A great ROI is the goal of every digital marketing campaign, and though leads and profit are the usual aims, goals can present themselves in various ways. Both SEO and social campaigns can be used to increase brand awareness, attract visitors to your blog and even to download your latest free app, which may pose no initial monetary value, but will ultimately help you increase your profits in the long run, as visitors get to know, and trust, your brand. Therefore, you may be wondering, how do I measure the success of all of my digital marketing efforts? In this post, we take you through the steps you can should take before you measure your campaign’s results, as well as all the different measurements you can take.
Step 1: Identify And Determine Your Business Objectives
The objectives define your organisation and will help you determine what your marketing goals should be, and therefore, as Digital Marketing Philippines states you should ‘get everyone in you organization or business directly involved with your campaign efforts, from top management down to every employee or member of your organization’. What is it that you’re hoping to achieve in 6 months, 1 year and 5 years’ time? What marketing tactics can you integrate to help you achieve this? Know the objectives. Know the tactics. Reach the goals.
Step 2: Set Targets For Each Of Your Objectives
But how do you reach these goals? Well, you need to set targets that will utilise the tactics you intend on using, such as social media, content marketing and SEO, as well as your online presence. For example, targets for a new businesses’ social media campaign may simply be awareness, identity-creation, subscriber growth and leads, whereas other campaigns may focus on watch rate (if video is incorporated), click-through rate and if there are various CTAs, conversion. Other goals include audience participation, adding value and business extension online.
Step 3: Choose Your Audience Wisely
Targeting follows targets, and this is arguably one of the most important steps. Before you create the collateral, the content and the creative, you need to define your audience. Who will likely engage with your digital marketing, and what are their demographics, their interests and their life stages? For example, an estate agents have a wide breath of audiences to choose from, from home buyers and sellers to those who have recently had a baby or lost a relative. Creating content centred around these topics will certainly garner engagement and luckily, tools such as Facebook Ad Manager allows you to target these people too. Without the correct targeting, your campaigns won’t reach the right people and your success will be considerably reduced.
You may find that a whole other audience engages with your campaign, allowing you to readjust your messaging to better cater to their needs.
Step 4: Establish KPIs
Key Performance Indicators (KPIs) are metrics that help you to monitor your campaign’s performance against the goals and targets you chose within your objectives.
These come in various forms:
- Search Engine Rankings: Measure your position before and after your campaigns.
- Website Traffic: Including Overall Visitors, New/Returning Visitors and Traffic Sources (e.g. organic, social, referral, organic search and mobile).
- Pages per Visit: Are people clicking around your website to find out more?
- Time Spent On Page: Provides insight into whether your content is generating engagement or not.
- Bounce Rates: Is the landing page your campaign connects to putting people off?
- Conversion Rates: How well is your content working? Which particular type is leading to subscribers, downloads, leads and/or sales?
- ROI: Is the money going out worth the money coming in? Is the content creating effective brand awareness and engagement?
When you’ve chosen your KPIs, you need to set targets for each of them. For example, ‘500 products sold by the end of the campaign’ or ‘Increase rankings for SEO agency Liverpool by 2 places’.
Step 5: Decide Which Analytics Platform(s) To Use
There are lots of great tools, applications and programs out there to help you measure campaign success, including:
- Google Analytics – Allows you to measure campaign performance as well as determine audience demographics, set up goals, see traffic flows and sources, as well as audience interests.
- Hubspot – Measures traffic, inbound marketing and lead generation.
- Moz – A great platform that combines social listening, social media, search and inbound marketing analytics.
- RavenTools – Shows you how to improve your rankings and track the results of PPC, social and email campaigns.
- Hootsuite – Allows you to measure social media growth, measure team performance and campaign success.
Step 6: Make Real Time Improvements
The best thing about measuring results is that you can make changes to your campaigns based on the insights from the data. For example, if your bounce rate is high, thoroughly go through the campaign’s landing page and consider whether the content is motivating enough or if the design could do with some improvement. If you know deep down that your website isn’t great, then you can’t expect visitors to think otherwise.
Are you looking to create your own campaign or wondering about how to measure its success? With services including SEO, PPC, Content Marketing and Social Media, our specialists will ensure you see value-driven results. Give us a call today on 0161 327 2635 to find out more.
Hannah is an imaginative Content & Marketing Manager, consistently crafting well-written work.
She loves watching comedies and is an avid photographer.