Is Your SEO Campaign Working?

Search Engine Optimisation (SEO) is one of the most widely used methods of attracting relevant visitors to your website. If implemented properly, it can be extremely effective in converting prospects into paying customers since most of the people who visit your website would be interested in the products or services on offer. However, if your SEO campaign is not effectively targeted, it could end up being nothing more than a waste of time and money.

It is important to measure the success of your SEO campaign in order to figure out whether your resources are appropriately allocated. Using services such as Google Analytics, you can sift through various data to analyse traffic patterns, revenue deviations, etc. to understand the efficiency of your online marketing methods.

1. Increase in Organic, Non-Branded Traffic

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If you are experiencing an increase in the number of visitors to your site, it is obviously a good indication that your firm is well-matched when it comes to keyword optimisation in search engines. However, it is important to make sure that that the higher traffic you are experiencing is not because of people searching specifically for your company or brand name.

  • In Google Analytics, you will be able to browse through all the non-branded keywords which have attracted visitors to your site.  In the Acquisition section, select Keywords, and then choose Organic Report.
  • To separate branded traffic from non-branded traffic in the Organic Report, select Advanced and in the first drop down menu, choose exclude. Enter your brand name in the text box. You can add multiple variants of your brand name by choosing “Add a new dimension”.

It is a very important to distinguish between both these types of traffic in order to properly gauge the effectiveness of your SEO campaign. Branded traffic consists of visitors who are already familiar with your website and may even be paying customers. The higher the number of new and unfamiliar visitors, the more effective your SEO implementation is.

2. Quality Backlinks

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It is important to note that not all backlinks are a welcome addition to your website. If you are only receiving backlinks from websites Google has marked as spam, your ranking will not increase.

This is because Google measures your worth by the worth of the websites that consider you a reputable source.

Think of it as the friends you keep. There are numerous free tools you can use to monitor backlinks to your site. You will be able to find out how many links point to your website, and the sites they are present in with the help of several tools (paid and free). Variety in referring domains is important, in order to get a higher PageRank.

Monitor changes to the number of incoming links over a six or twelve month period to find out which content in your website drew the most visitors. This will help you understand what works and you will be able to concentrate your content management efforts in areas which are successful.

3. Quality Traffic

High internet traffic is extremely important for the growth of your website. However, if the quality of traffic is not good enough, then it is of little value.  To gauge whether your traffic behaviour is in line with your expectations: be it conversions or engagement.

Pointers that tell about the quality of your traffic include:

  • Time spent by a visitor on the page
  • Geographical location of the visitor
  • Source where the visitor came from (direct links or search engines).

Let’s take a step back and look at “blackhat techniques.” These methods were created when article and website marketing were first introduced to the internet. Essentially, these methods cover almost anything, but the main focus is keyword stuffing and spamming multiple sites with the same content. These methods result in websites receiving poor traffic, which even though is an increase but is bad for the business and is a strong sign of poor SEO strategy.

The Behaviour Report (in the Audience section) of Google Analytics will help you understand the nature of traffic. Analyse the pages per visit, bounce rate and time on site stats to see how engaged visitors are.

If there’s an increase in bounce rate, along with a decrease in the other two, you should evaluate your SEO campaign. The ROI is best deduced by analysing the rate at which prospects are converted to customers.

4. Revenue

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In addition to profit you make through sales, websites earn revenue via other methods as well, including advertisement. This revenue depends on different things including CTR and number of visitors. An increase in this revenue is a direct indicator of quality traffic… While backlinks and the quality of traffic do help judge whether the SEO techniques you have implemented are effective, they are meaningless if there is no increase in revenue.

5. Better SERP rank

To check this, you will have to search your business’s name and see the results. For ex: If your website is ‘gauravpandey.com.au’ you should see the results that the search engine shows. Merely having your website on top is not enough, as the following links (2nd, 3rd…) should also forward to your website. These can be links to specific pages (Forums, PRs etc.) If other websites show up when you search for your business then it means your SEO strategy is not working properly and needs some changes. This also helps you distinguish between what pages are well optimized and what pages need your attention.

6. Search Engine Referrals

This is one of the strongest ways of checking your SEO strategy. Traffic comes from multiple sources with search engines being one of the main sources and the strongest indicator of your SEO strategy. This is called ‘search traffic’ and this will help you know exactly what percentage of visitors is coming through search engines.

