7 essential elements for a website measurement plan

You only need a few key measurements to ascertain if your advertising and marketing is supporting contribution to revenue

You only need a few key measurements to ascertain if your advertising and marketing is supporting contribution to revenue

 

Making dollars and sense from Google website analytics

Google website analytics: love them or hate them, they are here to stay. Interpreting the data those dimensions and metrics provide can be challenging for the analytic novice. To Google’s credit, they do provide online tutorials to help marketers start to think in analytical terms, interpret analytical data, and take the necessary action to achieve the business objective.

While the sheer amount of data that is available can be overwhelming, it’s important to remember that you really only need a few key measurements to ascertain if your advertising and marketing is supporting contribution to revenue.

Spend the time up front developing the website measurement plan

I can’t stress enough how important this step is. Without a plan, you are guessing about the effectiveness of your marketing (both offline and online) and the related investment being made by the company.

The measurement plan serves multiple purposes. The first is to gain consensus from management on what’s important from their perspective, and secondly, to be able to supply qualitative and quantitative data that identifies and tracks customer behavior as they interact with the website.

7 essential elements of the website measurement plan

  1. Why does this business exist? Start with this simple question. If you can sum up the answer in one sentence, it will help to identify the objectives to be met to support the business.

For example: Burk Advertising and Marketing exists to help businesses achieve optimal contribution to revenue generation through their advertising, branding, and marketing efforts.

Certainly, this is not a Harvard business school approach but it strips out all of the excess baggage that businesses accumulate that can convolute focus.

  1. Business objectives – What does the website need to accomplish to help achieve the business objective? Thinking in analytic terms, this focuses on customer acquisition, behavior, and outcomes. Depending on the type of business you are in, outcomes may consist of the following:

 Desired outcomes

  • Drive product sales
  • Drive contact form submissions
  • Encourage engagement and awareness
  • Encourage frequent visitation
  • Provide information quickly
  1. Strategy – specific actions that will be taken to achieve business goals. Strategy can cover areas such as lead generation, awareness building, thought leadership, or building a community of returning website visitors.
  1. Tactical execution – where micro and macro conversions are identified that help support the strategy. Attribution for conversions can be first step attribution or last step attribution, depending upon the importance of the action taken by the customer. For example, if a new website visitor can be attributed to a digital ad, that could be a first step attribution.
  1. Key Performance Index (KPI) – reports that analytics generate to identify specific customer behavior on the website. These reports can identify specific behaviors and events that can lead to a macro conversion. For example, downloading a PDF or signing up for a newsletter are desirable behaviors that can lead to sales.
  1. Targets – metrics (data) that represent achieving goals. For example, if a KPI was to increase the visitor’s duration of time-on-site, the target to achieve could be greater than (>) 2 minutes.
  1. Audience segments – consists of new vs. returning visitors, geo-traffic sources (country, region, metro area and city) and converted visits.

Successful digital outcomes are based on having a well-structured website measurement plan. The plan not only guides marketing efforts but can also help to identify areas in IT and human resources that may need attention to compete in the digital marketplace.

Additional articles you may find of interest on this topic:

Making a case for business-to-business marketing investment

Learning to Love HTML Code

Inbound marketing essentials

Please leave your comments or thoughts below.

Aviation Marketing: Learning to Love HTML Code

Learning HTML code is more about attitude than aptitude.

Learning HTML code is more about attitude than aptitude.

Learning HTML code is about attitude, not aptitude.

Digital ad spending in North America is projected to top $51 billion in 2014. This figure does not take into account the additional spending for digital inbound marketing for websites, emails, landing pages, and newsletters. Now, almost every marketing channel relies on HTML code (Hyper Text Markup Language) to deliver the marketing message.

Why then do so many marketing practitioners shy away from learning the language of HTML code?

Digital native or digital immigrant?

There are two ways to answer this question — by date of birth or digital attitude.

Digital natives were born after the introduction of digital technology. For the natives, there has always been broadband, Facebook, Hulu and Twitter.

Digital immigrants were born before the introduction of digital technology. Immigrants were brought up on radio, television, newspapers, and magazines.

To stay relevant, marketers need to embrace digital technology in order to assimilate into the digital native world.

Learn the language of HTML code through online tutorials

One site I found helpful is Codecademy.com. Codecademy.com offers tutorials in learning several web development languages through self-paced online lessons.

As mentioned above, learning HTML code is more about attitude than aptitude. Starting with basic HTML tags <html></html>, you follow a progression of steps learning how specific tags control the display of photos, links, and text. As you progress through HTML code and your comfort level increases, you are introduced to cascading style sheets (CSS). CSS language lets you control specific page sections of HTML code, streamlining the coding process.

Knowledge of HTML code and CSS enhances templates

A lot of inbound digital marketing relies on the use of templates for blogs, newsletters, and websites. For all the ease templates provide – page format, color selection, text edit – they can be limiting when it comes to adding additional effects and features. Looking “under the hood” at the HTML and CSS code determines how the page will display and if the HTML code is robust enough to portray the page across multiple platforms in a consistent manner. One advantage of being able to identify and change code is the ability to customize the template so it becomes unique to your brand.

Small HTML code changes provide consistent design across browsers and operating systems

Not long ago I delved into my own newsletter code. It had been a while since I’d looked under the hood and it quickly became apparent that the original template HTML code was not as robust as it needed to be for displaying across generational versions of Microsoft Outlook and Internet Explorer.

Inserting new HTML code, fixing missing code, and deleting redundant code cleaned up the problem for consistent email and browser display.

