Isn’t it great when you come up with a really fun, unique and clever marketing idea for your company? You generate the idea, plan the approach and implement the campaign. Job done! Right…?
Wrong. Every single marketing activity your company does needs to be measured and analysed in order to understand if it was as successful as you’d hoped it would be. If they’re not measured, you’ll never know which activities are working and which are not, and you could end up wasting a lot of time, energy and resources on marketing campaigns that just aren’t doing anything for your business.
In other words, you’d be a fool not to.
When putting your measurement plan in place, there are a few key things to consider first. You should start by deciding on how frequently you’ll collect your data, whether that be on a weekly, bi-weekly or monthly basis. You’ll also need to decide which key performance indicators (KPIs) you want to use to measure the effectiveness of your content and also who will be responsible for collecting and reporting this data.
In order to measure the success of your marketing campaigns properly, you need to keep in mind two very key points: what your goal is and how you define success. If you have not established the goal of your campaign and you don’t know what you consider to be a success and a failure, then even once you’ve gathered all the facts and figures together, they’re not going to tell you much.
If you only have one tool for measuring your marketing activities, make it Google Analytics. It’s a free piece of software that once installed on your website will enable you to analyse all sorts of important stuff, including the following:
- How your visitors find your website. This is critical for determining which of your efforts are paying off most. You will see if visitors are finding your site directly, via search engines, or through referrals from other websites and social media.
- The location of your visitors. This is particularly important if you’re targeting a specific audience.
- Technology. Knowing whether your visitors are using desktops, mobiles or tablets as well as which web browsers they favour, will allow you to understand how best to optimise your site to suit them.
- Keywords used in search engines to find your website. This is crucial for successful search engine optimisation (SEO). Knowing which keywords people are searching for to get to your site determines if you are on the right track.
Tracking Telephone Numbers
Another easy way to track your marketing activities is with telephone numbers. You may currently be using one universal phone number for potential customers to use to contact your business. However, by using a different phone number for each advertising campaign, website and business card allows you to measure the response of each one. There are services and tools you can use to show different phone numbers to people depending on how they found your company, as well as enabling you to track data based on how many calls are coming in from each different number.
Measuring your marketing activities doesn’t have to be an expensive and laborious task. Simply by implementing an analytics tool and regularly dedicating a small amount of time to reviewing it, you will be benefitting your company in the long run. By seeing which marketing activities are having a positive impact and which aren’t working so well leaves you free to decide how to act on the information.
You’d be a fool not to!