Once you’re certain on what your businesses goals are, you need to determine what KPIs, which stands for key performance indicators, to help measure the success of your online marketing strategies. With these analytics you will know which strategies to repeat due to positive results, and which ones to omit when they do not perform as desired. Some examples of KPIs are: page views, social shares, engagement and subscriber growth. Your content should stimulate the visitors to your page and make them want to learn more about your brand. This is the discovery stage where the visitor is first viewing your content. From this stage you hope through your marketing strategies that the visitor will considering using your goods or services. The longer a visitor stays at your site, consuming your content, the better chances they will convert to be willing to purchase from you. Finally, if you’ve converted the visitor into a buyer the goal will become how to retain them from being a one time buyer and keep them long term. Which some strategies you could use are, exclusive deals or perks, service advice and insider tips. During the interview with, Ebony Renee Baker, she explained how this process is give and take. As you experiment with new ideas, they all won’t be winners. For example, Ebony went on to explain how during London fashion week, they found people don’t go online for a written piece on Refinery, so they know that is something they don’t need to focus on reporting on. Ebony also spoke on the ethical aspects of using influencers to help your business grow. You never want to give a gift and expect good reviews in return. People don’t want to read/listen to somebody who has been bought and push inferior products. It’s always best to let your business do the talking, and remain ethical.
