Has it been a month already? That means it's time for the non-techy, ultra-friendly advice column for social entrepreneurs and non-profits managing their web sites on their own. Each month, we dedicate this blog to answering your questions about ways you can take control of your own web presence, keep your site updated, and integrate the technology that best supports your customers and donors -- and hopefully, our answers will be as easy for you to understand as a cookie recipe.
This month, we're answering an anonymous question from a fancy-shmancy, high-fallutin', big-bucks guy in corporate level marketing. In his day job, he is able to snap his fingers and get five years of market trends in his clients' industries, including when web traffic spiked in relation to different campaigns, which parts of the country clicked on which Facebook ads, and what the projected next month of online ad conversion might be based on the outcome of the NCAA basketball championships (go Badgers!). He's asked us not to identify him, but he's wondering how, without the fancy analytical tools he has at his disposal at work, could a regular joe with a small business EVER be able to see which online marketing tactics are working, and which are a waste of time.
His question: how does a small-potatoes web site owner know what's working online and what's not?