Since we kicked off Keyser Media back in April, we have worked with a number of local and national clients. The number one question we get from business owners is how do I track online results?
The question is one that I found disconcerting at first because when you market and advertise effectively online, you should be able to track just about everything. You can track unique visits, conversions, earnings per click and even track Facebook users when they land on your websites with the Facebook pixel.
The Internet allows you to target and retarget and advertise to extremely tight niches. All the things you can’t do with traditional media you can do online.
When businesses use TV, radio or print, they can’t track their results. The goal is to reach as many people as possible. Different channels may reach different masses, but spending $10,000 on a TV schedule or radio schedule will get you a bunch of ads, but they really can’t be tracked. It is incredibly difficult to understand and know if your ad spend got you a positive return on your investment.
With digital, tracking and a positive ROI seem to be the number one question for small businesses. I’m curious as to why? If the entire advertising paradigm for the last 70 years has been to spend a lot of money reaching as many people as possible and hope it comes back, why is tracking results the number one issue for small businesses now?
The answer could be as simple as understanding the digital evolution. Not only is the ability to market and advertise becoming easier online while being more efficient and targeted, business owners are also evolving. Business owners are quickly becoming aware that their ad dollars can reap massive rewards online that simply are not possible with traditional media.
Business owners are realizing that they can track all of their online efforts and with the right understanding and knowledge, they can project growth and sales by using digital media. Small business owners are evolving with the digital age. They are learning that once you get over the initial knowledge hurdles a technical barriers, the Internet can be the greatest asset your business has ever had.
What happens when you have been using radio, TV and print for decades to run a successful business, but one day those outlets are gone or don’t deliver anymore? That day is coming and it is coming quickly. Don’t let the Internet scare you. Get past the knowledge curve and start learning how to grow your business online.
If you need help or have questions, comment below.
- C. P. Keyser