So, you have a top-notch marketing plan for this year. It’s full of lead generation emails, videos (the “in” thing), digital ads, and content, content, and more content. You are psyched and can’t wait to release all of this marketing goodness because you just know that people are going to click and rush to your company’s website to buy your products, right?
Well, of course, some will. But how will you know if they’re buying because of what you’ve created or if they just happened to visit the website one day of their own accord and not because of that compelling content? Marketing metrics, my dear Watson. Read on to learn about the metrics you need to track (as well as the ones that your boss doesn’t really care about) along with how you should be tracking them.
In email marketing, you want to be able to report on the click-through rate (CTR); the conversion (how many people actually became a lead or registered on your site from that email); and the bounce rate. Does your boss really care where the call-to-action button was located that generated more leads? Probably not. What your boss wants to know is how many leads were generated from that email in the form of people who converted.
For your conversion rate, there’s a handy formula from Hubspot that will help you figure that out correctly. Take the number of people who became a lead from that email and divide it by the number of total emails that were delivered. Then, take that number and multiply it by 100. That will give you the percentage rate of conversion.
For example: 400 people filled out the registration page, so that 400 would be divided by the 100,000 emails that were delivered. That is 0.04. Then, you multiply that by 100, which gives you the 4% conversion rate for that email.
Social Media Marketing
When you’re creating social media posts, you will want to analyze how your posts performed (so important for determining ROI and the metrics of how many people liked each post), what people are searching for, and track certain keywords. Tracking this information will help you keep on top of industry trends and plan ahead for your own social media campaigns. You can also read this blog post to learn how to measure success in social media marketing.
Content downloads are a key metric when it comes to measuring the performance of a piece of content. However, you will also want to be able to track any leads that were generated from that content that contributed to ROI.
There are plenty of good tools out there that you can use for tracking, but without marketing expertise, you may not know how to use those tools for best effect. That’s where PartnerDemand comes in. Contact us to let us help you make your marketing count!