The right attitude and HTML code training will insure that you’ll get a consistent, quality product that will support brand presence across ever-increasing digital networks and platforms.

Additional articles you may find of interest on this topic:

Inbound marketing essentials

Why aviation marketers struggle with digital marketing integration

Is your website attracting customers or sending them away

Please leave your comments or thoughts below.

Aviation Marketing: Inbound marketing essentials

Have the right inbound marketing tools and platforms in place help build brand preference

Have the right inbound marketing tools and platforms in place help build brand preference.

Aviation manufacturers are slowly warming up to the idea of inbound marketing. Progressive practitioners are realizing the benefits of improved organic search rankings, broader reach of influence, and increased brand preference by investing in a strategic inbound marketing program.

When contemplating the execution of an inbound marketing program there are business, strategic and tactical issues to consider before starting the process.

It starts with identifying business goals.

Just as with external marketing, inbound marketing should be aligned with achieving business goals. Drafting a communication plan will help identify points of differentiation, constituent’s perception of your brand, and help develop key messages that resonate with decision makers.

When developing key messages it’s important to understand what keeps the decision makers for your particular product or service up at night. Understanding their business issues helps with crafting messages that create emotional connection.

Once the messaging segment is compete then it’s time to move into tactical execution.

Where to start?

Some of the basic tools and platforms you will need are:

  • Website
  • Presence on social media channels that connect with your constituent base
  • Resources for content development
  • Coordinated branding materials
    • Presentation templates
    • Presentation graphics
    • E-information sheets
    • High quality photography

Website: Electronic brochure or brand story magnet?

Weather developing a new or retooling an existing website pay attention to developing an overall concept or theme for the site. A good concept can differentiate you from the competition and help bring continuity to your outbound and inbound marketing support pieces as well. Bypassing the concept step can result in a website that is generic and more of an electronic brochure instead of a reflection of your brand story.

Another issue for consideration is the flexibility of the website with regards to adding sections and additional functionality as market and business conditions dictate. One important website attribute I stress is a simple content management system for content updates and announcement postings.

Social media channels are important.

Old school aviation marketers have yet to warm up to these channels but those that don’t have a presence are just inviting their competition to take the upper hand. When this happens you have to work twice as hard and invest that much more to achieve parity with your competition.

Content creation and design.

Having consistence of messaging and continuity of graphic execution helps solidify your brand image. Understanding how online content is digested above the fold and below the fold provides the insight needed to determine how much content to put on a webpage, where to place it, and when to augment the content with a downloadable file.

Additional Articles on this topic you may find of interest.

How to engineer a social marketing strategy

Why content development will drive the future of aviation marketing

Defining your brand’s personality

Connecting decision makers with your brand

Please leave you comments or thoughts below.

Is your website attracting customers or sending them away?

Is your website attracting customers or sending them away?

Interesting content, fresh design and a good user experience invite participation

More often than not aviation component manufacturer websites are more like electronic brochures than conduits for nurturing customer relationships.

Aviation marketers that practice people-to-people marketing create vibrant websites with a clear vision of what the site is charged with accomplishing and the appropriate strategies to get there.

Vision examples may include:

  • Customer portal to access account information and order placement
  • Configurator engine for designing and ordering custom components
  • News and announcement sections for public relations efforts
  • Blogging platform to increase social media presence
  • E-commerce site equipped to handle orders and monetary transactions
  • Investor information for acquiring interest from Private Equity and Institutional investors

Each of the aforementioned examples requires specific navigation, design, content and programming to provide a superior user experience.

Vibrant website are responsive, easy to maintain and update

WordPress is a popular open source programing language that is quick to learn, requires minimal coding experience and provides a platform for easy content updates.

Elite WordPress theme developers license their website designs to individuals and companies. Usually the site designs come complete with page templates, coding files and Photoshop files for custom page design. In addition, many sites now are designed to be fully responsive – meaning they will automatically display on desktop, tablet or smart phone without additional programming. This is becoming increasingly important as usage trends are predicting that mobile platforms – smart phones and web enabled tablets will be more popular than internet desktop use by 2015.

The key to taking a WordPress theme site and making it your own is having the availability to customize the following:

  • Color pallets
  • Backgrounds
  • Short codes for special features
  • Fonts
  • Banner graphics – slide, dissolve, etc.
  • Blog page templates
  • Page divider graphics
  • Multi-column page format

One excellent feature when posting to the news, announcement or blog pages is the capability to short link the page URL using Bitly or Google and post updates to your Twitter, LinkedIn and Facebook pages. The abbreviated post will link back to the site for a complete viewing of the release or article.

Another key feature is the comments section. This provides visitors and customers with an avenue to join in the conversation and start the relationship building process.

A word of caution about how different browsers may display the site content. Safari, Google Chrome and Firefox are pretty good about staying current with responsive website design. Microsoft Internet Explorer can be challenged to display correctly due to operating system version and configuration. It is best to trouble shoot the site on both PC and MAC and several mobile devices with different browsers to determine if corrective programing is need for proper site display.

A vibrant people-to-people marketing website contains your latest twitter feeds, pintrest postings, content about your industry, events you will be participating in, and links to your blogs and social media channels. It also visually tells customers and potential customers that your are active in social media and understand how to maximize the power of people-to-people marketing.

Additional articles on this topic you may find of interest.

How to build a connected brand

3 ways social media can help build your brand

How mobile application development drives people-to-people marketing

Finding the sweet spot for social marketing

Please leave your comments or thoughts below.