As more businesses are adopting the digital development of brands as well as industries. So they must find a way to measure such efforts. While many businesses have come to understand the most fundamental digital marketing solutions which are offered out there, a lot of them really do fall short of utilising such knowledge.
Yes, putting together a proper and multifaceted digital marketing strategy is a big part of the process of growing your online presence as well as building strong brand awareness. However, no strategy today is bulletproof. Digital marketing agencies know this better than most people.
If you would like to make a lasting impact through your digital advertising efforts, you are required to measure the success of your digital marketing strategy frequently, do cross-comparisons and come up with ways to tailor it to the particular needs of your market and niche.
Start With A Goal
Much of your digital marketing strategy is born from your goals. Goal setting makes sure that you have something you should be striving for. What’s more, it offers a guideline for the digital marketing metrics you’ll utilise in order to measure the success of one or more of your campaigns. You really aren’t able to measure success without goals!
That fact holds true no matter what you’re attempting to measure. From digital marketing success to personal financial success, without goals you are limited to two basic analyses:
“I seem to be making some progress.”
“This doesn’t look like it’s working.”
This is quite vague. Your goals need to be specific if you have any hope of your digital marketing campaigns showing any form of success.
Know Vanity Metrics
When you look at digital marketing metrics, it’s quite easy to become overwhelmed with all the numbers available to your business. However, before you begin measuring results in marketing, you need to know vanity metrics. Vanity metrics are those that look good but have no bearing on your business’s digital marketing success.
Essentially, these metrics don’t provide any indication that your marketing campaigns are succeeding. Some examples of vanity metrics include:
- Running total of customers
For instance, if you track your social media followers and find your Facebook page has 5000 followers, you may think it’s a sign of success with your social strategy. But are those 5000 followers engaging with your content? Are they buying your products?
Having followers doesn’t necessarily mean you’re achieving your goals, whether it’s earning leads or sales –– that’s why you want to avoid using these metrics to measure your overall success or returns.
Overall Website Traffic
What do most companies measure in order to evaluate the success of their websites? Traffic.
Your website is your home base as well as the face of your brand. Thus, all of your digital marketing efforts will likely concentrate on driving traffic there. Individual campaigns may concentrate on list building or increasing social media reach. However, the ultimate goal of that activity is to send more traffic to your site over time.
Owing to this, measuring website traffic metrics often will provide you with a number of insights such as which campaigns are working as well as when. If at any point you see a constant decline in traffic, while you’re still conducting consistent marketing efforts, think about troubleshooting your website. You could find broken links, a Google Algorithm penalty, or other technical issues deterring visitors.
Do you want to become an advanced digital marketer? If you do then you need to do our Advanced Digital Marketing Course. Follow this link to find out more.
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