Does Web Marketing Work for You?

Know if…

Determining whether or not your Web marketing campaign is working for you is a very important part of the advertising process. The reason it’s considered so important is because while there is a great deal of Web marketing which can be done without the customary excessive costs that accompany traditional methods of advertising or other types of Web marketing that have similar high costs associated with them. Also, in both cases there is a time and energy cost factor that goes along with orchestrating your Web marketing campaigns.

For these reasons it is important for you and fellow business owners to continuously evaluate your marketing techniques and strategies for the purpose of determining what is working and what is not. Doing so will also help you focus your efforts on marketing strategies that are providing positive results as opposed to those which are either not providing results at all or providing only lackluster results.

This article will examine proven methods and other steps business owners can take to evaluate the effectiveness of their Web marketing campaigns.

Method 1

Affiliate marketing is certainly one of the most cost-effective Web marketing strategies available, because it is a marketing strategy that involves having other website owners (publishers) known as affiliates post one or more product-specific or merchant-specific advertisement(s) on their websites to direct Web traffic to particular merchants’ websites. This marketing strategy is cost-effective because in most cases the affiliate is only paid when he produces a desired result such as enticing a Web user to click through the advertisement or to purchase a product or service once they click through the ad.

However, pursuant to the merchant-affiliate agreement(s), while the business owner is only paying for advertisement when it produces a desired effect, it is still worthwhile to evaluate the effectiveness of these ads to determine whether or not they are working well, or working better than alternative advertising methods or strategies. Fortunately affiliate marketing ads have a natural feedback mechanism which makes it easy to evaluate how well the ad is working. This feedback is provided in the form of unique code embedded in the advertisement that specifies which affiliate generated the website visitors.

Method 1 findings

Information recieved via embedded code is provided for the purposes of issuing payment to affiliates but it can also provide the business owner (merchant) with useful information on which affiliate ads are the most effective. This information is especially useful when the affiliates are posting various different ads. The business owner may conclude that ads posted by the more successful affiliates are more appealing to potential customers and may opt to use this style of ad for all of their affiliates.

Method 2

Business owners who use Web marketing strategies such as posting on message boards to promote their business might want to consider asking customers to complete a short survey when making a purchase. This survey can include useful demographic information which is always helpful for marketing as well as information regarding where the customer learned of specific products or services offered by such merchants.

Customers including a message board web address as one of the responses will provide you a useful indication of whether or not the message boards are helping to drive customers to the merchant’s website. You, as a business owner may also have some unofficial feedback in terms of the response to your postings on a given message board. If the general consensus is in support of your posts, you may infer that some interest in your business or website have been generated through the use of this strategy.

Evaluation

Finally, a Web marketing strategy can be evaluated by studying website traffic results as well as sales receipts; and anytime you implement a new Web marketing strategy or technique it is a worthwhile task to the time and study your website traffic reports and sales receipts carefully to determine whether or not there is a spike in traffic or sales immediately after the marketing effort.

For example, if you send out an e-newsletter to those who have requested additional information about your products or services, you may notice there is an increase in traffic or sales soon afterwards. This is a good indication that the e-newsletter was well received and is an effective strategy. However, if there is not a marked increase in traffic or sales subsequent to the e-newsletter it indicates the marketing effort was not effective.