An increase in search engine traffic is a good sign and a decrease means you need to change your SEO strategy. However, you should remember that there are three major search engines – Google, Yahoo and Bing. These are the pointers you should keep in mind:

  • Where does most of your traffic come from.
  • Remember that the number of people using a specific search engine depends on certain demographics including age and geographical location.
  • Search engines act differently to different SEO strategies.
  • Drop in one search engine traffic does not necessarily mean you have poor SEO strategy; it might be due to other factors including blacklisting.

Knowing this will help you implement better strategies. You can concentrate on one search engine (not always recommended) if most of your traffic comes from it. For example: if your website is related to technical education, Google could be the first search engine you should concentrate on as most people looking for technical stuff use Google. This is important because you need a different strategy to rank high on Google (anchor links work best) while for Yahoo and Bing, keywords work best.

7. Keyword Result

Affordable SEO Services MelbourneKeywords are very dynamic and keep changing with time.

As per reports, keyword searches have dramatically increased over the years, which is why it is important to keep an eye on them.

 

 

 

 

 

 

Some important pointers include:

  • If your keywords traffic has a fall-rise pattern then it is a sign that you are not using ‘evergreen’ keywords.
  • If you are only ranking high on phrases/keywords that are not on top, it is a sign that your SEO strategy is not working properly.
  • Stuffing keyword may cause search engines to blacklist your site which is why it is important to be careful.

8. Conversion Rate

Affordable SEO Services MelbourneThis is a very important metric to measure the effectiveness of your SEO campaign.

This tells you the number/percentage of visitors that result in success.

For example, if you are offering email service, then conversion rate tells you exactly how many of the visitors actually signed up. Google Analytics uses various tools to track a conversion. If a visitor signs up for a newsletter, it is considered a completed goal since it could lead to a purchase at some point in the future.

The Multi-Channel Funnels report will help you understand the marketing channels a convert used, and this could help you drive up conversion rate in the future. For your SEO campaign to be truly effective, it is important to not place too much importance on the quantity of traffic your website attracts.

More focus should be given to drawing the right kind of people – visitors who are willing to make a purchase or are interested in the content you provide. This also tells which page is generating most of the visitors, keeping which in mind you can improve that page’s look and SEO to rank better. Knowing conversion rate also tells how much you can afford to spend on SEO.

Calculating ROI

ROI, short for return on investment, tells you ‘dollar returns’. Since online marketing has heavily commercialized in the last few years, online entrepreneurs are willing to invest into SEO for better results. However, to know exactly how much to invest into it, ROI has to be measured.

To help you do this, given above are some of the most important metrics and the right one depends on the type of business you have. For ex: If you are offering some kind of a service or product, then the conversion rate is the best option to measure ROI.

Method:

  • First see how many visitors are coming through search engines (for ex: 50,000 visitors per month)
  • Now see the conversation rate (for ex: 2%, i.e: 2 percent of the visitors (1000) actually buy your product)
  • Let’s say you sell a total of 2000 products per month, and 50% of this is due to your SEO strategy.
  • Keeping this in mind in addition to the revenue/profit, you can see the return on investment and decide exactly how much you should spend on SEO.

For example:

  • Let’s say you make $10 profit on each item sold, which means SEO is helping you make a profit of $10,000 per month. This is your raw profit and in order to improve your SEO you may be willing to spend a bit more out of this amount.

About Us: We run one of the most efficient and affordable SEO services Melbourne. We have excellent understanding of both SME and SEO, and proven experience in setting up successful organic and PPC campaigns. Our methodology is based on ethical SEO principles which helps improve the end user experience for your visitors.  Remember: making sure you get found is important, but making sure your visitors stay is vital.

 

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Five Reasons Why You Need SEO Services

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Effective SEO is the most effective way to be found by customers.

1: Search Engines Need To Trust You

About 80% of Internet users looking for a product or service begin their quest at a search engine.  Needless to say Search Engine Optimisation (SEO) is indispensable for a business in today’s world.  For a small business affordable SEO services can be a blessing.

It can take years for a website to build 100% trust with Google.  With good onsite and offsite SEO and link-building campaigns, you can boost the trust factor and gain high page rankings relatively quickly.

