Digital marketing measurement of your campaign efforts is really important. By constantly measuring results you can soon see where you are going right and where you are going wrong. Once you know this you can then adapt to improve your performance the following months to be more effective.
What You Will Need
To truly be effective in measuring performance, we would always recommend an inbound marketing automation system like Hubspot. It’s a great digital marketing measurement system that pulls together the digital marketing data that you need most from across various sources (social networks, website usage analytics, pay per click campaign data, email marketing analytics, etc.) and displays them in one dashboard. Hubspot also closes the loop between sales and marketing, which helps you understand your marketing activities actual return on investment.
If Hubspot isn’t for you then you will need to setup some great tracking in Google Analytics that not only gives you the normal Google site usage data but also event data.
If going the Google Analytics route you an then compile that data into Microsoft Excel or Google Sheets spreadsheet and use the available tools to translate numbers into graphs that help you visualise how well you are performing.
Goal And Progress Tracking
How Many Leads Do You Get
This helps you keep track of the number of leads your website generates each month or day. This you can then compare with how well you are doing in relation to your monthly, quarterly or yearly lead goal that you set. Creating a graph based on the number of leads you generate you can visually see how well you are doing or if you are falling behind.
Website Traffic Digital Marketing Measurement
This is similar to the above metric and you need to measure it if you are to understand whether or not what you are doing is generating enough traffic to meet your lead goal. If you are generating enough traffic but are not reaching your lead goal, then this may signify an issue with a site page or content relevancy or conversion process.
How Many Leads Become Clients
This you should aim to track as regularly as possible, at least on a monthly basis.
Tracking this will allow you to measure the quality of your leads. If you have a high ratio (60 leads out of 100 become clients), its a good sign that what you are doing is attracting great business opportunities. If you find that that ratio drops its more than likely that you are not attracting the right people, which you can then investigate why that might be the case.
How Effective Are Your Channels
Do you know if you are performing on better on Facebook than Linkedin or if your organic search results are generating better quality leads over your paid search campaign?… you should.
By looking at these channels individually, you can gain some very useful insights into which are working well for your business and whether or not you are resourcing each channel correctly.
Channel Close Rate
Every business needs to know what channels deliver high quality leads and clients. Linkedin could be your best volume-producing lead generation channel and Facebook produces lower amounts of clients.
Regardless of your channels lead volume, Facebook may be actually brining more clients to your business. This could be because the close rate of leads generated from Facebook is higher than leads generated via Linkedin and your Linkedin volume isn’t enough to make up the difference.
If you have a high close rate, it is generally a very strong indicator of the quality of leads that come from that channel. This helps you identify which channels you should be working hardest on.
Paid vs. Organic Lead Percentage
You Should group your channels into larger groups, such as “Paid” and “Organic”.
The “Paid” group includes leads that you receive through any digital marketing activities that you spent money on (Google Adwords or Linkedin advertising). Organic on the other hand is just the opposite, this will contain lead sources that you did not spend money on (blog articles, social media posts).
Tracking this information will help you:
- understand the effectiveness of your spend
- Set goals to decrease reliance on paid channels
- Make better spending and budget decisions
Measuring Content Effectiveness
Its important to know whether the content you are producing is effective and has great impact. It’s not always easy to do but you need to understand if the time and effort you are putting into creating content is worth it and if what you are doing you need to be able to change and adapt, in order to be more effective.
How Many Leads Does Each Content Offer Generate
Content offers are longer more in depth forms of content (and ebook for example). These are usually accessed by a visitor who sees value in the content that you are offering and they are happy to fill out a form on a landing page to get access to that content (turning a visitor into a lead).
The thing is its not easy to predict whether or not that offer is even worth creating if no one will ever see it. You really want to understand how well certain type of content offer may be received. The best way to do this is by tracking the number of people who fill out a similar content offer landing page form.
By comparing the amount of people who have filled out one particular type of content offer versus other types of content offer forms you can get an idea of how effective your new content offer could be.
How Many New Contacts Does A Landing Page Create
This digital marketing measurement metric helps you measure your new website visitors versus those who have previously filled out a form on a landing page. It will tell you the percentage of new visitors you are attracting to your business and will tell you if the content that you are creating is helping you attract high quality leads.
Are Your Calls To Actions Getting A Great Click Through Rate
Calls to action (CTA’s) are are what prompt your visitors to move from an initial piece of content to a landing page with a content offer. If you are able to measure the rate at which people visit a page and then click on the call to action you have placed on that page, you will have a better idea of how valuable that content is to your visitors.
By doing A/B split tests on your call to action you can further optimise to be more effective.
Which Keywords That You Use Drive The Best Traffic
Our last digital marketing measurement suggestion is, to track how well your relevant keywords are performing in search.This will tell you if the content that you are creating is having the impact that you want it to have.
Measuring this metric is not about how well you are ranking. Rather it evaluates the keyword performance based on the traffic that’s coming to your content via those keywords.
A high number of traffic generating keywords shows that you have been effective at creating good quality content, which has received a decent amount of links and shares. This means that the content will generally perform better in search engines.
By creating similar content you will perform better in search.
So now you know which digital marketing measurement metrics you should be tracking and why the results can be so important for the success of your campaign. Hopefully this has given you some initial direction on what you could be doing to measure how well your digital marketing is performing.Share This Post...