Set Goals, Gauge Results

Rebecca Murtagh of Search Engine Watch gave a great 5 step plan to developing a more results-driven multi-channel plan worth reviewing.  I love how she sums it up…

In an ever-changing landscape, it is imperative to collect data, analyze it and adapt your plan accordingly. Make the commitment to review and respond to what your customers are responding to.

And her list starts with…
Finally creating and understanding that multi-channel integrated strategy.

Understanding your channels in Google, and how to allocate resources.
murtagh-google-snapshot-no-social

Optimizing all owned, earned and paid media for search.  (i.e. – Facebook may be anunderutilized source of conversion / traffic – or is it?).

murtagh-google-rev-by-channel

Assign values to results to quantify (low volume in social might actually be seen as an opportunity for growth as opposed to a loss – or valued different if in a multi-channel / multi-attribution strategy).

Collect, assess, adapt.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s