Secondly, search engine trust is not going to help you with ranking for a keyword. You need to build content specific to that keyword on your website and then let a search engine find out your page. When the search engine notices that the link comes from a source that it trusts, you will get better ranking.  Also, branding is a natural bi-product of effective SEO, thanks to the associated practices that give you an excellent presence on the Internet.

2:  Effective and affordable SEO services offer great ROI

Compared to PPC, banners and other online marketing, organic SEO is an absolute bargain. SEO campaigns are customisable to any budget. When it comes to SEO – consistency matters more than the budget. For example, if you set a $150/month campaign for 12 months, it will pay off better than a onetime spending of $3,000. This is because search engines like websites with consistent links. They don’t care if you are big or small as long as you deliver what you promise.

3: Your Ranking Stays

SEO ranking is not forever, but when you compare it to a PPC campaign, the results stays longer than you would expect. A PPC campaign can give you awesome traffic, but the moment you pull it off, you will see a significant drop in traffic. On the other hand, SEO generated links are easy to maintain. With some care, they can remain the same for years.

4: SEO is Not about Money; You Are the Master of Your Game

With Google’s PPC, a customer can choose the maximum bid amount. The highest bidder stands a better chance of showing on search engines for that specific keyword. If you are selling a gluten free cosmetic product and your competition is a major brand, they can destroy you by bidding on every keyword with outrageous amounts. An SEO professional on the other hand, can use their experience, ideas and knowledge to compete effectively. No one can have a first-hand advantage on SEO. It’s all about your determination and tactics.

5: SEO Traffic is More Likely to Convert

Search is not obtrusive, in-your-face nuisance advertising.  Searchers come to you and not the other way round.  Not only are those searching for a product interested in the product or service they are looking for, they are also much more likely to go ahead and make the purchase.  This makes search traffic far more receptive than traffic from most other sources.

A site with a solid online presence is likely to get most of its traffic from organic search. Whether you like it or not, your competitors are already using search engines to their advantage and at your expense.

Gaurav Pandey consultants offer effective and affordable SEO services Melbourne for small business. Contact us today and see your Google rankings improve organically.

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PPC Advertising Best Practices

Gaurav Pandey

PPC Advertising Melbourne

For bootstrapped start-ups there are a number of affordable marketing channels to get started.

Most expert SEOs will tell you that PPC advertising is generally expensive and most inexperienced business owners overestimate advertising ROI.

So before you try paid advertising explore options such as free classified ads, organic social media, using your personal network, media publicity, sites such as Gumtree and Craigslist.

Assuming you’ve done all that and are ready to invest some money on paid advertising, here’s what you need to do to optimise your PPC spending:

PPC advertising is becoming increasingly competitive. Across the board CPCs are going up and CTRs are dropping. And on top of that there’s no direct correlation between clicks and actual conversions.

However if done well, paid search results can still garner up to 35% of total clicks. That said, it makes sense to first ensure that once someone ends up on your site’s landing page, there’s enough incentive for them to stay.

Expert SEO advice

It’s very important to interlink your pages well so that even the furthest corners of your site are within a few clicks and back from your homepage. This is very important from a pure SEO perspective too as a good navigation structure is easier to crawl for search engines too.  At the end of the day though, it’s the quality of your content that will determine whether a campaign is successful or not. Any PPC or SEO campaign can only be successful if there is absorbing content backing it. Equally important is an effective call to action. To ensure those clicks convert you need to put your message out there loud and clear, preferably on the top half of the landing page. By “message” I mean your CVP (customer value proposition).

Tell them why you are different from others and why should they buy from you. Whatever your differentiation strategy might be – you could be competing on price or quality – unless your audience is able to see it within seconds of landing on your page, they are not likely to convert.

Design

Secondly, get a good designer and if you can’t afford to do some research into layout/design, colour schemes. It’s a known fact that people make decisions about the credibility of the site within seconds of seeing it, so don’t shoot yourself in the foot by not getting the design basics right.

I also suggest before you invest any money into any PPC advertising, educate yourself on the topic. There are heaps of resources by expert SEOs available online to get you started. Keywords are the foot soldiers of any PPC campaign. They are your army fighting out there in an intensely competitive market for you. So the wisest decision you’ll make is to make sure you have the right keywords – high value keywords which have the potential to deliver. To begin with, you should be looking for high-traffic keywords, ideally with medium to low competition.

