the how you guide them and create a good experience. For example of brands that do this well, here are 10 case studies that prove the ROI of SEO.

This clarification of myth from reality is to point you in the right direction so you pursue the right path for your brand. SEO is a marketing science. Although there are those who claim to know the “special sauce,” check first if their implementation of SEO relies on myths or reality.

SEO is something BarnRaisers does and I teach as part of the MBA faculty at Rutgers CMD. With colleagues Mike Moran and Tim Peter, we have a unique offering for companies with on-site training called JumpStart Workshops where we come to you and to “hand-on” training to deliver an effective SEO strategy and plan for your business.

Did these 12 steps clear up the myth versus reality about Search Engine Optimization (SEO) for you? Are your going to attend this webinar?

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