Modern digital marketing is highly mobile and fluid because it’s based in the Internet which changes at a constant pace. Ad campaigns can easily become outdated and ineffective, websites and become slow and bogged down, and rankings can fall seemingly overnight with the slightest change in the search engine algorithm. If you don’t keep track of your online marketing strategies, you’ll fall behind and keep wasting your money on campaigns that don’t deliver the right results. Here are some reasons why you need to keep track of your online marketing:
- Clicks on PPC ads – Most people underestimate just how expensive PPC ad campaigns can be because the cost per click is so small. Small business owners often assume only a small number of people will click on their ads and therefore don’t place any limit on the clicks or compare the investment to returns. That can cause problems in the long run and cause your company to fall behind. You need to keep track of your online PPC campaigns and compare metrics like click-through rate, bounce rate, conversion rates, etc., to determine the profitability of your ads.
- Website content and blog posts – Google and other search engines always aim to deliver the most current and accurate data to the users. If you don’t update your website content and refresh the website copy regularly, you’ll fall behind and lose all the progress you gained in the past. It’s a good habit to update your website content regularly and make sure your website is “active.” You should also take time to track the organic traffic coming into your website and make sure it’s relatively consistent. If you experience a sharp drop in traffic over a short period of time, you’ll need to conduct a thorough audit to determine what’s wrong with your website and alter it accordingly.
- Website visits – This is one of the most important factors to track because it shows you how successful your marketing campaigns actually are. You can track the number of new visits, the number of repeat visits, visits from different locations of the world, visits from the mobile platform or the desktop platform, etc. That’s a lot of information that can help you with your marketing campaigns down the line. If you keep track of website visits, you’ll know which campaigns are more effective and which need to be refined a little more to deliver good results. If you don’t keep track of your website visit, you’ll eventually fall behind because you won’t understand where your traffic comes from.
- Research vs. converting traffic – Research traffic includes people who only visit your website to get information and read your content. Converting traffic includes people who’re interested in buying your products or hiring your services. Ideally, you want to have a good balance of the two types of traffic because research traffic helps you establish a good reputation in the industry. However, if your research traffic far exceeds your converting traffic, you need to evaluate your marketing strategy once again.
Tracking your online marketing strategy helps you stay up to speed with search engine algorithm changes, to keep your business in the limelight.