Measuring Your Digital Marketing Campaign
With every digital marketing campaign your business initiates, there must be a goal (or goals) and objectives. In that vein, there must also be a way to measure whether or not that goal (or goals) and objectives were achieved. This was one of the many topics covered by Mr. Rasheed Girvan, Digital Manager, and Google Certified Expert, at our free digital marketing conference.
Mr. Girvan covered the ways to measure the success or failure of any digital marketing campaign, as well as the performance of your business website. In both cases, the key is to know and understand the various metrics that are relevant.
In terms of the success or failure of your digital campaigns, while there are many metrics you can measure, Mr. Girvan summed them up with four key ones. That is, reach, engagement, leads, and conversions.
Ready to get started with your digital campaign or need help with a current campaign? Yello can help.
Reach essentially refers to how far your message travelled. That is, how many people potentially saw your messages? Engagement, as the name suggests, essentially measures how engaged users were with your campaign. If your digital campaign included blog posts, engagement would include how many comments the posts received, how many likes, etc. Leads refer to the number of people who show interest in your product or service. A key way to measure this during a digital marketing campaign is to include a Call To Action link and/or lead forms in your content. If someone fills out these forms, they automatically become a lead. Finally, and perhaps the most important metric is conversion. That is, how many people did you convert into a customer through your campaign.
Clearly defining these four metrics specific to your company goals and objectives at the start of any digital marketing campaign will help guide your various strategy and tactics and help ensure success for your campaign.
Regarding the performance of your business website, Mr. Girvan stressed that the key was in understanding who was coming to your website (i.e. what specific audience is your business attracting) and what they did while at your website. That is, what pages did visitors spend the most time on, how long did they stay on your website (i.e. the bounce rate), how did they come to website (i.e. was it a direct link or where they linked from another website), etc.? Knowing and understanding these key facts will help you better understand what is and isn’t appealing to your audience and by that token, working or not working for your business.
Yello has years of successfully executing digital campaigns for customers across our numerous markets. Let us help you deliver your next winning campaign.