Merely having an online marketing program at your company does not mean you have covered your bases. There is a big difference between doing it right and doing it wrong.
A good way to get a pulse on your online marketing efforts is to get an external online marketing consultant to do a deep dive on all the online marketing initiatives in your company, and compare your efforts and results to industry best practices and the success of your peers.
For every online marketing channel being engaged, its critical to look at the following parameters:
- Page and form conversion rate and CPA (Cost Per Acquisition)
- Lead to Opportunity conversion rate CPA
- Cost per sale
- % of Channel traffic across vendors being tapped
While there are certainly many more factors to consider, the above 4 basic considerations, when properly measured will give any marketing department a sense of how thing are progressing.
Even if you do not engage an online marketing consultant to do this exercise for you, it is prudent that your internal company team does this self evaluation on a quarterly basis.
For more info on this best practice, feel free to give us a call, and we will set you off on the right footing.