How often are you tracking the success of your marketing campaigns or digital content? Do you have a sense of which channels are most effective and what pieces of content resonate with your audience?
Measuring the success (and failures) of your marketing campaigns is a crucial component in how we make decisions for future content, campaigns or business growth.
Understand the vocabulary
Before diving in, understand the terminology you’ll use when speaking to success or opportunities within your campaigns. Our “Online marketing measurement” post is a great starting point, as are the terms we’ve outlined in our “Marketing ROI tracker,” the latest in our #12monthsofmarketing program.
KPIs (key performance indicators) need to be identified before pulling or analyzing results. Success will look different for everyone. While one campaign may be centered around driving leads, another may be focused on engagement and email list sign-ups. Understanding the “what” that will define your success is an important part of the process before tracking begins.
Tools to use
Many of the channels you’re using to send out marketing messages have native metrics and reports that you can pull. Use native resources such as Facebook, Twitter and Google AdWords to pull reports based on periods of time and dig into the types of users, page visits, reach and conversions happening on these channels. Consider enlisting additional listening and reporting tools such as SproutSocial, Google Analytics, SEM Rush, Adobe Analaytics or even Moz Pro for SEO assistance. Look into the validity of installing conversion pixels such as Facebook Pixel or Google conversion tracking for your website, ads and even phone calls.
Speak to top results
What you gather in your reports should align with what you defined as success. The phase of your marketing campaign(s) or business will also play a role in what numbers you speak to during different times of the year. Make reporting a simple process that is easy to follow by your leadership team; they want metrics that mean something to the business. For example, from what you track each month, can you readily provide information for things like:
- % website visits increase over last month
- % new leads generated from ___ channel in ___ time
- % increase in traffic/leads/sales from paid search, email marketing, social media, etc.
- Top performing content (by topic, channel, etc.)
- Top performing channel (by lead, reach, etc.)
Preparation is key, which is why we’ve put together a 2-page guide to help you get started in setting up the right metrics tracking documents and dashboards to help guide your marketing success. Download the latest in our #12monthsofmarketing program to get your free “Marketing ROI tracker” guide which includes three sample templates for tracking metrics around your website, email marketing and paid digital campaigns.