Ian Blair Hamilton
said 1 year, 4 months ago:
@seancookceo-salyrisstudios hey Sean, your comments and suggestions are excellent! They are things I have attempted to do on our website, again with little to no responses. I want ‘fresh meat’ to use your suggestions on. i know that most followers of my blog are present customers. One very tempting piece of data is that our highest search term is alkaline diet. So if people are searching on that, it means we’ve automatically segmented them to partial prospect already. The question of course is how to design the funnel to get them into an interactive mode with FB.
Now here’s the thing for me… I am quite capable of formulatinga campaign consisting of adwords + targeted articles in my blog, syndicated elsewhere. I have done that before. It would basically go from blog or adwords to a landing page, to FB. All good so far. But my BIG 2012 resolution is to measure everything. And I’m no expert in that field at all. So.. at what point in a campaign should the measurement begin?1. At the initial keyword search? Obviously. You gotta have the best keywords.2. At the longtail keyword search? if I decide to add in all the longtails my SEO software suggests then I may have 100, 200 or 300 keywords to measure links on.
3. At the landing page? I have to know what brought people to the LP, but how do i know if the LP is performong to the max? Do I go A/B testing. Seems to me I have to, but that’s another level of supervision with the limitation of only 2 options anyway. Slow maximisation because there could be infinite LP designs, one of which performs best. If I choose to have a video on the LP, there’s another level of testability.
4. Then we get them to FB. What do i use to test and report on theie activity on FB? At least if I have them sign on at the LP, I can begin to track their activity using my InfusionsSoft tags, but what happens when they get to FB? 5. Offers, tests and all the other great things we can do on FB (or a website or a blog) must also be tested, and that sounds like another sign-in to be able to track them.6. Finally, we need Google or our CRM system to be able to track them through to the sale. The sales is after all the purpose of the whole exercise.
I am reminded on Codex Alimentaris. Fot hose who don’t know, this is a new policy, begun in Germany and spreading throughout the world, that restricts us from buying alternative or herbal medicine. The legislation has been ‘road tested’ in germany for ten years and is so thorough, so ‘tested’ that as it rolls out toother countries it has no opposition because all the opposition’s possible avenues have already been seen and legislated against. Now I can (and do) get upset about it but on the positive side it’s an amazing example of testing, testing and testing to produce the perfect legislation that will be taken up without any repetition of protest. It’s coming to the US, it’s in force in Canada, and it’s creeping in here in Australia.
That sounds very negative, but I’m rather macchiavellian in that i like to study all strategies no mater where they come from. Therefore I have learned from their strategy that the time spent initially in setting in place measurement, feedback and re-jigging can radically affect the final rollout.
From experience take a look at one of our biggest non-planning disasters here (www.onebottleforlife.com) and you’ll see that we can do heaps of work, no planning and make no money, or we can do heaps of work plus MORE work in setting up measurement strategies and make buckets of money.
I’m writing all this because I actually don’t know how to put a good measurement matrix in place.I am not asking my friends here to do it for me on my FB page. I would be very happy if we created a fictional page, and then contributed our synergy to suggesting what we might be doing in measurements on this theoretical plan. I believe most of us would have something to share, and something to learn.
I understand also that some people here still believe the old adage from ‘Field of Dreams’ which says ‘If you build it they will come.’ Well I don’t believe that. I believe they might come, they might or might not stay and most of them will go. I know this to be so because I watch my own behaviour.. and try to learn from it.
I am, after a very long time, beginning to value my own time and it’s my yet-to-be-proven theory that the quality or calibre of time spent on these projects will determine their ROI. Quality means putting the foundations in place to create a self-checking, self-sustaining ‘organism’ out there that has the ability, like all good organisms, to adapt to actual market forces through accurate observation.
Anyone willing to step up with a way we could all get involved?