Learn How to Manage Your Internet Marketing by The Numbers!

What is your most important internet marketing tool? Surprisingly, a good statistical application should be high on your list. The most successful real estate agents not only aggressively work their online leads, but they also know the basics of managing their internet marketing campaigns by the numbers. 

Mastering the Basics is the Easy Part! What are the basics? First, start with your goals. Ask yourself: What do you REALLY want from your online marketing? Click-throughs to your site? Impressions? Qualified leads? Sales? Brand awareness? Company image? All of the above?

The Three Deadly "Yeah, Buts. . ." Still, there are many examples where even the best agents stumble when it comes to managing their marketing campaigns by the numbers. They know they should quantify their results, but they come up with a list of objections we'll call the "yeah, buts. . ." 

Yeah, But. . .#1: "Statistics are dull". Really? Consider these exciting statistics from the December 2002 Consumer Internet Barometer, written by the NFO WorldGroup, Forrester Research and The Conference Board: 

-Only 33.6 percent of U.S. consumers have never been online 
-Nearly 61 percent of internet consumers go online at least once a month 
-Of those who go online daily, 60.5 percent make online purchases within 3 months. 

Why is this information so exciting? Because it shows 1) tremendous growth and potential for anyone who works even part of their sales process over the internet and 2) that people who advertise over the internet need to become extremely sophisticated and target relentlessly if they hope to stay competitive! Every year, as internet interest and activity continues to grow by leaps and bounds, new agents enter the fray, carving into your percentages. By keeping your eyes on your goals, you'll know what you levels you need to achieve to stay competitive.
 
Yeah, But. . . #2: "I hate the thought of any kind of math". If you have math anxiety, relax! Most web-based statistical applications make analyzing your internet marketing goals extremely easy. Even the most statistically savvy will usually color-code their findings to green (exceeds goals), yellow (meets goals) and red (under the goal). Exceeding your goals with a certain ad campaign? Great! Then increase your budgeted allotment for them by eliminating or reducing the campaigns that fall into the "red" zone. 

Yeah, But. . .#3: "I need to know that online advertising actually generates sales quickly." Unlike offline advertising, you'll know exactly who responded to your online ads, what ad worked best, and at what time. Your online stats will show you 1) which type of ad creative (banner, pop-under, skyscraper, text link, etc.) works best for you, 2) which placement at which publisher site works best, 3) what kind of customer you're attracting 4) and when they're most likely to shop. That's a wealth of information that any successful marketer would love to have instantly. . .but it's difficult, if not impossible to achieve with offline advertising. However, with online advertising, your stats will allow you to have this information in real-time. Armed with this information, you can continue to invest in the tactics that give you the best exposure. . .and instantly dump the tactics that aren't working. 

The Bottom Line? By zealously managing your campaign by the numbers, you’ll know when you meet. . .and exceed. . .even your wildest internet sales goals!