2010 is already drawing to a close? Unbelievable. It really seems like this year has flown by so much faster than others.
Despite this feeling, there has not been a shortage of quality B2B blog posts. In addition to our favorites, I decided to ask some of our colleagues what their favorites were as well.
Leads that turn into sales are certainly the most important conversions when evaluating the effectiveness of a search engine marketing campaign; or any marketing campaign for that matter. However, if you’re only focusing on closed deals as the yardstick for measuring these efforts, you might be missing other opportunities for defining value.
Here is a short-list of additional conversion opportunities marketers should consider when measuring value of a search engine marketing (online marketing) campaigns.
While researching keywords for a client, I came across an excellent article (from their competitors) that ranks highly for a particular keyword opportunity. I’m sure the author gets good search engine traffic as a result of the keyword ranking.
However, when I finished reading the piece, I realized there was nothing left to do but go back to the search results I’d previously seen. With limited navigation and no easy-to-find action at the bottom of the page, it was too easy just to click away.
We’ve worked hard over the past year optimizing a website. Traffic has increased substantially, the site ranks in the top 10 for the most important keywords and yet…there has not been as many leads as we had hoped. What do we do now?
There can be a number of reasons why people are not converting – The wrong keywords are being targeted, we are not optimizing for the right part of the buying cycle, the landing page stinks, the call to action is wrong (or even worse, missing), etc etc. If users are not converting…we need to determine why.
