How to demonstrate the profitability of your web strategy to your boss
For most marketers and / or communications in busniesses, the value of the web is no longer in doubt. These professionals have read, discussed with counterparts, participated in events or made their own web experience and they understand its value and the investment of the company's budgets in a web strategy can achieve profitability and even profitability.
However, the problem is that the budgets for these professional marketing and communications are decided by their bosses and that they do not necessarily have the knowledge and background in web marketing to understand the profitability of an investment in web strategy. In contrast, although a majority of marketing professionals understand the value of the web, they are not necessarily able or equipped to convince their boss of the value generated by their web initiatives.
In this context, this article will aim to equip marketers so they can prove to their superiors that their actions on the Web generates a positive ROI.
However, the problem is that the budgets for these professional marketing and communications are decided by their bosses and that they do not necessarily have the knowledge and background in web marketing to understand the profitability of an investment in web strategy. In contrast, although a majority of marketing professionals understand the value of the web, they are not necessarily able or equipped to convince their boss of the value generated by their web initiatives.
In this context, this article will aim to equip marketers so they can prove to their superiors that their actions on the Web generates a positive ROI.
1-Choose the right tools to make web analytics
Whether you use an integrated web marketing solution as HubSpot or several additional tools to manage and implement your different internet marketing tactics such a system for sending email as MailChimp, a web analytics tool like Google Analytics or a media tool social as Hootsuite, make sure that these solutions provide interesting analytics. These analytical capabilities must meet your needs and allow you to create reports and dashboards that can help you make better decisions and to ultimately demonstrate the value and effectiveness of your strategy to your web bosses.
Some examples of analytical capabilities that should provide you with your tools
Email Marketing
• Opening Rate
• Click Rate
• Bounce Rate (soft and hard)
• Subscription rates
• Churn
• deliverability rate
• the most / least clicked links
• Most web active Subscribers
• Conversion Lenses
• Reports & Dashboards
• hearing Segmentation
• Funnels
• Conversion Values
• Transaction Reporting
• Track campaigns with URL followed from Social media
• Subscriber Growth
• Popular Posts
• engagement rate, interaction and vitality
• Subscribers influence Level
• Segmenting customers
2-Determine the right performance indicators
Performance indicator: a definition
Key Performance Indicators - KPIs Key Performance Indicators for - are used to measure the achievement of strategic objectives and the performance of specific tactics in place to achieve them.
KPIs are built by connecting a metric with one or more other metrics or other relevant variables (eg time).
Metrics: How are they different KPIs?
The metrics are, in turn, raw data that are not made in connection with any other variable. For example, the number of visits to a website or how many I like on a Facebook page are metric. Indeed, this information is not contextualized and does not measure the achievement of objectives.
As an example, if I told you that I have 12,000 hits per month on my website, 230 000 subscribers to my newsletter and 13,000 Facebook fans, this tells you nothing of the performance of my web strategy because this information are not put in context.
So if I instead uses KPIs to measure the performance of my site, I would say, for example, I have a growing number of visits to my site by 15% per month (month tours 1/2 * Visits month 100), a 75% open rate of my newsletters (number of emails opened / number of emails sent) and a share ratio of my Facebook posts 25% (number of publications shared / number of publications).
The golden rule here:
"One KPI is better than 100 metric"
How to determine the right performance indicators
Good performance indicators should focus on the goals that you have set in the strategic planning of your web initiatives. Also, your performance indicators should allow you to specifically measure the tactics you have in place to clearly identify what performance is attributable to what initiatives. The following image shows the practical components of the development of a KPI.
Use the right KPIs to convince your boss to the effectiveness of your web strategy
In order to convince your superiors good ROI of your web strategy, you must determine performance indicators that speak to them. To determine good indicators of performance that will effectively communicate the value of your strategy to your boss, you must make sure to meet its information needs regarding the effectiveness of marketing tactics that you plant.
To do this, nothing simpler than organizing a small working session with each of the above that you must be accountable to identify performance indicators they need to make decisions and to assess the profitability of their web investment.
3-Creating relevant reports and dashboards
Once you have determined what your bosses KPIs need to understand the evolution of the goals of your web projects, you must create the visualization and communication tools to inform your superiors on a regular basis .
In this context, it is necessary that you use performance indicators that you identified with each of them and you produce custom board reports and charts for each of the above revenants who you are. These visualization tools should only contain information that is relevant for their understanding and be able to be found and understood quickly.
Once created, remember to automate the sending of your reports on a regular basis determined by the higher of convenience who receives it.
The golden rule here:
"It is better read a report once a month, 30 reports trashed every day"
4-Analyze data
Finally, it is important to know that without analysis report did not give great results to communicate the value of your efforts on the web. If you automatically send reports to your boss, even if it meets all the criteria mentioned high, this does not guarantee that you will have his blessing to increase your budget web in the next period.
In fact, without interpretation figures do not create a great value. Your expertise and analysis are in order to make their fair value at your figures and reports. To do this, you have to put your data into context to explain your higher What causes changes in various indicators of performance that you present them.
