SEO

Online Marketing Agency Success

You've paid your online marketing agency to develop a great website and great content. You've paid for an online marketing service like SEO, keywords and performance-based media buys. So you've used your online marketing service budget wisely, right?

Well, maybe not. Did you allocate funds for your online marketing agency to conduct a considerable amount of testing?

A little testing won't get the job done. But an ongoing program of testing will. Our advice: Test. Test. Test. And then test some more. Instruct your online marketing agency to develop a continuous process for testing everything, with emphasis on segmenting your tests and learning as much as you can for each customer, offer, list source and all of the other building blocks of your online marketing campaign.

Getting as much detail as you can about your online marketing service is one of the critical aspects of your continuing success. To keep improving in all of the many factors that impact the profitability of your online marketing service and its ability to generate and convert leads, ensure your online marketing agency tracks and measures everything in the lead generation cycle. This includes:

• Referring domains and sites
• Keywords
• Content
• Offers and sub-offers
• Landing page design such as images, fonts, colors, backgrounds, eye-tracking and page length
• Registration forms including placement, length, number and type of questions, required versus voluntary

If your online marketing agency is using a call center to process inquiries, pay a little more for services that give you discrete inbound phone numbers for each caller. This enables you to leverage your investment in an online marketing service like SEO and/or link-building strategies because you can tie back to keywords of the source that drove the call.

By making sure your online marketing agency is employing a smart testing program you will experience a stream of incremental increases in your conversion rate. Don't look for home runs. Testing is to lead generation as bunts, singles and stolen bases are to baseball. The little but frequent bites of success will have a cascading impact over time.