Thankfully, with Google Adwords, you have the benefit of advanced automated features which crawl your keywords according to rules specified by you. These features allow you to gauge how your keywords are performing. It’s important to choose your keywords after a thorough keyword research and waste no time in killing off the ones which are not performing. This is a necessary evil and there’s no way around it but trial and error.  Keyword identification is the most important step towards a successful PPC campaign. Be patient. Educate yourself. Keep experimenting and trying until you have a list of keywords which you believe are most likely to convert.

Once you have hand-picked your keywords, it’s time to use those expert SEO tips to optimise your website for the keywords. This is a separate and complex topic and should ideally be discussed separately. But keeping in mind the nature of this post, we’ll confine ourselves to key points. I’d highly recommend you do further reading on the points mentioned.  In this post I’ll identify key parts on your website which need to be optimised for your high-value keywords.

  • The Big G: The only thing you can completely control in your quest for an optimal SERP listing is optimising your webpages for relevant keywords. Keeping peripherals aside, the term Search Engine is effectively synonymous with Google. So you know who is the boss in the game – yes, it’s the big G.
  • URL: The term URL stands for Uniform Resource Locator. This is essentially how your browser communicates with the server. The URL of your landing page is the first place you should place your highest-ranking keyword/s in. Normally, landing pages are the home pages of your site. It’s tempting to include all your keywords in its URL but that’s probably not a great idea as often it tends to confuse Google bots, as smart as they may be. So pick one or a maximum of two keywords for this page. Remember, to include keywords in the URL for every page. These keywords should be about  the page and should ideally be unique for each page as that makes it easier for search engines to figure out what the page is about. If there is too much overlap,  search engines might take it as duplicate content and not consider the page at all.  There are some key points you need to keep in mind while doing this:
  • Rule 1: Place your keyword as close to host as you can. To understand what I mean by “host,” let’s briefly analyse the URL structure. Let’s take http://www.gauravpandey.com.au/foo..; for example.  In this URL, http is called the protocol, http://gauravpandey.com.au is the host and /and what follows it, is the path. Without delving into any further details, your keyword/key phrase should follow the host for optimal results. This means if your keyword is, say, “marketing”, the URL should look something like this http://www.gauravpandey.com.au/marketing…
  • Rule 2:  Keep your URL short and simple. Make sure it’s easy to remember and share (copy/paste). So http://www.gauravpandey.com.au/marketing/ is better than http://www.gauravpandey.com.au/onlinemediapage/marketing/.
  • Rule 3: Your best keyword/s should feature in the title tag of your landing page. When you search for a particular keyword, the title is the bold text which appears in SERP listings. Try to keep the keywords right at the start of the title as sometimes your URLs get truncated and the keywords may not be displayed by search engines.
  • Rule 4: Include your keywords in meta description. It’s a short description of your webpage and although it does not affect SERP rankings directly it definitely adds value to your listing by succinctly describing what your website is about. So make sure you write an enticing – but short – meta description and try to include your most relevant keywords in it.
  • Rule 5: Include your keywords in your post heading and sub-headings. This is self-explanatory. If nothing else, it will improve the user experience on your page.
  • Rule 6: Ensure your body text includes your keywords. However, be careful not to stuff your text with keywords. In fact, instead of being helpful, too many keywords on one page end up confusing search engines. So make sure every page is optimised for a different set of keywords and there isn’t too much overlap. Needless to say, your homepage is probably the most important page on your site, but here again you should take care to not over-stuff it with keywords. Another handy tip here is to italicise/bold your most relevant keywords. This helps search engines identify what your page is about.
  • Rule 7:  Search Engines are still predominantly designed to read text and not images and videos, so you must surround your images and videos with text. For images, use the alt tab to describe the image and use keywords (but don’t overstuff). The same reasoning applies in naming the images in the root folder. Optimising videos for SEO is slightly more complicated, but as a rule you should follow the following steps:
  1. Ensure there are not too many videos on a single page. Ideally, there should not be more than just one video per page. Too many videos end up confusing search engines. Also, make sure the video has a catchy title.
  2. Make sure your videos are surrounded with keyword rich text and images. The logic behind this is obvious; it’s a way of tricking search engines into displaying the page containing the video.

