marketing in traffic by brian branca

I should preface this by saying that unless you are productive & take initiative, no one is going to listen to anything you have to say. You may be right or have a great idea, but it will fall on deaf ears if people think you don’t know what you’re talking about.

This starts with your boss & possibly his/her boss. When you don’t have direct channels to the top-level decision makers, it’s important to have your voice represented by someone who does.  If you’re afraid your boss is going to take credit for your work, it would be smart to talk to the person to whom your boss reports.  This is also good if your boss is an idiot or inept. 

Numbers make decisions very easy.  The more data you have to support your thinking, the better your odds at convincing your company to approve it become.  If you’re looking to increase site traffic, are your campaigns consistently driving more people to your site?  Do these visitors spend more time on the site than the average visitor?  Are they converting at a higher rate?  Have they signed up to receive emails from  you or are they looking at things like the store locator?

Building on that, you are going to want to show your campaign’s visitors are converting on the site.  You will want to see if they are spending more per order than your site’s current average.  The more people you bring in to your customer retention pool, the better your chances for driving sustained, incremental revenue.  More sales proves that you have the ability to make more money for the company, making stockholders very happy.  See what you just did…the man appreciates that.

As long as you are making the decision for you company very easy, you stand a great chance of being heard.  Try to anticipate the questions they will ask after reviewing your analysis.  Whenever possible, you want to provide information directly to the source.  The side benefit of this is that you have gained great experience in presenting to the powers that be & establishing new connections.  Most successful people will tell you this is your foundation for success.