Internet Marketing Best Practices with Laurie Dunlop

How do you ensure online success? You set measurable goals and key performance indicators, or KPIs, to drive those goals.


Photo Credit: Matt McGee, http://www.flickr.com/photos/pleeker/123027910/

Setting online goals can be tricky. You want them to be meaningful and measurable. Without them, you cannot determine whether your site benefits your organization. More importantly, you cannot drive progress.

Think about your business or organization and decide what success looks like. Here is an example of an online goal and two KPIs a business to business company might select.

Company ABC’s main Web site goal is to grow the business 25 percent in 2010. They determine two main KPIs to drive and measure. The first: average 50 qualified leads per week. The second: sign 50 new customers this year. They can track these KPIs through Web site analytics.

Once you have your main online goal and a few concrete, measurable KPIs, break down activities to support that goal, track them, and make adjustments each month as necessary.

Let’s look at another scenario as an example. This time we’ll use an association.

Association XYZ sets an online goal to increase membership 10 percent in 2010. XYZ’s supporting KPIs could be as follows. First: increase new visits to its site by 30 percent. Second: increase visits to their online job openings page by 25 percent.

From there, Association XYZ’s online marketing plan could include steps to create and distribute content focused on member needs. It might also choose to start a PPC campaign highlighting the online jobs section.

These are examples meant to get your brain working!

Don’t get caught up in the numbers. If you need to adjust your goal after a few months or change your KPIs, that’s OK. The important thing to remember is you must set your goals and then drive your online activities to reach them! Without measurable goals and KPIs you leave your online business to chance.

Please add your own goal and KPIs to help others brainstorm!