Remember, a lot of PPC is trial and error but there’s a method to this madness. If you follow the aforementioned steps, you’ll be in a better position to reap the benefits of a successful campaign. Keeping the nature of a blog post in mind, I’ve not gone into a lot of technical details, especially with regards to SEO, but in this post you have a mini-blueprint to get the best value out of your PPC advertising campaigns.

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Staying Relevant in a Changing Business Scenario

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With Online Marketing being in a constant flux, seeking professional help can help you stay on course.

A question we often get asked is how does a small business stay abreast of the changes happening around it. Here are a few things that you need to know to stay ahead of the curve.

Embrace the Changes – The Power of Open Mindset

Darren Rowse, the famous Australian blogger once wrote an article about the reasons for his blogging success. One of the reasons he cited was his early entry to the blogging scene when there was little to no competition. Monetisation and internet marketing were quite simple. He admits that things have changed today and small businesses have a lot of competition.

So what do you learn from this? Well, you can take this information in two ways: you can either be heartbroken about the competitive world that you have to fight to secure your position or look at it positively. Let’s look at a few examples:

  • There was a time when you could rank your website high by placing keywords all over your website. When search engine algorithms changed, these sites not only lost their rankings, but they had a tough time getting back to where they stood, some of them never making it because newly launched sites with latest algorithm compliance already overtook them!
  • Link building through article marketing was the best way to increase traffic till a few years ago. A new marketer will feel heartbroken by looking at a competition’s website that has backlinks from dozens of article directories through hundreds of articles. You see, writing hundreds of articles takes time and effort and often small business owners can’t justify that to themselves. Despite the money and effort you put in, it was hard to outrank a competition that already established traffic through high traffic or high conversion keywords. But what happened when Panda updates from Google hit these directories? Sites with article backlinks were either vanishing in the search engine land or they were pushed way back in their position? New start-ups that recognised these algorithm changes were quick to move on and outrank their competition.

Change is the Only Constant – Be Ready to Fight the War

Small businesses have a trend to rely heavily on Google, ‘Big G’ for their traffic. However, working out ways to get the traffic you need from the Big G is getting difficult day by day. Did you forget something important in your attempts of finding your way on Google search results? For example, let’s ask, SOCIAL MEDIA MARKETING anyone?

Let’s look at some interesting facts about social media:

  • 77% of B2C customers are acquired through Facebook by some companies (State of Inbound Marketing)
  • 80% of the loyal customers connect with their brands through Facebook. ‘OK, so what’s the big deal, right?’ The big deal, of course, is the number of shares, happy customer testimonials and referrals that you are likely to miss with poor social media presence.
  • Today it’s fresh, relevant content that drives search results. Social Media is a great way to spread the word on your business and stay in touch with your audience. Post engaging content and linking it back to your website can boost your SEO efforts social channels.

Seek Professional Help

We understand that it’s not easy for businesses to stay updated on the changes around them. End of the day, you have a business to run and you only got 24 hours like anyone else. Find an online marketing consultant who will quickly help you identify the right content and social media mix for your business. You’ll be surprised how much important insights you can get just through your interaction with an online marketing consultant.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

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Why You Need a Small Business Consultant

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Small Business Consulting is a highly specialised field. There are only a handful of such consultants in Melbourne.

Strategy and online marketing is the need of the hour more than ever for small business owners. According to a report submitted by eMarketer, 74% of small business marketers have increased their online marketing spend in 2013.

More and more businesses today are finding success by publishing online content rather than relying on off-line advertisement, because of a general shift towards digitisation, the additional benefits of these strategies offer, not to mention, wider audience reach and better branding. And most importantly, you can achieve much of this at a fraction of the cost you’d spend on running 1 print advertisement.

If you thought creating a website for your business is what it takes to sell your services – YOU ARE WRONG!

There is a lot more that goes into online marketing than just creating a website. Of course, you have taken the first step of creating a website and taking your products online, but until you do not push your website and make it visible to your potential clients – you are not even on the map!

Focused strategies coupled the right mix of SEO, social media and online marketing are often required to ensure your messages reaches the desired audiences.  How can you be sure that your website will pop up among those millions of websites out there?

Since e-commerce has started gaining momentum, it goes without saying that your competition has already started acting on what you might be just planning. The cyber jungle is a cutthroat competition and works only on one principle – survival of the smartest!

