HOW DO WE MEASURE THE SUCCESS OF OUR DIGITAL MARKETING CAMPAIGN?
How Do I Measure the Overall Effectiveness of My Campaign?
At first glance, it can be incredibly intimidating- the numbers, the metrics, how to use those numbers, it can be a lot. But once you get things figured out, you might even enjoy analyzing your campaigns!
So, how do I get started?
I’m glad you asked!
1. Set Business Objectives
Set your business objectives and get everyone in the organization involved with the campaign efforts. Common objectives include increasing brand awareness in a certain location, gaining more leads, or increasing product sales.
2. Goals and Targets
Establish targets for each objective. The goals should be realistic, achievable, and time-bound. Take into consideration all the activities, products, or services that are presented on your website when setting the goals.
3. Target the Right Audience
Determine the market segments you want to focus on during your campaigns. The segments can either be people or organizations you think can create quality engagements. You can use Facebook Insights or Google Analytics data to give you information on the best-performing segments of your social media audience. You can then utilize such data to streamline your campaigns to cater to their needs.
4. Establish Key Performance Indicators (KPI’s) Early
Establish key performance indicators such as site traffic, inbound links, bounce rates, conversions, unique visitors, and search engine rankings. Identify the promising indicators and set specific targets for each one of them.
KPIs can help professional marketers establish clear objectives when it comes to the campaigns and tactics, they implement for any given part of the digital marketing approaches they use, be that:
- Search Engine Optimization (SEO)
- Pay Per Click Advertising (PPC)
- Social Media Marketing
- Email Marketing, etc.
5. Measuring Marketing Actives
Choose and utilize a good analytic platform for monitoring and measuring marketing performance. You can use Google Analytics, HubSpot, Adobe Marketing Cloud, or any number of other analytics platforms.
But wait, what metrics should I track and where should I track them?
There are numerous platforms that make tracking your metrics, so it can be intimidating to choose and utilize a good analytic platform for monitoring and measuring marketing performance. You can use Google Analytics, HubSpot, Adobe Marketing Cloud, or any number of other analytics platforms – there is no “one size fits all” answer, so we recommend you shop around and find the platform you feel will work best for you and your business!
Once you get comfortable, the numbers won’t seem so intimidating. The numbers you want to watch are:
- Overall Website Traffic
- Traffic by Source
- New Visitors vs. Returning Visitors
- Average Session Duration
- Page Views
- Bounce Rate
- Conversion Rate
- Social Reach
- Social Engagement
- Click-Through Rate
- Cost Per Click
That’s okay! Give Woodchuck a call today! We’d be glad to help you navigate the in’s and out’s of digital marketing!
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The incredible thing about the internet is that we can work anywhere! Woodchuck Arts is geo-located in Newark, Ohio, Caledonia, MI and Toledo, OH. We serve clients from Seattle, Washington, to Washington D.C.
This content was originally published here.