Measure and review results
Unfortunately web marketing comes with few guarantees. The principally reason for this is that search engine companies like Google can (and do) change their business model from time to time. In an effort to improve results for their user group, they alter their search algorithm and the result shuffles of the deck chairs on the Titanic – i.e. your web site gets reshuffled in the pack. The optimisers and link builders then have to scramble to meet the demands of the new algorithm.
Similarly, an email newsletter may have low deliverability (despite our best efforts efforts to avoid blacklist) and that would be out of our control. Also, breech the terms and conditions of a social network site like Facebook and your content can be removed without recourse.
KPIs
But wait… what we can commit to are KPIs.
We will define key performance indicators (KPIs) as you would for any staff member, to allow you to monitor our progress and measure ROI.
In the first year these may include indicators such as…
- Add 25 people to the email mailing list each month
- Find 5 new twitter followers
- Add 5 inbound links each month
- Create 2 new post each month
…. here we are building up your digital presence and audience and setting the scene.
In the second year, the result will start to be more concrete, and so too the KPIs
Second year indicators may include…
- increase in monthly sales by an average 2% each month, or 24% compounded per annum
- increase average dollar sales by 10%
We will negotiate KPIs in advance for each twelve month period.
