Measure Success of PR Efforts
Measuring the ROI of SEO efforts is the most intense aspects of the whole Internet Marketing industry, people are always curious to find ways to measure success of their efforts, below is a summary of the steps that can be taken to measure the value of your internet marketing efforts with respect to your competition:
- Monitor competitor social search visibility vs client/company
- Monitor competitor’s optimized news content ranking in various types of search engines where the company/client is not (and probably should be)
- Research a keyword glossary and run a ranking report on those phrases. Show the lack of search visibility for what search audiences are actually looking for, relevant to the business
- Run a test of a few news items, whether they be blog posts, press releases or a digital asset like video. Take a benchmark measurement first and then show progress
- Set keyword ranking goals for news content and estimate the cost to achieve the same goals with PPC advertising over time. Demonstrate the cost of organic search traffic vs PPC traffic
If you can’t get budget approval for an overall search campaign as part of specific PR efforts, then using a competitive example or a small scale test might be enough to demonstrate the value of incorporating SEO with Public Relations.
(This blogpost made possible by inspirations from Internet Marketing Blog)
Define & Monitor Conversion Actions
Define & Monitor Conversion Actions:
These are the actions that should be measured and have a strong relation with your internet marketing strategy. Remember , sales are not the only available goal , when you have a good business plan and well defined internet marketing strategy , you can and should consider the various steps involved in a typical sales cycle and conversion. Brand promotion, visitor loyalty, trust and authority are some of the factors that pay off in long term but only when they are a goal of your website. Following are some of the factors that can be defined as “conversion actions” and are a positive symbol of your lead generation and possible future prospects.
1. Revenue per visitor:
Many people have limited themselves to CTR of pages, sales conversion rate (the percentage of unique visitors who complete a purchase), and their shopping cart abandonment rate, little effort is put in measuring revenue per visitor. I will summarize some points regarding this aspect:
· if you sell multiple products at widely varying prices, you can bias the mix of products that you sell intentionally. This may mean that you choose to lower your sales conversion rate to focus on higher-ticket items. Conversely, you may seemingly raise your sales conversion rate by emphasizing smaller-ticket items. The merit of the trade-offs involved in such situations can be evaluated by focusing on the revenue per visitor metric.
(Remember: If the products that you sell have different profit margins, the revenue per visitor metric can be deceiving. This can happen when you boost your revenues by selling very low margin or even unprofitable loss-leader items.)
· It is possible to boost your revenues while at the same time actually lowering your overall profits. A more sophisticated metric for such situations is the profit per visitor. Instead of assigning the full revenue value to the sale conversion action, you use only the profit margin onthe sale.
Which Online Medium Provides Maximum Conversion ? A Comparison
comScore recently published it's survey for April 2009 and compared the various online medium and there importance in online purchase process, following were the main mediums of research:
- Search Engine Traffic
- Online Coupon Sites
- Comparison Shopping sites
- Auction Sites
- Online Classifieds
It is a nice piece of information for internet advertisers and marketers willing to maximize their marketing ROI.
Improve Your Conversions With Positive Public Relations
Successful Online Public Relations:
PR has moved online, build your relationships with a wider audience including bloggers, journalists (on and offline) as well as editors.
Learn the language. Don't assume a blogger isn't a journalist and make sure the terms you use are familiar to them and easy to understand.
Think about how you produce a visual image to accompany your press release, such as a JPEG image or a video.
Improve Website Sales Copy:
Whether reading online or offline sales messages, there's no difference in human behavior. When people are told an "offer ends this weekend, buy now" they act immediately, regardless of whether they're being told to in print or online.
Transparency is key to writing online sales copy. Don't make false promises because customers can read up on your products on comparison websites and customer review forums to get the real deal.
Online customers aren't a captive audience, so making the sale can be harder. Generating leads by offering free trials or a free newsletter may be more important than blindly pursuing the big sales pitch.
Get BackLinks – It Improves Traffic and Conversion also:
Lend a helping hand:
Getting a link strictly for the search engines is one thing. An added bonus is when the link boosts your link popularity and sends targeted traffic to your site.
Strengthen your site’s inner linking structure:
If you’ve got some content that was previously popular and received a lot of backlinks. You can (and should) use those popular pages to give a boost to the newer pages you’re promoting.
Be link worthy:
Remember, if you write like you’re an authority on your subject, then you’re more likely to get backlinks from credible sites such as edu’s, gov’s and news outlets when they’re looking for credible sources or resources for stories or articles.