Fear not, answers to these questions are not hard to find. Our experts at Globibo Media are more than happy to help. With their help, you can enjoy a much better look at current visitors. If possible, you can align the strategy of traffic acquisition more intimately with the business goals.
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To comprehend overall traffic, you need a more intelligent iteration of the traffic within the industry. It must also be contrasted against the relevant competitors. It is possible that you could be tracking such metric staples like visits, time on site, return visits and uniques.
These statistics should be taken in context. You should see whether you are ahead of your competition or are you lagging behind. If your sales increase, it may mean your marketing efforts were a success. It can be that consumer shopping went up in the market.
The metric titled “share of visits” displays you the total visits percentage within the entire industry who come to your website. To give an example, McDonalds may benchmark the visits percentage they get within the food industry. This statistic will help them to identify whether a jump in traffic mirrors gains in relative standing- and not empirical fast food industry growth.
It will be an extremely wise move to benchmark the visits share against major competitors or the market’s top brands. A chart made to reflect sales will throw up a wealth of information. For example, a well known fast food chain found that its sales actually become lower during the holiday season-and not higher as common sense may suggest.
The activity of competitor benchmarking offers insight into the inner workings of your competitor. It shows which activity works- and what does not. You can use such data to give advantage to yourself. These can be done through the adoption of successful practices. It can also be achieved through ineffective ones.
Brands can take advantage of online benchmarking results through a number of ways. They can just take the option of putting in increased effort to a certain area where were rejected earlier. An alternative way is to adopt a few of the best practices used by the competition. These best practices must be implemented effectively into the existing business plan. Brands can also select to go the innovative route. They can attempt to create new strategy or tactic based on what was learned.
Even though benchmarking must be included in the marketing plans for all brands, there are a number of issues to be aware of. The following must be taken with due caution:
At the time of evaluation of Public Relations and marketing efforts, it is important to consider only two perspectives: trend of results and the results compared to closest competitors.
There are a broad range of analytics, monitoring and listening tools to answer trends of results. The second factor-comparing results to closest competitors- can be had by using any one of the many tools available. Comparisons can be made in terms of brand mentions in social media, organic search visibility, web traffic, target keywords and a number of other factors. The list of tools include:
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