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Do you find yourself or your staff spending large chunks of time developing programs and campaigns, delivering them across an assortment of online marketing platforms and then wondering if they had any impact?  You are not alone.

Your online marketing efforts shouldn’t leave you scratching your head, they in most EVERY case should be measured….regardless of the type.

Search Engine Optimization (SEO) –

Determining the return from SEO effort requires setting clear goals at the outset.  For example, let’s you want to get on Page 1 of Google for the terms “Commercial Locks Chicago.”  You’ll need to have a clear idea of how more traffic your targeted search engine position will bring to your website and factor in the conversion rate your site generates to determine if it’s worth the cost.

Pay-Per-Click (PPC) –

Measuring the return on PPC is relatively simple.  Using Google Analytics you can easily set-up conversion tracking which lets you see how many actions such as a online sale or inquiry have come as a direct result of your PPC campaign.

Email Marketing –

Most email marketing platforms such as Constant Contact and MailChimp have a good analytics function to allow you to track your returns, opens, and what information has been passed along.  To determine the ROI you would compare the cost of email service, writing, designing, and sending the email to determine if you’ve made a good return.

Social Media –

A lot depends on the reasons you’re using social media sites such as Facebook and Twitter for your business.  If you’re looking to generate online sales or inquiries then it’s easy to track the ROI.  Using Google Analytics is a good way to help you see the impact your social media presence is having as you can get information on how many visitors have found you via Twitter and Facebook as well as how long they stayed on your website.  Be sure to also factor in the time you spend on writing and monitoring your social community.


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