Is online marketing only interesting and important for shop owners? Not at all. Every entrepreneur who is present on the web has opportunities to become more visible and thus better reach customers. You don’t have to be an SEO professional to make adjustments, but you should know a few terms.
Let’s start with metrics
Me… what? Metrics are measurable data used to measure the performance of something. In online marketing, metrics are used to measure the performance of advertising campaigns, websites and social media activities.
- Website traffic: This is the number of visitors who come to a website. This number can be retrieved via built-in plugins in WordPress or Google Analytics.
- Bounce rate: The percentage of visitors who leave a website without clicking on further pages.
- Conversions: The percentage of visitors who perform a desired action on a website, such as placing an order or signing up for a newsletter.
- Click-through rate (CTR): The percentage of clicks an ad receives in relation to impressions.
These are the most relevant metrics for a website operator without a connected shop, because they provide information about how interesting the site is for visitors. And because they show whether the page is found at all to a sufficient degree. And what if it isn’t?
Improvement of the online marketing
Then you should make a few improvements. But that’s not all. It is also important that you familiarise yourself with this topic. Nowadays, a poor online presence is a criterion for exclusion for many customers. A website that doesn’t load fast enough or that looks like “do-it-yourself” doesn’t promise anything good. Therefore, you would do well to consider the following points:
- Set clear goals: Set clear goals for your online presence. How many people are you trying to reach? Is a simple website enough or do you need other platforms to be visible?
- Who is your target group? Talk to them and respond to their needs and interests.
- Measure and analyse your website data. Familiarise yourself with the terms and tools and use them specifically to improve your presence and your online marketing.
- Personalise your communication to build better customer engagement.
- Automate processes, for example, so that the window for newsletter registration pops up automatically.
- Be authentic: Avoid exaggerated or fake promises.
- Update your website regularly to ensure it remains current and relevant. If the news from a previous year is listed under News, then that doesn’t exactly speak for your thoroughness and commitment.
- Check your online campaign or website regularly to make sure it stays on track and achieves your goals.
Basically, it is important to know that optimising a website is a continuous process and that the results are naturally not visible overnight. Getting a good ranking on Google or any other search engine takes time. All the more reason for you to regularly check the website and its metrics and optimise the whole thing so that people find you well on the internet and you present your company in an appealing way.