Measure Your Online Presence

How to measure and affect your presence

By Trent Blizzard, PresidentBlizzard Internet Marketing, Incwww.blizzardinternet.com

Measuring causes results because it: ◦ Keeps your attention focused◦ Lets you see your progress◦ Provides direction for employees

Half of the battle is determining what to measure (and therefore manage)

What Gets Measured Gets Managed

Actions and Activities

Key Performance Indicators

Ultimate Goals

Ultimate Goals are the Goal

Results Based Backward Looking Problem: You cannot alter the past Definition: Final End Measurable Result of

Online Marketing

What are the Ultimate Goals of your website?

Ultimate Goals of Your Website

Actio

ns KPI

Goal

sOnline RevenueOnline BookingsPhone Calls and InquiriesNewsletter Signup / Join Specials / Packages Consumed

Measure What Matters

Question: What are the measurable factors that affect whether you achieve your goals?

These are real-time measurable events. These impact your overall return and

directly correlate with achieving your business goals.

Question: What are your KPIs?

Key Performance Indicators

Actio

ns

KPITraffic (Adjusted for

Quality)Traffic by Segment? PPC, Organic, Email mkt, etc.Bounce RatesKey Conversion RatesComments on your websiteReviews written online Return Visits Re

sultsOnline Revenue

Online BookingsPhone Calls and InquiriesNewsletter Signup / Join Specials / Packages Consumed

Measure What Matters

Activities and Actions drive your KPIs

Activities are Actions are the Critical Drivers that help you reach your goals.

Measuring and Monitoring activities :1. Keeps your focus2. Provides direction for employees3. Lets you see your progress

Activities and Actions

Actio

nsRequest for linksRequests for reviewsNew links gained (reported)New pages on websiteNew Blog postsNew press releasesNew specials / packagesNew email blasts (X open rate)# touches on PPC account# touches on social media accounts

KPITraffic (Adjusted for

Quality)Traffic by Segment? PPC, Organic, Email mkt, etc.Bounce RatesKey Conversion RatesComments on your websiteReviews written online Return Visits

Resu

lts

Online RevenueOnline BookingsPhone Calls and InquiriesNewsletter Signup / Join Specials / Packages Consumed

Measure What Matters

Links from:◦ Link:www.yourdomain.com in Google◦ Yahoo Site Explorer◦ SEOmoz Tools (Linkscape)◦ Google Webmaster Tools “Links to your Site”◦ New Links Earned

Search Results◦ Actual traffic from search engines X bounce rate◦ SEMRush reporting◦ Webmaster Tools “Search Queries” Report

Specific Measurables

Site Activity◦ # visitors X inverse of bounce rate◦ Average $ per visitor ◦ Total revenue broken down by source◦ New content added to website

Social Media◦ New Fans and Followers◦ # of Facebook, Blog and Twitter Posts◦ New Reviews◦ Management Responses to Reviews◦ Traffic from Facebook to website + $$ earned

Specific Measurables

Email◦ # Emails Sent◦ bounce and open rates◦ Revenue◦ Inbound email inquiries and revenue◦ Average response times

PPC◦ Visits and clicks from PPC (adjusted for bounce

rate)◦ Revenue◦ % ROI◦ Frequency of adjusting and touching account

Specific Measurables

Miscellaneous◦ Load time (Yslow and Google Webmaster

Tools labs)◦ Brand Mentions (Google Alerts)◦ UGS and Web Mentions in Google Places◦ Traffic from Google Places◦ How Deeply is your site indexed

site:yourdomain.com Webmaster Tools Yahoo Site Explorer

◦ Exit Rate and Bounce Rate by page (find the leaks)

Specific Measurables

Only Activity will Improve KPIs and Results

Why Measurement is a Waste of Time

Website: www.blizzardinternet.com Blog: newsletter.blizzardinternet.com Email: info@blizzardinternet.com Phone: 888-840-5893 Address:

Blizzard Internet Marketing, Inc1001 Grand AvenueSuite 203Glenwood Springs, CO 81601

Blizzard Internet Marketing