Until you do not know the right marketing strategies like social media marketing, content marketing, SEO optimisation, you may just remain one of those aspiring small businesses who struggle to reach their target audiences.

How Can a Small Business Consultant Help?

When it comes to hiring external help, it’s always wise to choose specialists. Someone with experience in guiding small businesses on a growth path is an ideal choice as a consultant. Small business consulting is a highly specialised job and often requires strategies which are very different than those applicable for larger organisations.

Some of the key aspects a small business consultant can help you with are:

  • Business Evaluation -Business owners can be biased about their own business, but a consultant is a third-party and will be able to give you a fresh perspective about how your business is doing. This would definitely help your company to get back on track and stay focused in the direction that you want to move ahead. A specialised small business consultant can help you quickly and accurately evaluate your current competitive position and advise accordingly.
  • Identifying Problems – A small business consultant can also help identify bottlenecks and suggest improvements in your marketing strategy. Business consultants tend to keep a close watch on the market and can offer you the right strategies to eliminate these problems.
  • Keeping Your Expenses Low – A small business consultant can help you run your business more efficiently. Unfortunately, ignorance in Internet marketing is sometimes the reason why you tend to lose money online. Hiring the right consultant also means you don’t waste money tinkering with online advertisements and PPC campaigns before you find the ideal campaign settings. Professional marketers achieve results faster and most consistently. Consultants can show you some of the best strategies on how to reach out to more people and reach a wider audience without spending as much as you are probably doing right now.
  • Identifying Your Customer Value Proposition – Customer value proposition should answer the question “Why should your customers buy from you?” Any effective marketing campaign can only begin once you have been able to identify the unique advantage that your business offers. A small business consultant can help you develop a compelling customer value proposition.
  • Branding – Branding your business is crucial for success. It doesn’t matter what industry you belong to, your brand should give off the right image so that you can attract your potential customers and clients. A consultant above all, can provide excellent information on how to brand your business to the best effect.
Image courtesy of KROMKRATHOG at FreeDigitalPhotos.net

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Logical Approach to Measuring ROI

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If you can’t measure it, you can’t control it.

Many argue, correctly to some extent, that social media is just one tool in the overall marketing mix. My view is that we need to look at social media holistically. Like all your business initiatives, you should be able to measure the return on the time and investment you put into social media. Measuring Social Media ROI is in many ways a complex task. E.g. how do you ascertain the value of a Facebook like, or a retweet, follow or share?

How do you measure value?
In essence, when measuring social media ROI you are effectively attempting to measure the value it creates for your stakeholders. There is no one size fits all approach to measuring this as different businesses use social media differently. Some small businesses will find deeper value in direct engagement and focusing on individual clients to influence them over a period of time than others. When viewed as a whole, social media is a complex mix of social and marketing elements.

Metric-driven method
What is important is that you focus on metrics which are aligned with your overall business strategy. Whether your aim is to strengthen your competitive positioning or to cultivate a consistent line of communications with your stakeholders, you can only find out if you are on track if you can, to the extent possible, effectively measure the end value your efforts are creating.
It’s not possible to precisely measure the ROI only in financial terms and there are non-financial indicators we must take into account. Simply put, social media has both quantitative and qualitative aspects.

Before starting out, you must be able to answer the following questions:
1. Where do you see social media in your overall marketing strategy?
2. What non-financial benefit do you get from social media?
3. Do you see social media as a short-term or a long-term investment?
4. How does social media contribute to the likeability of your brand?
5. What is your ideal social media split (tangible and intangible goals)?

Quantitative Measurement 
1. Referral Traffic – Google Analytics – to show the increase in the traffic to your website from social media channels.
2. Another metric is using a measurement tool to measure the number of mentions a brand receives over the course of a 3-month period and identify trends.
3. Number of likes/followers, retweets, engaged users etc.
4. Tracking the number of mentions for brand-specific keywords using tools such as Google Alerts.

Qualitative Measurement 
1. Compilation of most effective/interesting comments, shares etc.
2. Seeking feedback from clients and highlighting testimonials
3. Are you among one of the influential sites in your field? If not, why?
4. Exploring avenues to become a thought leader
5. Identifying brand ambassadors – frequent visitors/supporters
6. Building influence

Even though one can’t quantify everything, it’s still important to develop a metric-centric approach to social media measurement.

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