For example, if there has been an increase or decrease in significant traffic from one month to another, you should be able to explain that this is due to the country X that you have done or that it has was caused by a bug on your site or to explain that this coincides with an uncontrollable external variable (eg a month of July for a rainy camping).
In this context, you must accompany your automated reports written analysis that you send to your boss or an invitation to meet with you for you to browse the results with him to ensure his understanding of the performance of your strategy .
I hope these tips will help you become the ambassador of the web in your business! Now do you feel to enhance your attack strategy in the eyes of your superiors?
Whether you use an integrated web marketing solution as HubSpot or several additional tools to manage and implement your different internet marketing tactics such a system for sending email as MailChimp, a web analytics tool like Google Analytics or a media tool social as Hootsuite, make sure that these solutions provide interesting analytics. These analytical capabilities must meet your needs and allow you to create reports and dashboards that can help you make better decisions and to ultimately demonstrate the value and effectiveness of your strategy to your web bosses.
Some examples of analytical capabilities that should provide you with your tools
Email Marketing
• Opening Rate
• Click Rate
• Bounce Rate (soft and hard)
• Subscription rates
• Churn
• deliverability rate
• the most / least clicked links
• Most web active Subscribers
• Conversion Lenses
• Reports & Dashboards
• hearing Segmentation
• Funnels
• Conversion Values
• Transaction Reporting
• Track campaigns with URL followed from Social media
• Subscriber Growth
• Popular Posts
• engagement rate, interaction and vitality
• Subscribers influence Level
• Segmenting customers
2-Determine the right performance indicators
Performance indicator: a definition
Key Performance Indicators - KPIs Key Performance Indicators for - are used to measure the achievement of strategic objectives and the performance of specific tactics in place to achieve them.
KPIs are built by connecting a metric with one or more other metrics or other relevant variables (eg time).
Metrics: How are they different KPIs?
The metrics are, in turn, raw data that are not made in connection with any other variable. For example, the number of visits to a website or how many I like on a Facebook page are metric. Indeed, this information is not contextualized and does not measure the achievement of objectives.
As an example, if I told you that I have 12,000 hits per month on my website, 230 000 subscribers to my newsletter and 13,000 Facebook fans, this tells you nothing of the performance of my web strategy because this information are not put in context.
So if I instead uses KPIs to measure the performance of my site, I would say, for example, I have a growing number of visits to my site by 15% per month (month tours 1/2 * Visits month 100), a 75% open rate of my newsletters (number of emails opened / number of emails sent) and a share ratio of my Facebook posts 25% (number of publications shared / number of publications).
The golden rule here:
"One KPI is better than 100 metric"
How to determine the right performance indicators
Good performance indicators should focus on the goals that you have set in the strategic planning of your web initiatives. Also, your performance indicators should allow you to specifically measure the tactics you have in place to clearly identify what performance is attributable to what initiatives. The following image shows the practical components of the development of a KPI.
Use the right KPIs to convince your boss to the effectiveness of your web strategy
In order to convince your superiors good ROI of your web strategy, you must determine performance indicators that speak to them. To determine good indicators of performance that will effectively communicate the value of your strategy to your boss, you must make sure to meet its information needs regarding the effectiveness of marketing tactics that you plant.
To do this, nothing simpler than organizing a small working session with each of the above that you must be accountable to identify performance indicators they need to make decisions and to assess the profitability of their web investment.
3-Creating relevant reports and dashboards
Once you have determined what your bosses KPIs need to understand the evolution of the goals of your web projects, you must create the visualization and communication tools to inform your superiors on a regular basis .
In this context, it is necessary that you use performance indicators that you identified with each of them and you produce custom board reports and charts for each of the above revenants who you are. These visualization tools should only contain information that is relevant for their understanding and be able to be found and understood quickly.
Once created, remember to automate the sending of your reports on a regular basis determined by the higher of convenience who receives it.
The golden rule here:
"It is better read a report once a month, 30 reports trashed every day"
4-Analyze data
Finally, it is important to know that without analysis report did not give great results to communicate the value of your efforts on the web. If you automatically send reports to your boss, even if it meets all the criteria mentioned high, this does not guarantee that you will have his blessing to increase your budget web in the next period.
In fact, without interpretation figures do not create a great value. Your expertise and analysis are in order to make their fair value at your figures and reports. To do this, you have to put your data into context to explain your higher What causes changes in various indicators of performance that you present them.
For example, if there has been an increase or decrease in significant traffic from one month to another, you should be able to explain that this is due to the country X that you have done or that it has was caused by a bug on your site or to explain that this coincides with an uncontrollable external variable (eg a month of July for a rainy camping).
In this context, you must accompany your automated reports written analysis that you send to your boss or an invitation to meet with you for you to browse the results with him to ensure his understanding of the performance of your strategy .
I hope these tips will help you become the ambassador of the web in your business! Now do you feel to enhance your attack strategy in the eyes of your superiors?
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