We do web site marketing for a number of clients. In fact, we have seen a nice increase in this business area this year, which makes sense since it is a very cost effective way to find new sales! We graph our client’s website unique visitors per week. The desire to see data graphically comes from my engineering background! The graphs make is easy to see the data trend and to help see any jumps related to actions we have taken with their sites. The graphs also provide a great objective, fully visualized goal – we work hard to keep those graphs moving up! Of course more unique visitors does not necessarily mean more leads or more sales, but there is normally a pretty good correlation. We also try to gather conversion data although that is internal to the client and they do not always share.
We have added a web site strategic analysis to our web site marketing process. By stepping back just a bit and thinking about why the web site is and what it should be doing, we get some more solid direction on where, how and what to market on the site.
Another area we have had good success with is Google local listings. Products and services that are marketed specifically to a local area can be highlighted in the local mapped listings area for metro areas. The same rules apply as the natural listings, but there are some specific additional steps that get these placements for you.
We are exploring more fully the use of this blog for our site and our clients and I will have more updates on ways we are promoting and utilizing the blog for web site marketing.