In the old days, being “online” meant you were connected to the internet. Now, being “online” can mean having a digital footprint across every social media channel and being found whenever someone searches for your product or service. While there are many advantages to being “online,” it also means you are open to the world and anyone can reach you. If you’re not prepared to handle the increased exposure, the ease of connection and the 24/7 accessibility that comes with being online, then perhaps you should find a way to get offline.
As an online marketer, you might find yourself wondering…
How Do I Measure The Success Of My Marketing Campaigns?
The first step to measuring the success of your marketing efforts is to set up proper metrics. There are three basic measurements you should track and report on regularly:
Knowing your target audience’s demographics is fundamental to knowing how and when to reach them with your messaging. Without knowing this, you will not be able to craft an effective campaign. Fortunately, there are lots of tools that can help you get this information.
Google Analytics is one of the most popular and fully integrated tools in the industry. It provides you with all the demographics and other data about your website’s visitors. Not only that, but it also provides you with lots of insightful information about your target audience’s habits and behaviors. For example, did they spend more time on your Instagram posts or your Facebook page? What browser did they use to access your website?
Whatever your answers might be, you can track them in Analytics and use the information to determine the right approach for your next campaign.
When you have a clear idea of your target audience’s demographics, you can determine the kind of content and messaging they are likely to engage with. You should also track the actions (or inactions) of your audience on your website or social media accounts. This includes things like the purchase of a product or service, a download, a tweet, a like, etc.
You can use tools like Google Analytics to track all the traffic coming to your site, as well as the actions of those individuals once they are there. Knowing what actions your audience takes means you can determine what content or approach yielded the best results. This is important because it tells you how to continually improve your campaigns moving forward.
This is simply referring to the actions that took your audience from a random visitor to a returning customer or purchaser. You can use conversion rate optimization (CRO) tools to track the actions of your website visitors and determine the best approach for getting them to take the action you desire (e.g. making a purchase, signing up for a mailing list, etc.).
The above three measurements will give you a good idea of the performance of your online marketing efforts. By comparing these numbers to past performance, you can determine whether or not you’re making the right investments in digital marketing.
If you decide that you’re not seeing the results you want, you should explore the following areas before making any major changes:
The ROI of my Digital Marketing Budget
What is the return on investment (ROI) of your digital marketing budget? This refers to the amount of money you’ve spent on advertising and the resulting profit (or loss). When it comes down to deciding whether or not to adopt a new marketing strategy, it’s crucial to determine whether or not the return on your investment (ROI) is positive or negative. If you can’t answer this question easily, you’re probably better off avoiding the digital marketing strategy altogether.
My Website and Online Store Are Functioning At Their Best
Is your website functioning at its best? If you’re asking this question, you’re probably wondering whether or not the content you’ve posted is bringing in the views and sales you’re looking for. The short answer is yes, but it also depends on your target audience. If you’re not sure, it’s a good idea to track the performance of your online store over the past six months to a year (or the duration of your SEO campaign, if you’ve done any).
There are lots of metrics you can use to track the performance of your website. For example, you can examine the amount of traffic you’re getting to different parts of the site, the bounce rate, the average time users are spending on your site, etc.
Am I reaching my Audience?
Do you feel like you’re reaching your audience with your campaigns? If you’re not sure whether or not your target audience is engaging with your messages, it’s a good idea to examine the demographics and psychographics of your audience. You can also ask other industry experts or individuals who know your audience well to give you an opinion. Ultimately, this will help you determine whether or not your marketing efforts are resulting in the outcomes you desire.
Am I Generating Enough Leads To Make Money?
This question might come up if you’re wondering whether or not you should be investing in paid ads on social media platforms or creating content to attract potential customers. In order to generate enough leads to make an effective investment in paid ads, you’ll need to determine how much you’re spending on average each month (or each week).
In addition to this, you should also examine your conversion rate (the percentage of people who visit your website or come back after viewing an online store to make a purchase). Lots of smaller companies are able to sustain themselves with very little sales, which means they’re not generating enough leads to make it worth the investment. However, if you’re seeing a higher conversion rate than you’ve seen in the past, it’s usually a good indication that your paid ads are working and that there’s plenty of demand for your product or service.
If you’ve been searching for an answer to these questions and feel like you’ve hit a brick wall, this article is for you. Hopefully, it will provide you with enough information to get you going in the right direction.
Thanks for reading! I’d love to hear your thoughts on this topic in the comments below. If you’ve been wondering whether or not to invest in digital marketing, I’d also love to hear about your research process and the results of your studies.