If you’re going to have a website, a blog, a Twitter account, a Facebook page, and a presence on any other social media sites, you’ll want to know how these Internet marketing initiatives actually help your business – and you can’t evaluate your performance unless you have procedures and tools to analyze results.
One advantage to Internet marketing is that tracking and measuring results is relatively straightforward, and certainly easier than assessing results from traditional media campaigns, such as advertising in newspapers, magazines, radio, or on TV.
There are plenty of analytics tools that can help you track website performance and measure the effectiveness of your social media activities. Ultimately, these tools can help you measure your overall return on investment (ROI), plus provide information on your social media channels that generate the best results and which web pages are most effective.
By tracking specific metrics you can learn how online marketing adds value to your organization, find out how well it meets your strategic objectives, and discover ways to refine your website and social media activities to further improve performance.