A while ago, I wrote an email course for Black Chair about how small businesses can use their websites more effectively. You can sign up for it here, but you don’t have to, because over the next several weeks I’ll be reproducing that series on this blog. (Side note: this is one of the reasons “people” talk about writing “evergreen content“—I think I’m going to be too busy to blog over the next several weeks but I can reuse this thing I wrote months ago.) The first unit is about measurement, which I think is important.
Good measurement is crucial, because otherwise it’s impossible to tell which of your marketing efforts are working and which aren’t. Measuring actions on your website is really easy (using tools like Google Analytics or KISS Metrics), but the important part is knowing which metrics matter for your business.