Increase Your Marketing’s Success Rate; Start Measuring Your Campaign’s Effectiveness

There’s a great film out there called Any Given Sunday that is one of the greatest American sports films to date. It surrounds a fictional American Football Franchises of America Team that is struggling to have a successful season. In a game leading up to the playoffs he gives a speech about how football is ultimately a “game of inches” and how they must be willing to fight for each and every inch to move forward, because when you ad up all those inches it’s gonna make the difference between winning or losing. Digital marketing is the same way.

We’ve been blessed in this age to have tools to measure the effectiveness of digital marketing that we didn’t necessarily have in the age of magazines and billboards. Before with only print media, the number of impressions you made was the only metric that one could use to gauge how many people your message was reaching. Even so, how would you know whether or not someone was engaged by your ad in the bottom left corner on page 52 of the March issue of People magazine, and didn’t just pass right over it?

If you are a business owner engaged in digital marketing, which you should be, and are not making monthly reports/logs of your effectiveness via Google Analytics, Facebook Ad Insights, Bing Advertising, you are making a grave error.

Digital Marketing Best Practices in 2017

Hubspot is one of the largest authorities on digital marketing, sales, and lead generation right now, and they’ve collected an impressive number of statistics to belabor how important tracking digital marketing is. As per one of their stats, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. Below is a list of some key statistics.

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Lead Generation

If you want to figure out how to marginally increase your click through and conversion rates by tenths of a percent, heed the following statistics.

  • Marketers using automation software generate 2x the number of leads than those using blast email software and are perceived to be 2x more effective at communicating
  • 64% saw the benefits of using automation within the first 6 months of using it
  • Despite the above statistics only 60% of marketers use email blasts to stay in touch with customers and only 13% are using automation!


What is your company doing to ensure that you have a healthy mobile presence? Is your website optimized for mobile viewing? I only ask because:

  • Mobile commerce is 30% of all U.S. e-commerce
  • More Google searches are done on mobile devices than not
  • 2/3rds of emails are read on smartphones or tablets
  • 82% of Twitter users watch video content on twitter, and 90% do it on a mobile device
  • 80% of adults online are using a mobile device

and these stats are just the tip of the iceberg. If your website isn’t optimized for a mobile device, have no fear.

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How much video content does your business use to promote its products and services? On which platforms do you upload the content between Youtube, Facebook, Instagram, Twitter, Snapchat, etc?

  • Video ads have an average click through rate of 1.84%, the highest rate of all digital ad formats
  • 4x as many customers would rather watch a video about a product than read about it
  • Shoppers who view a video about a product are 1.81x more likely to buy a product than non-viewer
  • 43% of people want to see more video content from marketers

Remember that video marketing doesn’t have to be a full production! They can consist of 15-30 Facebook or Instagram videos! It just depends on where your market is and if you can effectively communicate your business in that span of time. What do you think of our video ad?

After implementing some of these new strategies, in addition to targeting, take the time as a business to do some A/B testing between ad campaigns and see how large of an impact implementing automation, focusing on mobile distribution, and developing video content can have on your marketing efforts. A recent study by WordStream shows us that a click-through rate of 0.9% to be a average with 0.47% to 1.61% being the range. A few years ago, Google considered 2-5% to be a good click-through rate, but it shows us how much time has changed. The changed could be attributed to the sheer larger volume of people consuming digital marketing vs. other platforms, the disillusionment with it, or marketer’s lack of innovation.

Average Click Through Rate (CTR) for Facebook Ads by Industry
Industry Average CTR
Apparel 1.24%
Auto 0.80%
B2B 0.78%
Beauty 1.16%
Consumer Services 0.62%
Education 0.73%
Employment & Job Training 0.47%
Finance & Insurance 0.56%
Fitness 1.01%
Home Improvement 0.70%
Healthcare 0.83%
Industrial Services 0.71%
Legal 1.61%
Real Estate 0.99%
Retail 1.59%
Technology 1.04%
Travel & Hospitality 0.90%

Do any of these numbers match up with the ones for your related industry? The amount of data that there is to study digital marketing can definitely seem overwhelming, but if you are afraid of the undertaking of such a study, don’t be afraid to partner with a digital marketing specialist and figure out what these numbers mean for you. Make sure your business stays ahead of the curve. Ignorance of these statistics has proven fatal to many; so don’t let yours be one of them!

In conclusion, marketing automation in lead generation, targeting mobile platforms with digital ad content, and relying heavily on the medium of video for marketing material are just a few of the minor things you can utilize to exponentially increase the success of your digital marketing campaigns. There are plenty of other ways to improve them as well, so do some A/B testing, take note of which strategies are right for your business, and employ them because compounding all of the minor changes and strategies to your campaign can have a great effect.