One simple way to outperform 60% of all organizations online

The reality is that over two-thirds of organizations are not tracking the effectiveness of their marketing. I knew this on a gut level and that is why I developed Spectrum. But a recent study explains,

Over 60% of [nonprofit organizations] don’t evaluate the impact of your communications work, so you have no idea what’s working and what’s not, or how to target your resources.

The implication of this is that if you start paying attention to some simple data, you can outperform 60% of all organizations online. One of the great aspects of marketing online is that you can track and monitor the conversation. And over time, you can evaluate the effectiveness of your communications.

How to monitor communications

My guess is that most organizations do not monitor the performance of their online communications because they do not know how. Basically, the first step to making your site better is to find out how you have done.

Here is a basic set of questions you should get answers to:

• What is your Google Rank?
• What is your Alexa Rank?
• Are all your pages indexed by the major search engines?
• How many backlinks do you have in Google, MSN or Yahoo?
• How many citations does Technorati or Bloglines list for you?
• Is your site mentioned in podcasts or videos?
• How does you site rank in search engine results for certain keywords?
• What is the relative value of those keywords?

My suggestion is that you start by having me to write a Spectrum Report Card on your site. If you are not ready to order a report card, just fill out the order form and ask me for a sample report.

I not only answer these questions, but I explain what the numbers mean. I also evaluate nine areas of your site and offer optimization suggestions. This simple, affordable report card will put your organization into a position to see dramatic improvements in how your site impacts your mission.

2 comments | May 7, 13:56 | by Tim Bednar optimization nonprofit

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