Monitoring your web presence: Block 11
It’s important that your web presence gets better over time. At SameVine we’re fans of the continuous improvement model. There are variations but this is it in a nutshell:
In this series so far we’ve covered ‘development’ in block 1: start with strategy, and subsequent posts have been all about ‘implementation’. In this post we wanted to cover evaluation because in order to ensure that you’re on the path of improvement, you have to have an accurate view of where you are.
Set Key Performance Indicators
The first thing you need to do is set Key Performance Indicators (KPIs). A KPI is a type of performance measurement used to evaluate the success of an organisation or of a particular activity in which it engages. KPIs for your web presence might include:
- No. of website visitors
- No. of online event sign-ups
- No. of social media followers
- No. of social media engagements
- No. of new church visitors that found your church on the Internet
These are just a few examples. The options are vast and you can also include more qualitative measures such as feedback that you receive about your web presence and general impressions about the success of your online presence.
Monitor your website performance
The data held by your website can provide valuable insights regarding your website’s performance and there are a number of tools available to help you uncover these insights. Our favourite is Google Analytics which we mentioned in last week’s post. Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources. It measures a range of metrics that indicate how well a website is performing. It’s the most widely used website statistics service. Here’s a video on how to get started with Google Analytics.
Monitor your social media performance
Monitoring your social media performance will help you understand the impact your church or organisation is having on social media. A really useful tool for doing this is Hootsuite Analytics. Here’s a brief video overview. The great thing about Hootsuite is that enables you to monitor social media activity across all your social media accounts in one place. Hootsuite analytics includes useful information such as.
- Follower growth
- Most popular links
- Keywords that people associate with you over time
Monitoring your web presence will lead you into quite a complex area of online marketing called web analytics. In this post we just wanted to give you an idea of how to do the basics without bombarding you with two much technical detail. The two videos we’ve linked to above will help you get started.
Only 3 weeks to go until the Premier Digital Conference! Have you booked your tickets yet? We’ll be delivering the session ‘Create a bigger church.’ Come along and learn how intentionally developing your online presence can help bring more people into contact with your church. We hope to see you there J