Only 30% of leading marketers feel that they are effective at digital marketing measurement
For many marketing professionals, the term “measurement” does not pulsate with happy feelings and positive thoughts. An important part to any effective digital campaign however is measurement and tracking. Do you know where your website traffic is coming from? Are those visitors engaged and purchasing your products or services? Digital marketing measurement provides that valuable data you need in order to make or save money for your organization.
Can digital marketing measurement be intimidating? Yes! Most definitely. But these steps can help smooth the mind, and clarify the key components to your online marketing metrics measurements.
The following are four key steps to get you started with developing your measurement plan:
1 – Set measurement goals that align with your organization’s business goals
Determine your goals, and make sure they align to the businesses goals. We want to make sure that the time and money you are investing in online marketing is having a positive impact for your business. If you start with the end goal of say revenue, work backwards to see where you should be starting. IE. Traffic > Leads > Revenue
2 – Establish baseline metrics
Your goals are setup. Lets see where you’re at now. Have a strong point to measure against. Measure the contents effectiveness and the ROI of your content marketing programs. Pretty much all analytics tools will allow you to go back in time to gather reports on how your traffic was doing in the past. IE. Average monthly organic traffic, non organic traffic, number of monthly leads by channel, total number of keywords ranking in the top 100. Compile your new metrics after 6 months of creating content and implementing your SEO best practices to match up against what you will do in the future to have a more accurate account.
3- Build an automated dashboard
Always be aware of how your website is performing. Take particular notice when good things happen and when the bad sneaks its way in. Action and solve any problems as they arise. Not at the end of the campaign. These digital marketing dashboards should provide a quick and easy way to view the performance of your website. Think of this as the “command centre” to your digital marketing measurement efforts.
4- Create monthly insight reports
Get ready to provide the answers to why something happened, and how you can take that insight, socialize it with the team, and make it work for you in the future. The digital dashboard provides the “what happened”, whereas the monthly insight report will provide the “why that happened.” IE. Were the keywords that drove more traffic branded or non-branded? What type of pages contributed to the increase in traffic? Blog posts, specific categories? Using this data will improve your website as a whole.
In Conclusion: The purpose of digital marketing measurement
The purpose of digital marketing measurement is to evaluate the overall performance of your online marketing and social marketing efforts. Making improvements, and measuring the effectiveness of your work. The above 4 steps outlined should give you a starting point and send you on your way to create a solid measurement strategy for your business. Allowing you to create a process that will allow you to measure and improve your digital marketing program.