Some of you may be a bit to young to remember the band Blind Faith. Two of the heavy hitters (and rock legends) in the band were Steve Winwood and Eric Clapton. My band plays one of their hits “Cant Find My Way Home“.
When it comes to internet marketing, that's the way a good amount of people treat their website… with Blind Faith. They say “I am getting a lot of traffic”, but they cannot tell you where they come from or what they do when they get there! What pages do they enter at and exit from? Others say “We are not getting any leads” yet never ask people “Where did you hear about us?”. When people find “My Way Home” to your website, are you tracking and measuring that, and asking HOW and WHY?
People spend a lot of time on money on design, content development, but some of them have little time for measurement. How do I know? I manage almost 100 Google Analytics accounts and less than 1/4 of them check them once a week. I teach most every one of them how and why to access it (but most are too busy to really pay attention).
Some people spend 100's of dollars each month on SEO. Those SEO companies are happy to send you reports of where you rank, but most will, more often than not, try to hide how much ACTUAL traffic you are getting from their services. SEO is valuable, but some of people who sell it, treat it like the “Extended Warranty” that you are sold at the checkout at Best Buy. They try to scare you into needing it, without explaining the potential R.O.I.. Then more often then not, it's like buying a scratch off lottery ticket! Some win, but most loose, and SEO companies make money off of you!
I am working on a website where the SEO company wrote the text and it says “Our Client, who Serves this Town, and does these Services in the Town are the Best Services in this Town that client A, B, C, D, E, and F, will ever need these Services in this Town.”. That has the emotional connection for potential clients of the offer of a free a colonoscopy.
Worst yet… The ‘Town' where they actually live and work, and the ‘Town' they are promoting are completely different (did they think Google will not notice that it's not the ‘Town' they are promoting?). Try fooling Google and they will punish you!
Just like every business lives and dies by data from their accounting or Quickbooks (and I am a Quickbooks data junkie), your website lives and dies based on it's analytics. IF you measure, then you are doing better than most. What you measure is just as important! How do people get to your website? Are they getting there from Google, social media, blogs, podcasts, or what? You have to do more of what is working and less of what is not successful!
- Marketing your website or blog without measuring traffic without some kind of analytics, is like ordering a Diet Coke with a Big Mac. Somehow we are sold that a zero calorie soda will offset the “Two All Beef Patties, Lettuce Cheese, Pickles, Onions, on a Sesame Seed Bun!”. You are fooling yourself with perceived success.
- Great social media rarely sells and just creates connections and relationships. It's seems counter productive of measuring traffic, but if all you do is sell, sell, sell & me, me, me… then you will do more to turn people off, than tune them in. When you do mention yourself, give them a real, valid, and them focus reason why? If all you ever say is “BUY FROM ME”, your numbers in analytics will show you why this does not work!
- Lather, Rinse, Repeat! I am a big proponent of ‘Ready, Fire Aim'. Have an idea? Try it, and measure the results. What works? Do More! What doesn't? Stop and try more of what's working. If nothing is working (measurably through analytics) then ask for help! I have mentors and coaches, and sometimes you have to realize that there are others who can make what's hard for you simple with a little perspective and advice!
What you are trying to do is get people to your website. What happens from there (fill out the contact form, make a phone call, join your email list, etc.) is up to them. Do your best to get data and measure it. Getting people to your website is one thing… understanding ‘How and Why' is another! Blind Faith is an awesome band, but not a productive or profitable way to run a successful business!
What data do you find most compelling and important? Do you measure traffic? I would love to hear your comments and feedback?