In an age of the digital era, marketing has evolved to a range of mediums which now come with handy analytics, insights, and metrics. However, many businesses also feel overwhelmed by this deluge of digital data and unsure how to use them to measure or track marketing efforts efficiently.
Why Should You Track?
Before we look into ways that you can make use of your data, why should you be tracking your marketing? Here are the benefits of collecting and analysing your data:
- Providing insights as to what is working and what isn’t
- Helps you determine new trends
- Allows you to identify engaging content that draw in new customers
- Improve your marketing based on past results
- Setting more realistic expectations and goals for future campaigns
How Should You Track?
So, how should you go about tracking and measuring your marketing efforts? Do you find yourself staring blankly at the insights or analytics page with an overload of data and not sure what to look for?
Firstly, start with what your goals or objectives are. It can be as simple as the number of visitors to your website, or the amount of engagement on your social media posts. Other goals could include:
- Conversions by email or ads
- Number of views, comments, and shares
- Actions taken eg. Downloading an e‑book, signing up to a newsletter
- Number of URL clicks to your landing page
- Other Key Performance Indicators (KPIs) such as sales figures, bounce rates, and ROIs
Tips on Tracking
You can use more than one type of tracking for campaigns, and experiment with different kinds of tracking metrics you can use to see what makes sense.
For example, you may run a campaign on a new e‑book download. In this case, you can track the number of URL clicks to the landing page, the actual number of downloads, as well as where the clicks are coming from (email, social media, or website visitors). You can then further break down the data to different timeframes by daily, weekly or monthly, as well as by demographics.
As you can see, it doesn’t have to be over-complicated or costly, most of these analytics should come with your social media platforms and Google analytics without additional costs. The key is to have a clear objective and know what you are looking for specifically. The best thing is, you can play around with the metrics and learn as you go with trial and error.
Ultimately, you want to improve on your marketing and move forward with better results. The takeaway is to use the data to make changes with the customer in focus. For example, if you notice that most click-throughs are coming from Facebook, then perhaps you need to adjust your direct email message or homepage layout to make the download offer more prominent.
Marketing Health Check with Concept Designs & Marketing
If you feel that your marketing is not reaching its full potential but still unsure how to go about measuring your efforts, Concept Designs and Marketing can help. We offer a FREE marketing health check to see where you can improve, and help you draw out the most relevant and useful data to provide insights on what is or isn’t working.
Take our FREE audit online today: https://www.concept-designs.com.au/take-our-free-audit-today/
