When creating a marketing plan, one of the things you’ll want to know is how you are going to measure success. No one wants to pour money into a campaign and not know if it worked. But exactly what data is important to your marketing and what are some of the ways you can measure success? Here are some data points that should be important to your marketing efforts.
You’ve put a lot of time and effort into making a website, so you’ll want to know if it’s working well. By collecting data and comparing it to previous months and their performance, we can pinpoint where to adjust the site to either make it more user friendly, keep people on the site for longer, or attract new viewers. One of the main things you want to look at is the number of people who have viewed your site, and compare it to the number of new visits (meaning their IP address had not previously visited your site). If the number of new visitors is high, you’ve attracted a lot of new impressions for your business.
Another interesting thing to look at when viewing website metrics is your session duration, which shows how long people are on your site. Are they leaving as soon as they have your phone number or are they spending time reading the content on your site?
Website metrics can also show you how you are ranking on Google searches, which makes it easier for people to find you organically (searching themselves instead of clicking on a paid ad). The higher you rank for certain keywords, the better chance you have of people clicking on your site.
One of the best ways to get a lot of impressions is to use pay-per-click advertising such as Facebook Ads or Google AdWords. Effectiveness is mostly measured by the click-through rate (CTR). The CTR is the percentage of people who have seen the ad and clicked through it. This is usually less than 10% but when you are making thousands upon thousands of impressions, you are still gaining website traffic.
Once people are on your site, you want them to convert somehow. Whether this is purchasing a product or simply getting them to give you their email address, a conversion is a win for both your company and your marketing team. Conversions give you the ability to measure how successful the other pieces of the marketing plan are working together. Ideally more impressions should lead to more conversions, but if that isn’t being reflected we can adjust the plan to try to get the results we want.
Sometimes clients have specific goals in mind that we are able to capture data around. For example, if you are hoping to increase the number of people who subscribe to your monthly newsletter, you might want to know how many people have been added and unsubscribed to the list each month. Chances are if you have a goal, we can figure out a way to measure it.
At 434 we use a combination of all of these to help measure our client success. If something isn’t performing ideally, we’ll analyze how we can improve the performance and keep experimenting in an effort to get it right. We want you to succeed and to be able to measure that success.