• "Pages has revolutionised the way we do business and put our brand into new markets that would not have been possible using any other channel."

    Greg Pech, CEO
    Satellite Phone Store

  • "ShipServ is a vital tool for us as a leading European ship chandler and we need to be highly visible in the ports we serve as it is used by all the leading shipping companies."

    George Saris, President
    Atlas Ship Chandlers

  • "We started to use TradeNet just to save time and stop manual typing of orders, but now we get other substantial benefits including vital benchmark data on suppliers’ response times that help us in all our negotiations."

    Knut Ove Thuland Hansen, Purchasing Manager
    Utkilen

  • "Time is the biggest saving through ShipServ. We have detailed data that tells us that the amount of time we spend per vessel each week has dropped from 9.2 hours to 7.9 hours."

    Richard O'Malley, Purchasing Supervisor
    Crowley Maritime

  • "Encouraging our suppliers to adopt the e-commerce platform has been well worth the effort. We have reaped significant cost savings from streamlining our purchasing processes."

    Charles Ong, Purchasing Manager
    Keppel Shipyard

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15 June 2010

Online Marketing Tip #10: Test Everything

The beauty of online marketing is that you can test everything, improving your marketing over time.

Some of the testing tools and methods are sophisticated but many are very simple. Here’s a sample:

Google Analytics: www.google.com/analytics is a great way to analyse the traffic to your website – where it’s coming from and what pages are being most visited. You need to put a little piece of code on each web page but that’s easy for your web geek.

Link monitoring tools like Link Diagnosis: www.linkdiagnosis.com can show you who is linking to your site. The more backlinks you have, the more traffic.

Social media monitoring tools like Xinu: www.tools.seobook.com/xinu can show you what kind of footprint you’re leaving on the social media sites.

Keyword tools like RanksNL: www.ranks.nl/friends can show you who is using what keywords and how many people are searching for them.

Dedicated landing pages can be the easiest way to test a campaign. If the only way to reach the page is via a campaign, you know where all the traffic on that page comes from.

Email marketing tools all have built-in reporting so you can see how many people opened your last email and who clicked through to which links. Essential insight.

Again, some of this may feel a bit advanced but the principle is simple: that which gets measured gets managed. If you test your online marketing efforts, you’ll improve over time, spending less for better results.

(Article taken from “The 10 Essentials of Online Marketing in Shipping” eBook)

This entry was posted on Tuesday, June 15th, 2010 at 12:53 pm.

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