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| 03.31.08 Valuable Marketing Lessons  By Ross Dunn Recession, recession, recession I don't know about you but I have had my fill of this doomsday word! It seems to me the panic caused by this word simply increases the chances of a recession occurring. Recessions, however, have a silver lining because they provide business owners with the opportunity to look long and hard at their expenses and this can provide valuable insight in strengthening the business long after a recession recedes. Some cut backs may become obvious such as eliminating frivolous office expenses and are a wise move but should business owners cut back on their web marketing? Lets look at the circumstances within web marketing where cutbacks may or may not make sense. When You Should or Should Not Cut Back on Pay Per Click or Search Engine Optimization Campaigns So what is unnecessary marketing? Logic dictates that any marketing that is not profitable is not worth keeping. That said, how certain are you that a particular form of marketing is not profitable? Perhaps the following questions and notes will help you decide: • Have you been tracking key performance indicator(s) (KPI) since the inception of the campaign? Let me explain; say you launched an SEO campaign to drive more traffic to the "Norco Bikes For Sale" page on your website. In this case a very simple key performance indicator (KPI) would be how many visits the page has received from people that stayed longer than, say 6 or 7 seconds (this time qualifier would all-but-eliminate low quality clickthroughs). If you tracked this all the way from the inception of the campaign and you saw that this KPI had increased perhaps more research is in order before cancelling this campaign. If you saw no measureable improvement in your KPI then the campaign should be canned, or at the very least, paused. • If you haven't adequately monitored the success of a campaign from the start is there a way to determine it now? Usually there is a method to determine the success of a campaign using historical data but the method depends on a multitude of circumstances. Here are a couple of the most common methods:
Dig into your web statistics: any hosting company worth its salt (like LunarPages or WeDoHosting) will have web statistics compiled for your website. These stats can provide revealing historical information on the ups and downs of traffic on your website. Note: I recommend setting up Google Analytics on your website (free) for an alternative view of your stats. I find it best to have Google Analytics installed if even just for piece of mind that you have a backup of your stats (if you move hosting providers for example). If you do this, however, please read this handy article by Matt McGee on protecting your privacy while using Google Analytics.  • What do your frontlines say? Are you getting more sales from the web? Continue reading this article.
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