How to Re-evaluate Your Web Marketing Strategy
In traditional marketing, strategies are re-evaluated frequently to ensure optimum success. Why, then, do many web marketing strategies go unchecked until a major website update or company shift forces re-evaluation?
Web marketing changes every week as new sites pop up, old ones close down or change their policies, and strategies become more or less effective. Web hosts come and go, backlinking campaigns work better or are penalized, and above all, search engine ranking algorithms shift.
There are so many changes on the Internet horizon you might as well schedule period re-evaluations of your web marketing strategy immediately! Here’s what you need to know.
Analytics are crucial to figure out what’s working
Your web marketing department should have a great understanding of analytics. This allows you to see what is working and what isn’t, then begin making tweaks. For instance, you could change your strategy to incorporate testing of different days and times for social media posts to see what generates the best response. Analytics tell you how many people are clicking through to your site from social media ads, what you’re doing right or wrong in a video, and so on. Use your analytics results when re-evaluating your web strategy.
Start a marketing plan if you don’t already have one
Some small businesses don’t yet have a marketing plan. If you don’t have one, look up resources on creating a marketing plan now. With a plan, you’ll have a clear sense of direction and you’ll be able to outline your goals and how you’re going to achieve them. You can also take a look at your budget and whether it’s reasonable for the results you expect.
Ask your marketing department what they’d like to see.
Chances are good the people who deal most with web marketing have a good idea what’s on the go in the marketing sphere online. Ask them what they think is most important to begin incorporating, what’s outdated, and what they’d like to see or do online. They might ask you to let them start making Vine videos, change a corporate persona, or include different types of media online, for instance. Listen to these suggestions and consider implementing them.
See if you can get a better deal on your costs.
By using online web-hosting comparison sites, you can see whether you could be getting a better deal for your web hosting. You can check through ad tools whether you could be paying less for clicks to your business – and if this would produce results as good as what you’re getting now. Web marketing can become expensive, so include a period in your web marketing evaluation where you see what costs you can cut in order to afford new updates and strategy changes.
Re-evaluating your web marketing strategy is important and these evaluations must be performed on a regular basis if you’re going to succeed at marketing yourself, your products, or your business online. Schedule monthly check-in meetings and overhaul your marketing plan every few months to make sure you’re not sabotaging your own success online.
Gavin Carter is a digital marketer. He frequently shares his best tips on small business blogs. Visit the html.com site and learn about increasing your page load speed.