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How to tell if your marketing strategies are effective

Software and services are available to help you find the information you need. Tracking software can be downloaded to provide information about the success of your advertisements, how your site is being used, and other useful details. Tracking services offer information about your audience and site traffic. Both give you freedom to adjust details to your liking.

Web tracking software is available for download or should be provided by the company that hosts your site. Make sure that your reports are easy to read, available at any time, and updated daily. You want reports to remain confidential, so choose a secure site that uses a password to access your results.

Services include daily, weekly or monthly reports for site information. You can customize your reports to include specific details such as demographic information for your audience, keywords people use for your site and number of visitors per day. Depending on the service you use, this information is available for a small amount each month.

Make sure you get the information you need from the service or software that you choose. You need to be aware of the number of people who use your site and the location of your users. Find out where your visitors come from so that you can advertise more in these areas. The time people spend in certain areas of your site can indicate areas of interest or possible confusion. Reports tell you which ads are effective and where people go after they click on your ads.

" Return-on-investment (ROI) " measurements tell you what happens after people click on an advertisement. Even though people may click on your ad, they may not buy the product. If your ads get a mixed response, you'll know to make some changes. ROI gives you the opportunity to improve advertising and learn how to get a visitor to make a purchase.

Cookies provide ROI information. When you visit a website, a cookie, or small file, is placed on your hard drive to track your movement throughout the site. It is used to identify users when they return to a site as well, either prompting the visitor with their name or bypassing a password page. Though cookies do not provide your personal information to a company, they give the company insight into how users navigate through their site. Note: If you use cookies in your site, always include information about their use in your privacy statement or ask a user's permission.)

Check out the Competition

If they are doing well, they must be doing something right! Find out about your competition. Look around online to discover where your competitors advertise. Perhaps you should advertise in a similar location. Examine the graphics used in competitor sites as well as their ad designs. Don't copy anything you see, but rather compare your site to theirs to see what's 'missing.' Their site and locations for ads tells you a lot about the audience they appeal to. Is your target audience the same? Should it be?

Look to leading companies online for clues. Successful companies outside of your industry can teach you valuable lessons about maintaining a business online and about Internet users. Look around in newspapers, Internet magazines and other sources to find the top 10 successful websites. Go on the Internet to see each one. If you look carefully you notice that although the sites don't compete in the same industry, they have common characteristics that make them successful. Consider how you could then change your site and even where you could improve on what they offer. Use the knowledge that is available to you and then add a 'twist.' Make your online presence unique and inviting.

Competition pushes you to do great things. The online world seems daunting but don't back down if your site doesn't grow overnight. It takes time for people to develop a relationship with your business. Keep in mind the basic concepts we discussed: customer respect, honesty, perseverance and good intention. These elements will keep you on the right track while your business grows. When it comes to competition, Searchengines.com will tell you, "don't back down, get even."