How To Measure the Effectiveness of Your Online Marketing Efforts
Practices hear everyday how important it is to be involved in Internet Marketing.
Here are some simple tips to see if your Internet marketing is doing its job.
Search Engine Optimization and your Website.
It used to be that typing a keyword into Google would be enough to see if your campaign was working, but with more advanced algorithms and personalized search results, users do not see the same results and this is no longer an effective way to gauge your efforts. Instead, here are some metrics you can look at to see if your campaigns are truly driving more, high quality search traffic to your site. Make sure you have Google Analytics or similar tracking software on your site to view these numbers.
Traffic Increase – Is traffic to the website, particularly search engine traffic, growing slowly over time? If a website is plateauing or losing traffic, it might be time to change marketing tactics. However, it can take search engines several months to fully index a website and register changes, so be patient.
Bounce Rate – A bounce rate refers to the amount of users who land on your website and then leave right away. This could be someone who found what they were looking for immediately, such as a phone number, or someone who didn’t find what they were looking for at all. A normal “Bounce Rate” is between 40-60%. If the bounce rate goes above 60%, you may want to consider a redesign of your website or adjust how you are marketing your practice to potential clients.
Time on Site – The average time on site for a user is 2-3 minutes. If the average time dips below 2 minutes, it can be an indication that a website is not engaging users.
Visitor Location – Check to see where your traffic is coming from. If a large amount of traffic is coming from outside states or countries, this can indicate poorly targeted marketing.
Social Media Engagement:
The key to an effective Social Media Campaign is engagement. The more engaged users are following you, the more likely they are to think of your practice when they are in need of your services.
Facebook offers easy ways to track user engagement across your page, as well as on individual posts through its “Insights” platform.
Page Likes – How many users have “Liked” your business page? The higher the number of “Likes” is on a page, the larger your reach is; the more fans you have, the more likely it is that people will see your posts. Someone who has “Liked” your page is also referred to as a “Fan”. A high number of likes establishes the professionalism of your page by reinforcing the fact that many people support your page.
Post Reach – Reach shows how many individuals have seen your post. This includes users who have “Liked” your page and the friends who saw your post appear in their feed because their friends liked it. The more users engage with a post, the higher the reach will be. Facebook will reward engaging posts by showing them more frequently on user feeds.
Engagement – Engagement includes actions such as Liking a post, clicking on a post, commenting on a post, and sharing a post. The higher the engagement, the more involved users are in your campaign and the more frequent Facebook displays your post. Paying attention to what type of post and timing creates the highest engagement will help increase the effectiveness of the campaign. Know your audience and interact with them when they’re viewing your page. All of this information can be viewed in your Insights in the Posts section.
People – This will tell your demographics for your Page Fans. Having 1000 fans doesn’t mean you have an effective campaign if all those fans are in Russia and would never become patients. Beware of paid “Like” campaigns as they can generate low quality fans. A quality social campaign will consist mostly of users from your targeted market and in your geographical area.
Remember, the most important part of Internet Marketing is making sure that it is working for you and bringing patients to your practice. Staying on top of these key indicators will help to ensure that your marketing dollars are being well spent.