Digital Marketing Trends: Focusing On Your Numbers
Numbers are some of the most important things driving digital marketing trends, and you already know that you need to track your leads, your site traffic, and your sales. However, there are other areas where you should think in terms of numbers, too. These include your social media strategy and the total cost of effort spent on a campaign. When you attach specific numbers to these things, you can increase your efficiency overall and create a more targeted marketing plan. Following is a list of ways you can quantify your digital marketing strategy.
Create a set number of specific goals to work toward so that your marketing strategy isn’t overwhelming. “Increasing the company’s Facebook followers” isn’t a great goal, because it’s way too general and vague. Plus, not setting a concrete number gives you an excuse to settle for something that’s just good enough. “We only got three new followers this week? Well, that’s good enough.”
No—not good enough. How many followers do you want? What will you do to increase your follower number? If you clearly spell out what you want to accomplish, this can motivate you to action so that you don’t fall short of your target.
Learn What Your Efforts Cost
Think about the financial effects of your marketing efforts, such as how much time is being spent on building a campaign, and how much money you’re spending as a result. Learning this info can help you identify areas that you may be spending too much time and money on. You can then recalibrate your marketing approach so that you devote your attention to the right parts of the business.
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This kind of thinking is also helpful if there’s a specific part of your business that needs improvement. As Shane Atchinson, CEO of POSSIBLE writes, “If you want to increase the call volume to your sales team, you have to figure out on average what each additional call is worth. If you’re trying to drive people to your online store, you can determine how much the average visitor spends on your products.”
Use Key Performance Indicators (KPIs)
KPIs are the metrics used to determine how well the company is doing. One great tool for measuring performance is the customer survey; create one asking about your clients’ experiences and use that to see what percentage of respondents are happy with your service or product, as well as what you can do to improve. Of course, you can also do the same with your email marketing campaigns to paint a clearer picture of your consumer base. If you offer a discount or coupon, try tracking the number of people who download to get a sense of who’s where in your marketing funnel.
Compare and Contrast
The key to a business’ success is to continually review past performance. Seeing what impact past keywords have had on a campaign can help you tailor your approach for future ones. For example, let’s say you’re making less money on your current campaign than you did with the last one, and there’s a big difference between the revenue generated by each campaign’s keywords. Using this difference, you can set your goal for the future campaign: You know you need X amount of dollars to recreate the past campaign’s success.
Track Blog Analytics
This may be obvious, but it’s so important that it bears mentioning: Your content is another place to focus on for concrete numbers. See which posts are most popular, and compare your current traffic with last month’s number of visitors. Certain articles may do better for specific reasons, and if you take the time to parse those out, you can include them in future content marketing plans. What topics have interested your readers the most? How can you expand or improve on your most popular blog articles?
Focus on Quality, Too
While it is important to focus on numbers, however, it’s also important to focus on quality, as well. It may not matter much that your blog got 10,000 views when the bounce rate was 60%. Likewise, all those Twitter followers don’t amount to a lot if they’re not Tweeting at you or ReTweeting your content. Pay attention to your numbers, but also pay attention to qualitative data. When you take both of these things into account, you’ll have a much better understanding of how your digital marketing is doing.
Quantifying your marketing plan requires you to apply numbers in the less-than-obvious-places, even if that means nothing more than setting a certain number of (specific, actionable) goals that you want to accomplish. Of course, if you want to take things further, you can analyze every part of your marketing plan for quantifiable information or metrics. It may take a lot of work on the front end to identify these numbers, but the end result will be a much clearer system for tracking your progress.
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