The key to any successful marketing strategy is to measure the results of a campaign to identify trends and improve ROI. It is important to start by setting measurable goals that hold teams accountable for meeting objectives and understanding the significance behind the data.
By creating a process structure that carefully monitors data, brands can adjust campaigns based on obstacles and opportunities discovered through analysis and improve conversion rates.
Below are some of the key metrics your brand should be monitoring to ensure it delivers an experience that engages users and drives ROI.
1. Unique Website Visitors
Analyzing total traffic to your website gives marketers an understanding of overall digital reach and the effectiveness of campaigns. Swings in visitors can uncover issues with SEO, campaign targeting, content reach, and social engagement.
Analyze this data early and often within your analytics platform to avoid missing issues that can grow into big problems if left unattended.
2. Top Website Content
Understand what content pulls in traffic to establish the interests and behaviors of your target audience segments. Identify trends in content topics and mediums across different channels such as your blog and different social media platforms to segment your content to match customer demand.
Related Article: Don't Guess What's Best: Why You Should Be A/B Testing
3. Top Landing Pages
Analyze your top landing pages to understand where users come into your website. Often this will be the homepage, designated landing pages from campaigns, or content from your blog, but depending on your indexing in search and promotional efforts you may see a variety of interior pages driving traffic that you were not aware of.
Ensure that all landing pages provide a quality user experience as it will be a first, and perhaps only, chance to get users to convert. Every landing page should include strong calls to action that drive users to interact and explore more of your website.
4. Referral Sources
See what external sources drive traffic to your website by monitoring analytics. Referral traffic can provide an understanding of audience segmentation from different sources and identify what marketing efforts offer the most user engagement. Increase syndication and promotion to sources driving referral traffic to boost customer acquisition.
5. Bounce Rates
Bounce rates indicate that users have entered your website on a page and left without clicking on additional pages within your site. High bounce rates may signify that content on a page is not captivating to users or lacks a strong call to action to encourage engagement.
However, this may not be the case for all pages and content such as blogs are often intended to encourage a single interaction. Analyze what types of pages are producing high bounce rates and adjust content accordingly to increase user interaction.
6. Social Fan Growth
Monitor your fan growth on social channels to identify which platforms offer the best engagement opportunities for your brand. Track ad performance to discover what ad copy and imagery drives the most fans to like your page. If you run contests and promotions, track metrics to establish the ROI of your campaign dollars.
7. Social Media Post Performance
Understand what audience segments are most engaged and what content drives users to share and interact. Develop content that speaks to the unique needs of each segment and track performance across all social channels to create effective social strategies.
8. Website Errors (Google Webmaster)
Google Webmaster Tools can offer a wealth of knowledge about the behind-the-scenes features of your website. Track website errors to improve your website experience for users.
Ensure that your website is optimized to increase the visibility of your content in organic search and drive traffic to your website.
9. Qualified Leads From Marketing
The best way to track the ROI of specific marketing efforts is to track leads from individual campaigns and understand what helped them convert. Measuring conversion rates helps understand how resources are being used and the success of a campaign.
By identifying what marketing efforts help bring in a lead, your team can adjust resources to create more content that drives users to take action and eliminate those with poor ROI. Measuring leads by individual campaigns also helps hold teams accountable for growing business opportunities.
10. Cost Per Lead
Your business should know how many marketing dollars it takes to pull in a lead to stay profitable. By understanding your brand’s marketing costs, you can make more educated decisions that effectively leverage resources. Additionally, your team should track what percentages of leads tend to close and what marketing collateral helps facilitate those deals.
By keeping a close eye on your data and analyzing trends discovered from analytics you can uncover the obstacles and opportunities faced by your brand. Leverage this information to construct marketing strategies that keep users engaged and increase conversions.