Marketing Analytics What needs to Be Measured

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1 Marketing Analytics What needs to Be Measured A Xander Marketing Guide T: E: W:

2 Marketing Analytics What Needs to Be Measured Introduction Putting effort into marketing your business is a good first step on your road to success, but it s important to measure results. That way, you won t be throwing time and money into a marketing effort that s not offering a good return on investment, or isn t the right approach for your business or audience. Below, you ll find some of the ways to do marketing, and the ways to measure their success. Website Your website is probably your best marketing tool. It s your home on the web, and your place to show what you do. You can measure its success in the following ways: Number of Visitors/Unique Visitors You can measure your website s success by the number of people who make their way to your site. Unique visitors are the number of people who have visited your website. When you record visitors, you re recording new and returning individuals. Bounce Rate When someone visits your site, and leaves without viewing another page, they bounce. Your bounce rate shows how often (as a percentage) people leave your site on their entrance page. If it s low, you know that your pages are enticing people to look further. Time On Site Much like your bounce rate, a visitor s time on your site can tell you whether or not you re providing the information they need, and whether or not they want to learn more. Conversion Rates Conversion rates are an excellent way to determine the success of your website. What percentage of the people who visit your site end up purchasing from it, or paying for your service? Number of Leads Leads or enquiries are more prominent ins service businesses where people don t buy directly SEO from your website. Measure these by the number of site visitors who make contact, download free content or act to find out more. Keyword Rankings You can measure the success of your SEO by your keyword ranking where you appear in Google results for certain relevant phrases. Organic Traffic Organic visits come straight from a search engine. They re people who have searched for key words, and clicked through to your site from the results they re shown.

3 Organic Traffic minus Brand Names Some site visitors will be looking for you specifically, and will type your brand name into Google to find your site. It can also help to measure visitors who didn t have you in mind specifically, and found you as they searched. AdWords Increasing Click Through Rate (CTR) Your CTR shows how many people click your advert, as a ratio to the number of impressions (how many times it s shown). A high click-through rate is a sign that your advert is working for you. Decreasing Cost Per Click (CPC) You can save money on marketing by working to decrease your AdWords CPC. A high CTR can help you to reduce CPC. Conversion Rate Take some time to look into your AdWords conversion rates. Of the people who click through to your site, how many end up converting? Social Media Number of Followers The easiest way to determine social media success is to measure the number of people following your page or account, waiting to see what you have to say. Interaction Some people will follow your social media account and do very little other than watch what you post. Others will interact they ll retweet on Twitter, send messages or responses, will comment or like your statuses on Facebook or view, like and comment on YouTube videos. These are people actively involved in what you have to offer, but more importantly their interactions can help you earn more followers, reaching their audience and eventually their audience s audience. Marketing Open Rates You can measure the number of people who read your s to determine their audience. The more people who open your , the better. You don t want to send s to a database of 1,000, only to see that none are opened. Click-Through Rates Add a link to your message, and you can measure how many people actively make their way to your website based on what you ve written.

4 Size of Lists It s important to take note of the size of your list. How many addresses do you have? How many people will your reach? Remember, though don t forget that a quality list of 500 who regularly interact are more valuable than 5,000 who don t open your s. Unsubscribe Rate Make your s interesting, informative and relevant, and make them benefit their audience, and you ll keep a strong list of recipients. People will unsubscribe if they see no value in receiving your s. A high unsubscribe rate is a warning sign. Interaction and Replies You can measure how many people interact with your s, and how many reply or contact Blog you to find out more. Number of Subscribers People will subscribe to your blog if they feel it s interesting, informative, relevant or useful. Keep track of your subscribers to ensure you re providing posts that people want to read, and that will draw attention to you. Number of Comments People can interact with your site by leaving comments. Comment activity can show that visitors are reading what you have to say, and are taking time to think about it. Number of People Finding Your Blog People can find your blog using search engines. Long-tail searches might lead them to a PR specific, relevant post. See if your blog is offering information people want, by finding how many visit from a search. Amount of Coverage Successful PR can help your business appear in publications, both online and offline. Measure its success by your number of appearances, and remember that highly relevant publications are better than irrelevant ones.

5 Advertising Online Number of Clicks Measure how many people click through to your website using your adverts. Offline Offers or Landing Pages You can use offline advertising to direct customers to a specific, measurable landing page, or by asking them to use a certain offer code. It ll show you how many people have found you through offline advertising use different codes for each publication for a more detailed analysis. Direct Mail Number of Responses Gain an idea of the success of your direct mailings by the number of people who respond. PURLs You can use personalised URLS to direct people to a URL specifically for them. It ll allow you to measure how many people are coming from a specific source, and you can tailor the page content to a specific audience making it more relevant to them. Webinars Number of Attendees Registered If you re running a webinar, have people register their interest in advance. It ll give you an indication ahead of time that people want to hear what you have to say. Number of Actual Attendees As you run a webinar, you ll be able to see how many people make an effort to attend. This gives you an idea of your scope and coverage. Content Number of Downloads/Views Measure the number of people who view or download your content to get an idea of how many people have shown an interest. Number of Times Shared If your content is interesting, informative, fun or educational, give people the opportunity to share it on social media websites. The number of times something is shared can give an insight into its quality, and can help it to reach a much wider audience.

6 How to measure your reporting There are many tools you can use to measure the success of your marketing tactics. Be sure to add Google Analytics (with a tracking code for your website) to see important statistics about your visitor numbers, their locations, the hardware and software used to access your site, your bounce rate and the keywords people are using to find you. You can use marketing software with reporting options to see how many people are opening and interacting with your s, and you can use CRMs to manage your leads, follow them up and convert them successfully. You re also able to use social media monitoring tools, which will give you an insight into the number of interactions and the number of times your content is being shared on the web. Next steps with your social media Xander Marketing has worked with, looked after and implemented social media strategies for a number of businesses. It s this experience, and experience with social media marketing that makes Xander Marketing a great choice for businesses that value marketing but don t have the time, resource or knowhow to do it themselves. Visit our website for more information: Get in touch To get in touch to discuss Social Media marketing or any other marketing contact us: t: e: w:

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