Do more of what's working and less of what's not.

Because these two steps are closely related we'll discuss them together.

In the Calculate step we'll measure your results. A great advantage there is with online marketing is that it's very measurable. In regard to traditional advertising like newspaper, radio and television there's an old expression, ”fifty percent of advertising works, you just don't know what fifty percent.”

This is not the case with online advertising. When you market using web sites, email marketing and social media, you will know what percent is working because each component has tools you can use to measure your results called analytics. To that end, we will meet with you on a periodic basis, to review your analytics.

For example with a web sites well use Google analytics to determine such things as what pages of your site are getting the most traffic, where they're coming from and how often visitors return. With email marketing we can measure open rates, determine what links on the email are getting the most clicks, and if visitors are going from your email to your web site.

Facebook also has a lot of analytics that you can measure. You can see how many fans your accumulating, how many likes an shares your posts get as well as its total reach.

Theses measurements are good indicators of how well your content strategy is playing out. With this data you can determine what type of information and messages visitors and customer base are responding to.

The final measurement is then determined by you. Are you getting the return on you investment in the form of people taking action from your online communication. Such as people making inquires by contacting you through your website, calling you or walking into your business and and ultimately converting those actions into sales.

Once you measure and collect all the feedback from your data, then it's on to the last step in the 7cs - Calibrate

Do more of what's working and less of what's not. By reviewing and studying this data regularly we can help you hone your online marketing strategy so that over time it becomes more effective getting you better and more predictable results.
_____

That concludes the Sixth and Seventh C's, "Calculate & Calibrate" in the 7 part series - Grow sales through the 7c's. How to build an effective Online Marketing Program

We thank you for viewing, and hope you found some useful insights that you can use for your business. 

If your interested in having Resource Media partner with you in developing and online marketing plan for your business or organization, we invite you to contact us.

We look forward to hearing from you.