Masters of Marketing - Lifecycle Performance Pros

you need to be able to see exactly what’s working in the two
bottom-line areas that matter most...
o how you SPEND your traffic-building time and money -what’s
working, and what’s not. SPEND only on the
techniques that bear fruit.
o how you MAKE your money -- gear your content more and
more towards what *GETS THE CLICK.* Because that’s what
builds your INCOME.
So HOW do we get this information’ Through two forms of
analysis that are specialized for content sites like
yours...
o Click IN Analysis
and
o Click Through Analysis
Before we go further, let’s talk about two different kinds
of links...
o OFF-SITE links that bring traffic IN to you
o ON-SITE links that send traffic OUT.
OFF-SITE links do not appear on your Web site. People will
not actually click upon these links while they are ON your
site. Rather, your potential visitors see these links OFF of
your site... in e-zine ads, or offline print ads, in flyers
that you distribute at trade or hobby conventions, or in
your SIG file (at the end of your e-mail). And they’ll use
these links to come INTO your site.
Since you spend time and/or money on these traffic-building
activities, you need a way to measure this, to track what
off-site promotions are working, and which are not. Once
you know which of your EXPENSE-generating activities work
and which ones don’t... you know where to spend your
promotional time and money! And where to stop! You build
upon your successes and fix your weaknesses.
Let’s contrast that with ON-SITE links...
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