Defining Metrics for Success

I covered the concept of developing a strategy in Chapter 2. I want to reiterate that this is really the place to start because you need to define up front what success means to your marketing campaigns. Without this, you have no way to gauge what success looks like. You need to have a vision of what you expect to accomplish and then set up your analytics to capture as much information as you can to determine if you were or were not successful. Here are some of the most notable goals for a successful outcome:

• Increased overall website visitor traffic
• Increased keyword rankings and top keyword placement
• Increased brand awareness
• Increased generated revenue and ROI
• Specific behavioral insights from your target audience based on keyword usage