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Lisa Crotty

Real World Marketing Matters Too

Heidi talked about the Old Spice campaign last week  (which seems to be one of the most blogged about topics this past week) and one aspect she touched upon in her post is how Wieden + Kennedy chose who to respond to.  They didn’t only choose online celebrities (although they were particularly canny in their selection of those), they also created messages to Ellen DeGeneres, George Stephanapolous and Ryan Seacrest – all people with television shows who could replay the spot and provide additional exposure…

A Modest Proposal: Measuring User Engagement on Your Site

In our ongoing series about how to measuring your website’s success, we’ve already talked about informational sites (where content is the draw), and ecommerce sites (which entice people to spend mucho dinero). But what if you want your site to foster a deeper connection between your organization and your target audience? We call this an “engagement-based” model. Non-profit organizations and member associations often fall into this category. If you have an engagement-based site, you’re not necessarily selling anything, but you…

Defining Success Metrics for Informational Sites

What does success look like on a non-ecommerce site? And more importantly, how do you measure it? As we mentioned last week, the answer isn’t always obvious—especially if your website follows an informational model; that is, if your primary goal is for users to consume the content on your site. Here are a few metrics you can start evaluating to measure your site’s success: keyword rankings, time on site or pages per visit, and visits to specific pages of your…

How Can I Tell If My Website Is Successful?

If you have an ecommerce site, it’s pretty easy to measure your success.Just take a look at your completed transactions. Sales holding steady or on the rise? You’re doing great. Too many abandoned shopping carts? You’ve got some work to do. “But what does success look like if I don’t have a shopping cart?” It’s a common question we hear from educational institutions, trade associations, non-profits, and other organizations that aren’t focused on web-based sales. But never fear. You still…

Website Keywords – Implementation (Part 3)

In the first two discussions on keywords, we talked about how to determine what keywords are already driving traffic to your site and how to discover new potential keywords. Now that you have all those keywords, what should you do with them? Incorporating keywords Once you have your list of keywords, review the content of your website page by page to determine which keywords are most relevant to each page. Usually they progress from broad categories on your homepage to very specific words on your internal…

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