Measuring Success of Your Marketing Strategy
We have been talking about marketing strategy for the entire month. This was a conscious decision on our part to focus all our content development on a particular theme. Marketing Strategy. Why? Because that is a specialty of ours, and it is a highly searched term, one we would like to rank on. See the connection?
In February, we will move on to Website Strategy or Social Media Strategy.
I can tell from the analytics that marketing strategy isn’t the most popular topic. Our daily views of the blog are off by about half. But the fact that I can tell the popularity of a topic is relevant to our marketing strategy conversation.
Marketing isn’t an art anymore. Now it is a science.
The analytics available to us, as marketers, has never been more powerful. Your marketing strategy and your marketing tactics must be directly linked to your analytics. This empowers you to make changes, adjustments and tweaks to always be improving the performance of your marketing program.
ACTION ITEM – Get the analytics you need. Check out HubSpot. But there are a variety of other marketing analytical tools available to you. Even free tools like Google Analytics provide you some insight. There are a handful of key metrics you should be looking at.
Website traffic – this should be going up each month and you should be doing something to get that number up.
Leads – also known as conversion forms submitted on your website.
Conversion rate – website traffic divided by the number of leads, this should be going up month over month too.
Reach – followers, friends, connections, views on YouTube, and reviews. Your marketing should be actively encouraging and cross promoting these sources.
Subscribers – the number of people who actively request notification of new blog posts or request your regular email newsletter, this should also be going up each month.
Content – the number of offers available on your website, no risk, low risk or direct…the more offers the more leads.
Just start here, track these data points weekly, and review them monthly. Make changes monthly to drive performance.
To learn more about how to track the performance of your marketing program, consider attending our webinar, click here for more information.
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