In today’s world, you absolutely cannot forgo tracking marketing metrics; it would be like starting a road trip with no destination or map to guide you. Marketing metrics act as your map for your marketing efforts. They show where you are in reaching your goals. So ask yourself this: where is my marketing headed to next? Marketing encompasses a variety of strategic areas, from social media and website to branding and public relations. Your strategy might be hitting all these areas, but are you tracking your efforts?
If not, you should be. Why? Marketing metrics are the proof that your marketing dollars are working for you. With so many numbers and key performance indicators (KPI) to analyze, it can be difficult to know where to begin. Here, we have laid out some key factors to consider when getting started with marketing metrics, so you can optimize your strategy.
WHY TRACK METRICS?
Metrics are so much more than a compilation of numbers. They are the evidence to show if the money you are spending on marketing is working effectively to help you reach your business goals. Should you be spending money in an area that is proving to be ineffective, metrics will show you and allow you to redirect your dollars and efforts in a better direction. Metrics also allow you to get creative and explore innovative tests to better reach your target audience.
WHAT METRICS SHOULD YOU TRACK?
Different metrics will matter based on your goals for your business. Metrics also vary depending on the tools you are using. For example, if you are using social media, email marketing, and SEO, each of these tools will require different metrics. You want to make sure people are seeing your content and using your website in ways that meet your goals, so pick tools that help you track them. For a list of starting metrics to track for each tool, check out our free guide to marketing metrics.
WHERE SHOULD YOU GATHER DATA?
A great place to start when gathering website metrics is Google Analytics. This tool will help you analyze a variety of metrics regarding your website and SEO, and because your website is the center of your online presence, this is a great place to start. Pro tip: Make sure you have a completed, up to date Google My Business profile so your customers can find you and see your up-to-date business information.
For social media and email marketing, consider HubSpot marketing software for your business to easily track metrics. Your social media platforms also offer a variety of free metric tracking tools to get your started. Instagram, Facebook, and Twitter all have “insights” you can view to gather metrics. Plenty of other programs exist to help you track your marketing efforts.
WHEN SHOULD I MEASURE METRICS?
A good rule of thumb is to pull marketing metrics each month. This allows you to analyze your data consistently throughout the year without large gaps or too small a timeframe. Consider pulling metrics at the same time each month and for the same time frame to avoid inconsistencies in your numbers. Keep in mind that you are free to experiment with your metrics all the time! It may take a few months to get into a routine and discover a rhythm that works for you, your business, and your business’s goals.
Gathering marketing metrics can be a daunting task but getting started is the hardest part. Once you’ve started, you will easily build momentum and keep going. So, what are you waiting for? Now is the time to get going on mapping out your marketing metrics and our team is ready to help you on your journey.
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