Giving your B2B website some goals to measure its performance against doesn’t have to be difficult nor do any goals need to be complex.
I had an interesting meeting a few days ago to discuss a new SEO and Analytics brief with a product manufacturer in the building industry. When the question was asked about ‘website goals’ it was followed by a moment of a silence.
Almost a silence that said “Goals? We don’t really have any”.
“So why have you given us a brief about SEO? I thought.
Most marketers I deal with don’t have any goals for their website(s), but its essential to have some goals as early on as possible well before you start thinking about tactics and agency sourcing. Continue reading →