I began my professional career in writing, marketing communications and public relations. About 10 years ago, I had the opportunity to learn search engine optimization (SEO) and I was hooked! I decided to pivot and go into digital marketing.

Since that time, I have had the pleasure of helping numerous companies improve their digital marketing footprint through website best-practices and effective Search Engine Marketing (SEM) strategies and tactics.

However, it wasn’t until I joined MTE as an in-house digital marketing manager that my expertise blossomed. This was due to a shift in my perspective. When I worked at an agency doing digital marketing, I viewed everything in terms of visits and goal conversions as tracked by Google Analytics. I assumed that these were what companies – and the people who run them – cared about. This definitely wasn’t the case.

Senior management at a company think in terms of revenue, which is driven by sales leads that turn into sales opportunities. What I’ve learned is that at a lot can happen between someone going to your website and converting (either through a phone call or completion of a web form), and them becoming a sales lead, and finally a sales opportunity. In order to ensure this happens, you need to have a variety of solid processes in place. You need additional processes in place to tie sales opportunities to revenue!

Now when I examine website visits and goal conversions in Google Analytics, I look at them as leading indicators to help gauge how effective I am going to be in driving sales leads and opportunities.

Eric's Articles

• An SEO Community Success Story