To be an efficient and effective marketer, you need to track your marketing return on investment (ROI), meaning the time and money you spend on marketing efforts and whether they result in sales.
In this post I will outline some ways you can track your marketing efforts and if they’re paying off.
Resource: Content Calendar Planner
1. Set up Google Analytics
Google Analytics is easy to set up and provides lots of useful information about what people are doing on your website. Knowing this information can help you tell what content people like and don’t like. Do more of what people like, and see more leads/ purchases come through your page!
Google analytics also shows you:
- the demographics of your site users
- where users are coming to your site from
- where users go after being on your site
- how long users are on pages
- what links users click on
2. Know how your Ads are Converting
Through Google Analytics you can see where people are coming to your site from. If you see there are many views coming from a particular platform, put more money in the ad budget for the digital platforms preferred by your target audience.
If you’re running ads attached to a lead form, check what common questions they have and run Google Search Ads addressing those questions. Make sure to install conversion tracking with Google AdWords to let Google track your ROI for you!
3. Social Media Metrics
Tracking social media metrics (shares, likes, retweets, follows, and mentions) lets you know who is talking about you/ interested in your content. Knowing the types of people who are engaging with your social media accounts can be very useful information for your buyer personas. It is important to spend more time on content you know your audience likes and will result from them buying from you.
If you are making particularly time-intensive social media content that’s not resulting in many likes or click-throughs to your website, try another more popular type of content.
4. Track your Key Performance Indicators (KPIs)
KPIs are the metrics that tell you how your business is performing.
- For eCommerce businesses a major KPI would be purchases.
- If using Google Analytics a KPI could be how long people stay on your website, because the longer users are on your site the more likely they are to make a purchase.
- A social media KPI could be how many people commented on your post, since comments result in your post being shown to more people.
Tracking these metrics will let you know what part of your marketing strategy is improving your business’ chances of success.
5. Create Email-Gated Content
Creating content behind an email gate will let you know how many people are looking at your content. It also allows you to collect information from people on your site that can help you sell to them.
Webinars are a great example of lead generating content that is often behind an email wall. Evergreen webinars can be time-intensive projects but they can be high value to prospect customers if done well. If your email-gated webinars are generating a significant amount of traffic, you know you’re getting a good return on the time and effort you invested into making the webinar.