Questions Every Online Marketing Plan Must Answer
I am surprised at how many companies I work with don't actually have an online marketing plan. If you're new to internet marketing or even an old hat, there are a few questions that every marketing plan should answer.
- Where does my web traffic come from?
- How much of my web traffic is converting into leads?
- How much of my web traffic is converting into customers?
- What keywords are used to find my website?
- How much of my web traffic from search engines is brand related? for employees at my company? for information queries?
- What keywords & how many keywords do I rank for in Google?
- What keywords do my competitors rank for?
- How many links do I have and are they high authority links?
- How do I stack up against my competitors online? (links, traffic, thought leadership)
- What topics are being discussed in my industry and how well has my company established thought leadership for those topics?
Once you've answered these basic questions then you can start to strategize about how you're going to drive more traffic and qualified leads to your website. Until you have these answers, you're just running blind. The thing I love most about online marketing is that it's measurable - you can always find a metric to help you gauge your performance.
