When we operate well we are getting a lot of sales through "social". But social on a local basis need not be web only. On the largest smb that is more search oriented than social oriented (it being a local service) We just had a killer sales month. Total traffic was flat from one year ago. Total leads were down abt 10% from one year ago.
Sales were up over 25% from same month one year ago. We sold better. Could be that the quality of leads were better. If so that is because the volume of leads was far higher on the "social side" which includes testimonials from family and friends and direct referrals. Our local and most local is different from web only. We get a lot of calls. If we really want sales we SHOULD covet sales more than form leads or emails. Time has proven that volume of contacts is worth dramatically more.
Frankly our "web metrics" and our sales metrics don't match perfectly. For all the "STUFF" I see from web marketers and SEO and LOCAL SEO experts....I am more interested in the sales numbers than the web metrics.
I see lots of "stuff" about Web metrics and web conversion metrics. One thing I like to focus on is DOWNLOADS. I download a fair/smallish/relatively consistent number of research reports. I'm glad some web marketers are tracking that stuff. I started paying a bit more attention to it a wee bit ago. I believe I've had to add my email in EVERY CASE.
So now I get a lot more email from a lot more sources. BTW: since I started paying attention to this I have yet to buy a service from one of those sources. NOT ONE. NOT A PENNY or A SOU, or a KOPEK ...not even a Canadian dollar.
Okay....maybe that isn't fair. Maybe that sales funnel contemplates 20,000 downloads and b/c of that 5,10, 15, 20-50 sales. I don't know. I'm the person that evaluates and crunches the Web and marketing metrics...BUT more importantly I need to see the SALES numbers.
(In a few moments--some google adwords "advisor" is going to call. Oh boy she is getting me on the WRONG DAY. We just had heap loads of sales because of WOM, direct referrals....and her freaking ads didn't do squat for that!!!!!!!!!)