Micah Bircholz + Cox Automotive: 6 Key Factors for Online Marketing Success

In a world filled with information, it can be hard to get people’s attention. But with so much competition, it is more important than ever to ensure that your website draws in the right audiences and keeps them coming back for more.

In order to do this, you need to focus on six key factors; these include but are not limited to, marketing metrics, content, copy, design, and growth hacking.

Marketing Metrics

It is well established that traditional marketing methods such as radio ads, billboards, and magazine spreads aren’t effective any longer. But that doesn’t mean that they are completely useless. As long as you use the right metrics, you can still determine the appeal of your marketing campaign and work on improving it.

There are three basic measurements that you need to track. The first is traffic. You can measure this in a variety of ways, including but not limited to, visits, pageviews, and signups. Keep in mind, though, that while these are all helpful, they aren’t entirely precise. After all, you can’t perfectly measure the “quality” of traffic.

The second measurement is engagement. This refers to the time that users spend on your website or app – whether they’re reading emails, browsing products, or engaging with content.

The third measurement is conversion. This refers to the actions that users take following their visit. For example, do they register for a newsletter, subscribe to a blog, or make a purchase? You can track the conversion of these actions using tools such as Google Analytics or MixPanel. Even better, you can monitor the entire customer journey through your website. Doing so can help you identify specific changes and determine the effectiveness of your marketing efforts.

When it comes to marketing, tracking success isn’t confined to a single website. Instead, it extends to email marketing, social media, and more.


Even though your website is a hub for all of your marketing efforts, you need content to keep people interested. And in today’s world, content isn’t limited to text. In fact, you can incorporate almost any format – including images and video – into your content. 

But in order to keep your content relevant to your target audience, you need to know who that audience is, as well as what they want. To this end, you can use tools such as Google Analytics to track the behavior of website visitors. This way, you can determine the content that resonates with them the most and prioritize your efforts toward creating more of it.

The term “content marketing” refers to the marketing of both tangible and intangible products or services through the distribution of relevant, valuable content. Essentially, content marketing is a combination of marketing and editorial (i.e. content) that happens to be distributed through digital channels.

As a content marketer, you decide what content to distribute and how to do so. Because of this, you have the opportunity to become a thought leader in your industry. And leading by example is one of the best ways to get other businesses to follow your lead.

Additionally, you can use tools such as Google Analytics to track the performance of your content. Doing so can help you identify content that is performing well and use it as a benchmark for future material. If you discover that particular pieces of content are driving significant traffic or conversions, you can bet that your boss will be calling you in to talk about how to expand the department’s content marketing strategy.


In the same way that your marketing efforts need to be relevant and measurable, so does your copy. Simply put, your copy – whether it’s on your website or in an email – needs to effectively communicate your message to your audience.

While you definitely want to put your best foot forward – and a little bit of your personality – there isn’t any need to be obnoxious or self-serving. Subtle yet effective ways of demonstrating your confidence and expertise will prove to be more persuasive than blunt approaches.

In order to achieve the most effective copy, you need to consider a variety of factors, including but not limited to, your target audience, the product or service that you are marketing, and the medium through which you are distributing your text (i.e. print vs. digital). Additionally, you can use tools like Google Analytics to track the performance of your copy.

Once you have determined that certain words and phrases work well together, you can incorporate them into your writing to polish your message and strengthen your brand’s credibility.


Last but not least, we have design. Your website’s design is among the most important factors contributing to your marketing success. This is particularly true if you are trying to establish a connection with potential customers. So whether you are a web designer or simply know one, it is vital to find a professional who can help you create a visually appealing site.

As a brand, you want to ensure that your website reflects your identity both visually and functionally. Additionally, you want your website to reflect your brand’s values in hopes of creating an affiliation with your audience. But above all else, you need to maintain a connection with your visitors; that is the whole purpose of a brand website!

To this end, it is important to find a web designer who understands your needs and goals. Additionally, you can bring your own brand’s colors into the mix as long as everything else is within reason. When it comes to the content on your site, you want to make sure that it is easy to read and digest. Last but not least, you want to find a web designer who is easy to work with and understands your direction. Because if you aren’t happy with the service, then it’s a waste of time moving forward.

With these tips in mind, you can begin to formulate a plan to achieve online marketing success.