•Track each of the marketing tools you are using. In the world of online marketing, it is critical to look at the actual marketing tools you are using. Most businesses will use a combination of tools to communicate and market on the web. This may include the use of social media, the use of Google Analytics and numerous other programs. The success of each program needs to be considered because, even if the program does not cost anything itself, time is money. Formulating how well any Internet marketing campaign is working is never a simple process. It involves going to numerous websites, gathering information about the usage of such sites, the amount of traffic generated, and even more importantly, the amount of money made from that traffic. It also requires having a solid look at the time invested in each of these activities and how well it is being spent. WHAT DOES YOUR REPORT LOOK LIKE? As a business owner or a marketing guru, it is up to you to know the current status of any marketing campaign. It is also a good idea to consider what elements are important to look into. Do you use any of the following Internet marketing tools, for example? •Do you use search engine optimization to draw in customers to your website, perhaps for your unique keywords related to your business? SEO is a critical component to any marketing campaign on the web, but it is a good idea to focus on SEO that works for you. In other words, if SEO is not performing, changing it, or refocusing it, may be necessary to boost your bottom line •Do you use Facebook? Time spent here may seem like “free” time but you are still paying for it. When creating a marketing report, you should outline how much traffic is coming in from Facebook and what types of actions on the site are leading to these
Learner Resource 51 SITXMPR007 Develop and implement marketing strategies V 1.2 results. What types of posts, for example, are getting people to talk to you? What gets hits at your website and what does not? •Do you use Twitter? Many businesses love how effective Twitter can be not only to get customers to websites but also to learn how customers react as well as what the customer’s needs are. However, Twitter can be a big waste of money spent on time if you do not make the right decisions to use it, or the marketing campaign using it is not as effective as it needs to be •You will need to look at the way you are using Google AdWords, too. If you use this program, you are paying for the results. Is it working for you? Are you not only getting more visitors to your website, but are those visitors converting into sales for your business? If not, you may be investing in the wrong keywords, or making mistakes here What other services are you paying for? If it is something related to your marketing, it should be a part of your marketing campaign’s marketing report.•List all information about the programs and services you are using •List the time invested in such programs and services during the course of a month •Document the results –what has come from this investment?