Today’s tip comes from Search Engine Watch via @MarcLucas. And it is amazingly simple:
If you can’t measure it, don’t waste time or money doing it. Recognize that all business activities cost money, whether that involves running paid search advertising, communicating via social media channels, and even search engine optimization (SEO).
Hold social media, SEO, email, digital marketing to the same standards you apply to traditional mailings. Track the costs, measure the response, and calculate your return on investment. Don’t do things just because everyone else is doing them. Test, track, and measure so that you can zero in on the digital techniques that produce results for your association.
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