Own The Racecourse Part 6

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You need some way of knowing how your business is doing. So know your numbers. Measure constantly. This module is a guide to what you should be tracking in your online business.

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We all start from scratch, we all start from zero. [Click To Tweet].
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You want to be tracking, measuring and testing.

There’s a little graph there of my backlinks that have jumped up from under a couple of thousand to over 12,000 in just a week. Just by syndicating the RSS feeds, and really ramping up the press release and embedding of things.

A few other things have happened too. Bloggers started noticing my content schedule and then shared it with other bloggers and then I got a big mention in a podcast yesterday and now I’m going to do an interview with that person. That interview will then go in front of that audience and then those people will come. This is how the snowball starts.

I can pretty much guarantee you, when you start this; it’s going to be very small and insignificant. No one will comment on your posts. You’ll wonder if anyone reads it. You’ll get hardly any traffic and it will be slow. It’s almost kind of embarrassing.

When I put up my YouTube account and there’s like 300 views, it’s like people are going to expect more from me. But a few months later, I’m up to 25,000 views and I started to feel a little more comfortable. I’m pretty sure a year from now; I’ll have at least 100,000 views, probably a couple of hundred thousand because that’s just how it goes. The more you have, the more you get, the more you have, the more you get and it’s just going to grow.

If you speak to the people who get 1,500 views a week for their YouTube videos, there was a time when they were getting like 10 or 2. We all start from scratch, we all start from 0, but you do measure the progress.

This is the measuring checklist.

Check your Google and Twilert alerts.

It will show you the response to your press releases and your blog posts. I am getting alerts instantly with my video thumbnails, with my blog posts, with my syndicated blog posts, with my press releases. We post content, it comes back that day. It’s amazing how fast Google is to pick that content up. They must be literally all over the site.

Sales in the cart by product.

Why is our website business doubled in the last 30 days? It’s because we got the customer feedback. We promoted it to our perfect customer audience. Cross promoted it to the other people in that audience especially with the weekly news summary. That is a great way to cross promote your products because you’re putting the news from all the channels even though someone may have come from one channel. And then the sales go up in the cart. That’s exactly what I’ll measure.

Emails, opens and clicks.

You got to find out if people are fading on you or are becoming unresponsive, or if they continue to open emails and you can check things like complaint rates and click-throughs. You can also use your tracking links, your Google analytics tracking links and check out what’s actually happening there with trends and graphs and charts.

Total subscribers is something we definitely watch.

In this case, I’m collecting let’s say a dozen emails a day from my main news blog. At the end of the month, I’ve sent 70,000 emails. If I still have more subscribers than I start with at the month, then my business is growing. There will be some people who unsubscribe and leave, there’ll be some people who come. But I’m pretty certain if they’ve got between 4 and 20 emails from me that month and they’re still on my customer list, they’re a red hot prospect, if not a buyer already.

Daily subscriber additions, that’s something that we look at.

How many people are coming on board. So we’re able to pick up a big increase by adjusting our LeadPlayer videos. You can also change the layout of the website to encourage page views or conversions on particular products. It’s important that you measure everything.

YouTube viewers and subscribers.

I’m definitely watching views and subscriptions. I want to know which videos they watch. How many subscribers? Adding the little WordPress YouTube subscribe widget had definitely increased the number of subscribers and I think over time again that will snowball.

Facebook likes.

I just went past 4,000 Facebook likes. It wasn’t that long ago I had about 1,600 so I put a bit of effort on it to build it up and that again it’s a bigger snowball. Literally reaching twice as many people with every post because there’s more people there.

Have a look at your Facebook cost-per-thousand or cost-per-click metrics for your paid campaigns. Generally it will start a little higher and it will get down to a lower amount. It can be quite a low amount. If Facebook likes your ad, if you get great click-throughs, if your content is always fresh.

Now if you speak to a Facebook expert and there are plenty of those around us. They will tell you it’s really image driven. Put fresh great images and remember we talked about having brand new, fresh, original images. Well that’s perfect for Facebook. Your campaign is going to stick because your fresh images continue to provide something of interest. I’ve seen stock images that I’ve seen over and over again and I’m just blind to them.

Measure feedback from new and leaving customers.

You should definitely ask people who arrive into your system why they bought and you should ask people who leave, why did they leave. And that way you’ll find out what’s wrong. What you can fix.

Pay attention to your analytics and your goal tracking and your funnel.

Have a look at your Adwords. See your banner click-throughs and conversions.

Look at Google Webmaster Tools.

You’ll see a huge impact in the number of pages indexed on your site; the queries, the click-throughs, the search positions.

Identify bottlenecks.

Always ask yourself, “What is our biggest sticking point? What’s slowing our content down? Am I not getting new ideas? Do I need to build a bigger team? Are my ads wrong? What’s the bottleneck that you can fix? These are things you want to measure.

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