Measurement
Your online presence is more like a garden than a billboard or brochure. It should be regularly monitored, updated, and pruned when it becomes unwieldy. This isn’t done blindly - you should be actively measuring and testing to find out what works and what doesn’t
Website Analytics
How many people are visiting your website or online profiles every month? Is this growing over time? What pages are they visiting? What actions are they taking. Are they checking pricing pages? Where is your traffic coming from? Organic search? Paid Traffic? Social Channels? Branded Search? Are they getting in touch with you? Spending lots of time reading service pages and then bouncing? Use your visitor's behaviour to guide your further investments in your website, social and digital marketing.
Search
How are people finding you? Are they searching for your brand, or are they finding you by seeking out a service or product and your site comes up? Who else is showing up for these searches, and do you objectively seem like a better option? Does your appearance in Google searches have the right language to convince people to explore your site as a possible option?
