It’s all the buzz, and anyone without one is a loser. But how do you know if the effort you’re putting into your digital marketing is paying off?
Where are the goal posts?
As with all achievements in life, from running a marathon to learning a new language, it’s crucial to have a clear vison of the goals you wish to accomplish. How will you know you’ve succeeded if you haven’t envisioned success.
The main marketing goals for 2016
According to a 2015 study by the Content Marketing Institute, these are the most common marketing goals in order of importance:
88% customer loyalty
87% brand awareness
69% lead generation
69% customer evangelism
So how do we measure marketing success?
Research indicates that 33% of B2B marketers and 41% of B2C marketers cite the inability to measure marketing success as a significant challenge.
Four of the most effective methods to measure marketing success include:
- Website traffic
There are a number website analytics software options available. However, for most businesses, Google Analytics is an excellent package because it provides a wealth of information at no cost. And just because it’s free doesn’t mean the information gathered isn’t valuable or comprehensive.
Audience overview shares critical information on the number of visitors, page views, pages per visit, visit duration, and bounce rate. These metrics provide a good summary of how your website is performing overall. To determine whether your inbound marketing program is effective, it is best to compare these numbers month on month to look for trends or changes in visitor behaviour.
Sources provides the details of how people are finding your website, giving internet marketers insight into which direction to grow the campaign.
Landing and exit pages lists where visitors are entering your site and where they’re exiting.
- Search Engine Optimisation
Google Analytics to the fore again! It is one of the best tools for measuring how organic search brings revenue and profit to the business. Universal analysis filters include:
Viewing only organic search traffic
The quality of SEO traffic
Assigning rand values to organic traffic
Identifying slow loading page times
Even creating your own SEO dashboard
- Time spent on site
Measuring time on a website can be hard. Every web analytics tool has issues in this department, Google Analytics included. That is not to imply it is not a good metric. For many types of businesses it can be a critical metric – but rather consult a website analyst who better understands how it is computed so that you can make more informed decisions.
- Inbound links
Quality inbound links are a significant component of web site marketing and search engine optimisation in order to increase traffic and online sales. Central to your SEO strategy is the ability to track links to your web pages. As luck would have it, there are a host of free and paid tools providing a comprehensive look at where your web pages stand.
And, of course, marketing success can be measured with more obvious metrics such as subscriber growth and sales.
Contact us to find out more.