Tracking performance data via analytics is an integral aspect of marketing campaigns, but most marketers in Singapore are not well versed in it, even underestimate 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 recognise 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 from 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/favourited and shared/retweeted.
Scenario #2: You need a bigger database
After having amassed a large following and established heavy traffic to your site, the next step would be to do something with these followers and viewers—by 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 optimise 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 low quality of the content, or the call-to-action is not strong or convincing enough? By identifying underperforming workflows and optimising them, you can help move more customers further down the funnel.
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