Measure, Monitor, and Measure again
With the ever changing landscape in technology its no surprise that many businesses are not fully aware of the 'new customer potential' in measuring/monitoring their website(s)
For example:
• If you are running a a telemarketing campaign it would be important to be able to measure the number of enquires / responses you had from the campaign
• If you placed an advert in a newspaper it would be important to identify and understand the circulation and ABC criteria of who will be reading your advert
But yet people invest great amounts in their websites, and social media with out understanding the true return on investment. Some of the quotes I've heard when posing the question " Do you monitor your website" have been:
"We haven't got time"
" its too complicated "
" our developers do that "
" its costs too much "
Having spent many years in a sales environment it was always vital to 'understand the the numbers' and knowing your potential prospect numbers is equally important to any business. By knowing your numbers you know how far or near you are to hitting your sales target!
The beauty of outsourcing the measuring/monitoring function of your website and social media is that someone else has the technology headache and you simply request the metrics required for your business.
Key questions that can be answered:
• How many visitors am I getting to the site ?
• Who are the corporate companies that are visiting my website?
• What keywords are people using to find my website?
• How many people are liking me on Facebook ?
• Who is following me on Twitter ?
• Who is using my promotions on Linkedin ?
• What content or information is most interesting to my website visitors?
So why is this important?
In the last series of the Apprentice the sales teams successes and failures were diagnosed by using the immortal line of " you have to smell what sells! " so by
measuring/monitoring your website and social media activities you can smell, taste, touch, and react to what your existing and potential new client base are interested in , and ultimately what they want to buy.
I'll leave you with this thought:
Telemarketing has a 1 - 3 % return on engagement
Radio advertising has a 3 % return on engagement
Newspaper adverts have a 1 % return on engagement
Website measuring/monitoring delivers over 12% return on investment !
About the author
Chris has worked in a Sales and Business Development environment for over 20 years. 
With the development of the Internet Chris has used a number of intelligent business tools to deliver strategic relationships with partners and new clients across a number of business sectors.
