Metrics for Measuring Your Marketing Campaign’s Effectiveness
Any marketing campaign faces an uncertainty of its future success. What is the point of conversion for leads? How many people are engaging with your marketing campaign? What’s the biggest draw for viewers to your marketing campaign?
These questions need to be answered when measuring your marketing campaign’s effectiveness. These 10 metrics will help measure your next marketing campaign’s success.
Quality of your inbound marketing content
The shift into content-driven marketing campaigns places the quality of content as a premium metric to track. How informed are prospects before contacting you? Does your content both effectively inform and compel prospects to take action? High-quality inbound content can be best measured by how informed a prospect may be. An effectively informed prospect has less obstacles to overcome throughout the inbound sales process.
MarketingSherpa reports that 79% of marketing leads never convert into a sales lead. The difference in marketing and sales leads is how your inbound marketing strategy has attracted and properly informed the lead to engage with your brand. Lack of lead nurturing is the common cause of this poor performance. Tracking lead conversion is tracking all data throughout your sales conversion funnel, from first prospect to full-fledged client. Track the client’s tipping point from becoming a lead to being a converted client. Identify where lost leads choose to exit your sales funnel and why.
Unique visitors are the number of individuals who view your website during a given period of time, no matter how often they visit. As your marketing campaign unfolds, track the amount of unique visitors in direct relation to each step of your marketing campaign. Which steps generated the highest spike in unique visitors? Find out what made those steps so effective.
New vs. Returning Visitors
New content generates fresh interest. It can also generate increased interest in returning visitors to your site. Develop a system of tracking why returning visitors are taking the time to view your campaign a second time. Tracking returning visitors can be fuzzy at best, but one of the best ways to track returning visitors is asking converted clients how many times they visited your site throughout your marketing campaign.
Click-through Rate (CTR)
Your click-through rate (CTR) is the percentage of clicks viewers took when faced with your campaign marketing. For example, CTR can be measured by the amount of times visitors view a CTA button compared to how many times they actually click on the button. When it comes to your email marketing, Constant Contact has a great chart for tracking how your campaign matches up against the industry average for reader engagement. Advanced tip: use the Rich Media Gallery by Google to determine how your display advertising CTR compares to others in your industry.
Your bounce rate is the percentage of site viewers who choose to leave your site after viewing only one page. The lower the bounce rate, the more viewers are choosing to continue exploring your site. Mashable has a great post on how to lower your bounce rate.
How many pages is the average visitor viewing on your site? Which pages are the most popular? What is the average length of view for each visitor? The more pages are viewed, the better indication of your marketing campaign’s engagement level.
Search engine referral sources
What search engines and keywords are people using to lead them to your site? Google Analytics can provide you the search referral source information you need to track search engine origination.
Social media engagement
Are your social media networks providing great in-roads for marketing leads? Use Page Insights to track follower engagement on your Facebook page. Track mentions through your Twitter feed. Pay attention to marketing leads who specifically mention their origin was through your social media content and track the prospect’s previous engagement with your brand through the same network. Is there a pattern of inbound engagement that prepared them to convert with your current marketing campaign?
Word-of-mouth feedback is often overlooked and an important metric to track. Even though someone may not comment or share your content, they still may be affected by it. Some buying prospects choose to consume your marketing content without visibly communicating its affect on their buying status. A simple in-person comment or question is a positive experience.