By Juliana Cunningham on Nov 17, 2021 2:00:00 PM
Tracking performance data via analytics is an integral aspect of marketing campaigns, but most marketers in Singapore are not well versed in it, even underestimating its importance. Testing and tracking can help marketers know where they have fallen short in their marketing strategies so they can improve on these areas, and maintain what they have been doing well.
With so many analytical measurements like traffic volume, lead conversion, email open rate, and click-through rate, social media reach etc., it can be daunting to understand what numbers are relevant to campaign performance.
After reading today's article, you will be know how to use analytics to identify the data you need to examine, based on several different scenarios that you may face.
Scenario #1: You need brand awareness
Analytics helps you to identify things like whether people recognize your company and its logo, what they know about your company, and what they think about when they hear your brand's name.
Look at traffic. Look at where your traffic is coming from to figure out which marketing channels are the most successful. This way, you can tailor your marketing efforts in the future to leverage the most effective marketing channels. Additionally, look at how much direct traffic goes to your website—this represents the people who already know about your company and are visiting as a result. Reviewing the changes in these metrics over time will give you an idea of your brand's presence.
Look at search engine rankings. As your company gains more awareness, important keywords will begin to have higher search engine rankings. If you're focused on branding, however, you should look for improvement in traffic that is driven by brand-specific terms in particular. Create your content around the keywords that you want to rank higher on search engines and drive greater volumes of traffic to your website.
Look at social media reach. The size of your following can be an indicator of brand awareness. Additionally, take a look at how engaged your following is; for example, how much your content is liked/favorited and shared/retweeted.
Scenario #2: You need a bigger database
After amassing a large following and establishing heavy traffic to your site, the next step would be to do something with these followers and viewers—converting them into opt-in leads. Database growth is important for good sales, so take a look at these metrics to help you grow it.
Look at blog visits. If your website traffic continues to grow each day, this could be a good indicator that your lead generation will also continue to grow. However, if it is starting to or has already begun to plateau, you'll need to take a look at your content and SEO, and how you can drive more traffic to your blog.
Look at social media reach. Similarly, your social media platforms are an opportunity for lead generation, and so if your social media reach has stagnated, it's unlikely that you'll get new leads anytime soon. To remedy this, consider starting new discussions on different channels, and try promoting your interesting content more frequently.
Look at landing page traffic and conversions. Check your landing page analytics to see if your site traffic is actually going to your landing pages since that is where leads are generated. Look at which channels are bringing you the most landing page traffic and further optimize those channels to bring even more traffic and henceforth, leads.
Scenario #3: You need more leads to convert to customers
Look at lead-to-customer conversion rates. Review your lead-nurturing processes, like which workflows have low engagement rates. Is it because of the content's low quality, or is the call-to-action not strong or convincing enough? By identifying underperforming workflows and optimizing them, you can help move more customers further down the funnel.
The efficiency of online advertising is a difficult idea to grasp. Paying attention to metrics has never been easier than it is now that we live in the data age.
Building a system that includes the most important digital marketing indicators cannot be accomplished in a week or even a month. It's a project that needs to be updated on a regular basis.
But don't get caught up in the math and endless testing; in the end, you only need one answer: what works and what doesn't. Although it is impossible to track the advertising effectiveness in terms of channels and messages, it is entirely possible to track the advertising effectiveness in terms of channels and messages.