You might be spending time and money on your online marketing, but how do you know if all that effort and expense is actually getting you anywhere? If you want your marketing to be effective, you’ll need to make measuring the results an integral part of your strategy.
By taking the time to regularly track and evaluate your campaigns, you can determine the return on investment for your spend, which is invaluable when you’re trying to create a marketing budget. You’ll also get feedback from your clients, so you can see firsthand what works and what doesn’t to improve future campaigns.
How to measure your marketing results
Here are a few metrics we suggest you track if you want an accurate picture of how your online marketing is performing:
- Traffic Growth. By monitoring your traffic growth you can see if your latest campaigns are bringing more visitors to your website. You can also see where your traffic is coming from – organic search or referrals from social media or other websites.
- Advertising Spend. By measuring your advertising spend and results from each campaign, you can work out your overall return on investment. Advertising reporting also lets you see how many impressions and clicks each campaign received so you gain valuable feedback on what is resonating with your target audience and what is not.
- Social media insights. With so many businesses relying on social media marketing it’s a good idea to refer to the Insights pages of your preferred platforms for a snapshot of who is reading your posts and how specific campaigns are tracking.
- Email campaigns. How are your email campaigns performing? By tracking campaign results, including open and click through rates, you can see whether your emails are effective at bringing in business or driving traffic.
Handy tools we use to measure results
Analytics is a great tool for measuring your online marketing results. If you set up goals/conversions you can see at a glance how your campaigns are tracking against your objectives. You can also identify how much each customer acquisition costs you, which can help you in setting budgets and adjusting your marketing spend to meet your overall goals.
We use some great tools to track and measure marketing results for our clients. Some of our favourites are Google Analytics, Google AdWords, Google My Business and social media insights pages. We also use email reports from our email service provider to measure list growth.
Measuring your marketing results doesn’t have to be technical or tricky and it can bring great payoffs in the form of more relevant content and less time and effort wasted on the aspects of your online marketing that aren’t working.
If you’d like assistance with your marketing campaigns, including measuring the results to boost effectiveness, contact us to discover how we can help.