Are You Guilty of “Meat Grinder” Marketing? - Defining the Objectives
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Yogi Berra said it best – “You’ve got to be very careful if you don’t know where you are going, because you might not get there”. In order to effectively measure the quality of a campaign, we must set firm objectives, otherwise – what will be measure?
First, we can suggest to the client what an acceptable conversion might be. Some examples may include:
- Downloading a file
- Registering to the site
- Viewing a webpage
- Filling out a “Contact Us” form
- Purchasing an item
You’ll find your customer may have their own ideas as to what conversion may be appropriate for their site, and in many cases their instincts are correct, but again, they will rely on the search marketing experts to determine what objectives are practical for their site. Also, the client often wishes to impose excessive restrictions on access to the conversion objective. In the case of a downloaded file, they may require too much information from the visitor than what the average visitor might feel the download is worth.
These issues must be weighed carefully as it will do no good to define a conversion that no visitor will ever bother to pursue. By the same token, certain information will be critical to the client for the conversion to be of any value. Again, it will be left to the search marketer to determine what the best compromise will be here.
Next: Are We Ready to Convert? >>
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