With the increase in the use of digital marketing worldwide, it’s safe to say, one must measure their marketing success and performance in order to stay on track with reaching their short and long-term goals. With the digital marketing strategies constantly on the move; some businesses fail to keep up to date with these changes and, as a result, measurement is often left behind.
If you’re a business who is struggling to catch up on the latest innovative techniques; you’re in luck. In this article, we will be discussing 5 main components you need in order to successfully measure your digital marketing campaigns.
- Identify and Set Your Business Objectives:
Before you get excited about how to catapult your brand to new heights, you need to sit down, brainstorm and get your business goals defined. Yes, you want more sales, but how are you going to get there? Think about more realistic goals that are achievable and can bring great benefits to your business in both the short and the long-term road; questions like what tools can I use to raise awareness or increase revenues is a great starting point. Make sure you measure your digital marketing strategy to ensure it’s aligned with your business goals.
- Describe Your Customer Segments:
The most important thing about a business is their customers. You are more successful when you can communicate, connect and build long-lasting relationships. So with your business in mind, understanding customers is certainly a success factor, right?To effectively target them in your digital campaigns this year, go an extra step to understand the segments within your customer base. While your customers are more likely diverse, it’s important to describe each segment so you can create digital content that resonates. Understanding your customers’ challenges is the first step in creating highly relevant communications that will help further your success.
- Understand Your Customer Journey:
When a consumer visits a store and/or calls in with a question; a good business finds out what brought them to you in the first place. It’s necessary to understand how each customer segment engages with you – how did they find you, through desktop or mobile device? Were they referred to from a friend or family member? Do they engage with your brand on social media? These are all types of questions you should have in mind when learning more about their journey – it will help you better measure your digital marketing efforts and what you can do to improve.
- Pick and Use a Good Analytic Platform:
As the digital marketing space is quickly evolving, so is the many ways to track it. Determine the best way to report your digital marketing campaign to your business stakeholders. Here are a few great and popular applications both paid and unpaid you could be using:Google Analytics: This is a great and free application provided by Google itself that allows you to track various information about traffic as well as grab SEO reports when you link Google Webmaster Tools into your account.HubSpot: This application lets you do various tasks, including enabling you to measure traffic and inbound marketing that is ideal for use for small businesses. HubSpot also provides an SEO tool that can be integrated into your content for easy monitoring and optimization.
HootSuite: This social media application is a fantastic way to provide you with good real-time social media performance.
- Establish Your Key Performance Indicators (KPI):
Before you dive into any kind of metrics; it’s important to establish Key Performance Indicators or KPI as your overall digital marketing performance gauge. Ask yourself what KPIs are needed in order to measure your customer’s interactions with your brand. Monitor and identify your performance with the help of these metrics. Below are some KPI that you can be used to determine your digital marketing campaign:
- Search Engine Rankings – improving your ranking on sites like Google can generate lots of traffic to your website, and traffic is where you can then earn leads and sales. Measure your rank and position before and after your digital marketing campaigns.
- Traffic – traffic is the number one source for any leads or sales. With that, it’s essential to determine how users are getting to your site in the first place. What keywords are they using? What sites are they coming from?
- Below are a few different traffic types:
- Overall Site Traffic – This is the baseline information of all visits to your website or landing page. Determine a baseline prior to adding new components to your marketing efforts – do you see an overall increase to the site during your campaign? Examining the lift in overall traffic to the website will help to give you a more complete picture beyond a click-through report.
- New vs. Returning Traffic – Depending on your specific goals, new and returning traffic is good information to track and will give your business importance, in other words, in what kind of traffic you want to increase in your campaigns.
- Mobile Traffic – with the increase in the use of mobile devices; it’s no secret more than half of the digital traffic online now comes from mobile devices and through mobile apps. Mobile traffic is something you want to pay attention to, understand and track how many users access your site via mobile devices each month. It’s necessary to also examine how long they stay on the site and how deep they go on a mobile device. Then once that is determined, compare those to your non-mobile traffic to determine if users are more or less engaged with your site on their mobile devices, and use that insight to enhance the experience for users.
- Traffic Sources – this gives you an overall great insight as to where your website visitors are coming from.
- Average Time Spent per Visit – How long are visitors staying on your site and which particular pages convert the most traffic? Assess the average time that users spend on the site to learn about how engaging they find your content. Obviously, the longer they stay and the more pages they view, the more likely they enjoy the content and the user experience on your site.
- Conversion Rates – Yes traffic is important, but you clearly are more interested in leads or sales, correct? Monitoring conversion rates of your campaigns will give you a good overview of your marketing efforts.
- Return on Investment (ROI) – like KPI, learning more about ROI is just as important too.