Measuring the Success of a Marketing Scenario

Ever since I can remember I have been involved in the Boy Scouts of America (BSA). I stuck with Boy Scouts all the way through, I even earned my Eagle Scout award. The Eagle Scout award is the most prestigious and highest ranking attainable in the BSA. In order for one to achieve their Eagle award they must perform an Eagle project.

With that being said, my Eagle project consisted of gaining trustworthy volunteers, doing some door-to-door marketing dropping off flyers, picking up canned foods (for shelter) and much more. The main goal of the project was to end up with 1,000 items total for the HAVEN shelter.

Goals:

  • Donate at least 1,000 items
  • Rally trustworthy volunteers to help pass out flyers
  • Get lunch donated for volunteers
  • Represent Boy Scout Troop 1627 and the BSA as a respectable organization

The metrics that I would use for this scenario are a little bit different than your typical metrics considering we are dropping off flyers for a canned food drive.

Metrics:

  • Ratio to determine which streets in the radius donated the most canned goods
  • Ratio to determine how many houses actually donated out of the number of houses delivered to
  • Counting out how many items were actually donated in total
  • Conversion ratio of items donated by people who were handed flyers
  • Conversion ratio of items donated by people who were told of my project by word of mouth

There are quite a few tools that could be used in this scenario to make keeping track of all of this information a lot more simple and less confusing. These tools that I used/wish I would have used during my Eagle project are the following:

Tools:

  • Excel
  • Google Analytics

Several accomplishments defined the success of this marketing campaign. I was lucky enough to have Hungry Howie’s pizza donate lunch for my volunteers. I also was fortunate to have enough amazing people around me to help out with the project by volunteering. I ended up raising over 1,700 items, which surpassed my goal by 700 items. Needless to say the shelter was overwhelmed.

What is SEO?

SEO is Search Engine Optimization, this is the process of affecting the ability to easily view ones web page in a search engines natural or organic results. In plainer language, an SEO will produce results in order based on their ranking on the first page of a search engine, very easily accessible and easy to see. In theory, every business is going to want their web page to come up first on the search engine. This is what leads us to the great debate of what a webpages ranking factors will be.

When we think of search engines what is the first thing that comes to mind? A lot of people instantly say Google without the blink of an eye, so let’s talk a little bit about Google. After reading through “The Myth of Google’s 200 Ranking Factors” by Gianluca Fiorelli, I would have to say that I probably side with him on his views of there not being a certified list of rankings that Google uses. However, this does not mean that there are not useful lists, nor does it mean that there aren’t useful portions of lists. I feel as though every list is going to have some biased to it so it would be hard to find an actual list that is credible.

Another thought that came to mind while I was reading this article was “I wonder if Google ranks web pages higher that use their tools”. The author discusses how “Youtube” comes up as a ranking, as well as “Google Analytics”. It makes you wonder if they do that so more people will use their tools such as “Google Analytics” and “Youtube”. In my own personal opinion, I believe that these factors probably do take a role in the ranking system at Google.

Keyword Density came up as a ranking for Google in the article. It did not really surprise me considering the search engine is based on words. However, the author did not seem to like the idea of Keyword Density playing a role in Google’s SEO ranking. He actually goes onto say that “Keyword Density never was a Google’s ranking factor. Never.” I would have to agree with the author on this thought. I do not think the more times a key word appears on your page the more likely it will to be ranked higher at all. It could very well be the exact opposite of this.

I’d like to also talk a little bit about the difference between ranking and indexing. When we talk about ranking, we are talking about the order of the contents. However, when we are talking about Indexing it is different. Indexing is used to determine what to suggest as an answer to a query with the words or phrases composing it. For example, you might research a specific question, and the most popular website could be at the bottom of your search engine. This would be because another web site was able to correctly answer your query specifically by identifying your words or phrases used.

Gated Content

After reading the article “To Gate or Not to Gate, Why You Should Give Your Content Away” by Kim Stiglitz (as well as a few other articles) I have came to the conclusion that I feel as though businesses should not gate their content online.

David Meerman Scott says that according to his statistics, “a white paper or eBook will be downloaded 20 times and up to 50 times more without a gate in front of it.” What do you think about that? If you were a company who was trying to get as many eyeballs on your product as possible, bring in as many customers as possible, wouldn’t you want your content to be viewed for free and as many times as the user wants at the touch of their hand? This way at least the content is not being forced upon the user.

However, not everyone is interested in having the most views of content from his or her page. Some people are more concerned with a qualified lead, which is fine. I read another article that I found this week “Is Gated Content a Necessary Evil?” by Kathryn Aragon and in the article, as said by Mike Volpe, the CEO of HubSpot, “If I can get 100,000 people to see that page and I can get 28,000 people to fill it out, 28,000 contacts may be more valuable than even 50,000 people seeing the content”. I really like that quote and that is why I added it. It shows how not everyone has to have the same view on what they want out of people viewing their content. As stated above, some people may be looking for quantity as others are looking for quality.

As some people see ungated content as a great thing, not everyone agrees. From the same article in the paragraph above, Copyblogger’s chief copy writer Demian Farnsworth discusses why he feels as though content gates are great for building a relationship with ideal prospects. He states that most people online are publishing content to generate some type of audience that they can build their business around.

He also states “Holding something back identifies those who are more serious.” Perhaps the person publishing the content wants you to dig deeper and download some information they have provided. Farnsworth goes onto state that the more valuable the content of the download, the more trust gained between the two parties. I would have to agree with Farnsworth in this situation. If I download a piece of information from a business online and that information seems to benefit me in someway, I am a lot more inclined to feel something positive towards that business

In my opinion, I feel as though a great relationship can be maintained and started from ungated content as well as gated content. This being said I feel as though most sites should not have gated content. We live in a world where people like the access of things at their fingertips. Give the people access to see all of your available content, even if they aren’t a good lead, you never know they could pass the message of your business along benefitting you.