You’ve invested in a digital marketing campaign. Maybe you hired an SEO company and bought banner ads on a media site. Maybe you geo-targeted a vertical market audience and sent an e-mail blast. Or, perhaps you added video to your website. Whatever you did, you know it is important to measure your digital marketing and want to know how it worked. Here are a few things you should look for:
- Visits – has the number of unique visits to your home page or ad landing page increased measurably since the beginning of your campaign? Are the visits consistent, or up and down? Can any fluctuation be explained by your potential customers’ work habits, shopping habits, the day of the week, or anything else that might help you to target them at the best times?
- Click-through rate (CTR) – how many people have clicked through to the product page or information page? Is this an increase or decrease from pre-campaign numbers? If you are doing an e-mail blast through any of the top e-mail services, you can see who actually opened your e-mail, where they clicked to within it and (in conjunction with Google Analytics) how long they spent on the page. Use this information to mine some warm and hot prospects.
- Landing page visits –If you want to see the results of a specific advertisement, you can develop a landing page specifically for that ad. It’s a good way to see specifically what ad copy and calls to action are working, so you can make modifications to those that aren’t.
- Impressions – the number of people reached by your ads
Decide on reasonable goals before the program starts, so that you have a good barometer. Then, use the results to hone your campaign even further. Be sure to follow up and convert these leads to sales.