The Evolution of Internet : How consumers use technology and its impact on th...
Stay On Track With Strategic Benchmarking
1. Stay On Track
Strategic Benchmarking For Search Marketing
Dylan Brooks
Digital Marketing Consultant
2. Welcome to Masters of Marketing
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Join the conversation with #MastersMktg
A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Insurance Website Roundtable featuring Karly Baker,
Darmini Kara, and Jayci Morrison
This will take place on Thursday, October 17th at 12 PM
CDT
6. What We’ll Cover
The two critical questions for marketing measurement
Why strategic benchmarking matters
How the digital marketing lifecycle affects
benchmarking
When to adjust your benchmarks
18. So, how do we benchmark
strategically for each stage of
the Digital Marketing Lifecycle?
19. Start With Measurement Tools
Essential Tools
Website/app analytics
Search visibility tools
Suggestion: Start with
Google
Google Analytics
Google Search Console
22. Awareness
Your website/app is
Gaining visibility in search
Seeing growth in visits
Focus on
Specific product searches
Traffic increases to
website/app from search
engines
User behavior on website
23. Adoption
Your website/app is
Established in search
results
Driving steady traffic
each month
Focus on
Click-through Rates
(CTR) from search
engines
Website/app lead counts
Digital marketing
revenue
25. Assessing Our Benchmarks
This can be difficult
Digital marketing is fluid
You’re in a cohort of one
One technique to
consider
The two-month rule
26. The Two Month Rule
Look at your website/app
analytics and search
visibility reporting each
month
Only make changes after
two consecutive months (or
more) of poor results
28. What We Covered
The two critical questions for marketing measurement
Why strategic benchmarking matters
How the digital marketing lifecycle affects
benchmarking
When to adjust your benchmarks
29. Thanks For Attending!
Feel free to ask any remaining questions!
A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Insurance Website Roundtable featuring Karly Baker,
Darmini Kara, and Jayci Morrison
This will take place on Thursday, October 17th at 12 PM
CDT