8 Ways To Measure Your Success In Marketing And Promotion
Youre spending a lot of time and energy, and perhaps even money
, to promote your products and services on the Internet. How do you know if its all working? How do you know which bits are
working and which are not? How can you measure the results of your efforts? One of the nice things about operating on the Internet is that its possible to track things much more
closely than you could in the real world. There are tools you can use to see when people are talking about you, how people are arriving at your site, which sites are linking to you, and so on. This
information can be useful if used properly, or a great distraction if not.
1. Looking at the Referrer Report
Most logs will contain a referrer report or something similar. Take a look at it; it can be a great way to find out where people are coming from. When a browser sends a message asking for a Web page, the message includes information saying
where it found the link; it sends the URL of the page containing the link the visitor clicked. (Of course if the visitor typed the URL into the browsers location box, no referrer information is sent.)
This information is saved in the log. As in the previous report, only the top referrers may be saved, so if you have a busy site, some of the referrers that brought you few visitors will drop off the
bottom.You can often find interesting stuff in these logs. You may find sites linking to you that you hadnt found any other way, and even if you use some of the other methods in this chapter for finding out
whos linking to you, the referrer report shows you something more important. A link is nice, but much more important is a link that is actually sending visitors to you.
2. Check Your Search Engine Position
Want to know how youre showing up in those search sites once youve been added? There are independent services that focus solely on showing you how youre doing with the search sites.
3. Employing Web Clipping Services
Perhaps you have more money than time. In that case, you should check out the for-pay Webclipping services.many search engines, including AltaVista offer searches of Usenet,
but there are tools that are specifically designed to search mailing lists and Usenet newsgroups.
4. Using Your Hit Logs
Most Web-hosting companies provide logs. Some companies e-mail you a log regularly; with others,you have to go to a specific Web page to view your logs. If you want more statistics than your Webhosting
company provides, you can add your own logs programs. These programs can tell you things like, visitors by country, top requested files, monthly statistics, and server errors.
5. Backlink Checking
Another way to check your results is to find out how many people are linking to you. The referrer report shows one methodor rather, it shows you the 100 or so links that are sending the most
people to you; but backlink checking gives you the same kind of information.Youll find that you get some good results, a few great results, and a few results that arent any good
at all; but you will get enough that youll find some places that would look good with your site linked to them.While backlink checking, look for other promotional opportunities. Perhaps a site reviewed one of
your products ask if itd like to review another. If you have an affiliate program, ask if the site would like to sign up. Maybe you can find sites to do drawings. There are many ways you can work
with sites that have linked to you, so keep an open mind.
6. Using Automated Search Utilities
If youre looking for ways to track changes to search engines and Web sites, the Web has a few great resources for you.
7. Monitoring News Groups and Mailing Lists
A number of Web search sites also provide the ability to search newsgroup messages, too. Yahoo, for instance, allows you to search newsgroup messages.Its difficult to find out whats being said about your products in mailing-list discussion groups. If
you had the time, you could check with individual groups. Many groups have archives, often stored at a members Web site. If there are one or two important mailing-list discussion groups that you
track, you can search those archives now and then.
8. Checking Offline Publications
Some Internet tools are useful for tracking whats being said in offline publications, too. Plenty of free and pay resources are available, and even the pay resources are reasonably priced. The free ones
usually track only a few weeks worth of news. The pay services, not surprisingly, track much larger collections of news.
by: daksh
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