Prior to any online marketing initiative it’s important to establish the criteria by which you measure success or else it’s just down to gut feeling. Identifying KPI’s (Key Performance Indicators) upfront will provide a guide to campaign performance but they always need to be measurable. In fact the preferred option is to follow the SMART concept of Specific, Measurable, Achievable, Relevant, Timed/Targeted objectives.
From a sales and marketing perspective KPI’s are normally based on measurements such as the number of ebooks downloaded, the number of new customers acquired or the revenue attributable to each campaign etc.
Your online analytics package e.g. Google Analytics will provide the data to help measure your KPI’s. Most Google Analytics users only pay attention to the top level measurements such as the number of visitors to the site per month but digging deeper provides a great deal of useful information such as the top landing pages, referring sites including social media platforms, number of visits to your site via a mobile device and average session duration. Knowing what’s working and what isn’t will help guide your efforts.
Key points to note include:
- If you’re running a PPC campaign link your Google Analytics and Google AdWords account in order to see PPC details in Analytics. This can be very useful when looking under Multi-Channel Funnel, top conversion paths within the Conversions section, this shows the different actions that contributed towards a conversion.
- Make sure you add tracking code where necessary to any links on your email marketing content. Many ESP’s do this for you but if you need to do it yourself use the Google URL builder tool.
- If you have video uploaded to YouTube you can link your YouTube account with Google Analytics.
- You can get your Google Analytics reports emailed directly to your PC on a daily, weekly, monthly or quarterly basis.
- Free social media monitoring tools such as social mention can provide an indication of activity across social networks.
Key tip: Don’t just measure for measurements sake. Determine the purpose of your content upfront and use the appropriate platforms/packages to measure the interaction relevant to your goals and objectives.
For a more detailed explanation of how to get more from your marketing activities, read the ebook: 6 Stages To Inbound Marketing Success.
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