The most significant aspect about selling and marketing your business
online is that you can measure everything (well just about…).
Traditional marketing initiatives provided some latitude but were
I am continually amazed by business owners who
tell me that they are happy with their web site performance because
they are getting good sales or plenty of visitors!
Let me give you
an analogy (because I just love doing that). I imagine you are a shop
owner with your shop in the basement. You sit down there every day down
to desk and never venture out. You have a steady stream of customers
who visit your shop of which a percentage buy your goods. You make
enough sales to be happy and say so. Are you really doing well? How
relevant is your performance measure, if you have no idea of the number
of people walking by on the street above?
It is not how many
people who come into your shop that is so important. It is knowing how
many that didn’t you should be focusing on!
If you only capture 1%
of the passers-by then you have an opportunity to grow your business by
100 times! You just need to know how to tap into the 99% of your market
that walks past you.
In using Google Adwords and Google Analytics
or any other analytics package, you can better strategise how to grow
your business. These tools won’t tell you whether you have 1% or 10% of
the market visiting you sure, but with some careful market research you
can get some idea. For instance, Google keywords will give you an
approximate number of people searching for a particular term in
Australia. You can see with Analytics how many visitors you get to your
site based on that term.
Similarly Google Adwords will show that
your Ad showed up so many times a day for people searching for your
product and how many of those people clicked on your ad to visit your store.
you can understand the market you're not capturing and how your competitors
perform then you can quite readily develop strategies to increase sales
several fold. After all - aren’t you in business to grow your customer
base so as to increase sales?