5 Ways to Measure Your Digital Marketing Efforts

5 Ways to Measure Your Digital Marketing Efforts

By: usmanraza5025
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Is your digital marketing strategy working for your startup — or just wasting time, money and resources?

Online networking, social connection, and amplified reality is the common thing in this new age and era of technology this is becoming more of our life and work than ever.

Our lives solely depend on it to transact, communicate, socialization and digital marketing. With these changes, it enables us to live in a less stressed environment and free from time overspending as well as the effort.  

Having said, digital marketing is an umbrella tenure for all of online marketing efforts and transactions.

All digital business leverages such as Google search, social media, email, and their websites are made an effective tool to connect with current and prospective customers.

According to the census conducted it was found out that most of the people spend twice as much time online as they used to 12 years ago.

And while we are exposed to online marketing, the way people shop and buy has changed, meaning offline marketing isn’t as effective as it used to be. Business system drastically changes and has evolved these days greatly.  

Any person can conduct electronic marketing online, from any website itself to any branding assets, through digital advertising, email publicizing, electronic brochures, and beyond creates a huge spectrum of tactics and assets that fall under the tenure and processes of digital marketing.

The best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.

The following digital assets and digital tactics are best used to reach digital goals.

Digital Assets:

  • Personal websites
  • Blog posts
  • Ebooks
  • Infographics
  • Interactive tools
  • Social media channels such as Facebook, LinkedIn, Twitter, Instagram
  • Earned online coverage (PR, social media, and reviews)
  • Online brochures and lookbooks
  • Branding assets (logos, fonts, etc.)

Digital Tactics:

  • Search Engine Optimization or known as SEO

The digital process of optimizing an individual website to ‘rank’ higher whenever a search has been done, the top result from search engine pages, therefore increasing the amount of organic traffic that your website receives.

  • Content Marketing

This the creation and setting the promotion of content assets to generate brand awareness, marketing traffic growth, lead generation, or customers.

  • Inbound Marketing

This type of marketing refers to a full-funnel approach to attracting, converting, closing, and delighting customers using online content.

  • Social Media Marketing

The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

  • Pay-Per-Click (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

  • Affiliate Marketing

A type of performance-based advertising where you receive a commission for promoting someone else’s products or services on your website.

  • Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ for example, Facebook advertising and Instagram advertising.

  • Marketing Automation

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

  • Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.

  • Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.

Enter digital marketing — in other words, any form of marketing that exists online.

The thing about digital marketing strategies is that every company has one, even if you’re not the one actively controlling it.

Even if you’ve never spent a minute on Facebook, Twitter, Pinterest or any other Web property, customer opinion is forming about your brand based on mentions of your company’s name by individual users — or by your obvious lack of participation.

Because your presence on different digital marketing properties matters more than ever, it’s a good idea to take time out of your schedule to regularly evaluate how well your strategy is performing. Here’s how to do it:

 

Step #1: Evaluate your digital marketing goals.

Before going gangbusters on a new digital strategy that will catapult your brand to new heights, your business goals need to be defined.

Consider what success means to your business:

  • Is it to raise awareness or increase revenues?
  • Is it to increase customer retention or acquire new customers?

Remember, measure your digital marketing strategy to ensure it’s aligned with your business goals.

The first step in any good digital marketing strategy evaluation is a thorough examination of the specific goals you’ve set for yourself in the past. (Obviously, if you haven’t yet created any goals, this is the first issue you’ll want to tackle!)

Digital marketing goals include items such as:

  • The number of social shares your blog posts receive
  • The size of your fan base on social networking websites
  • Mentions of your brand name on social media sites
  • The number of positive reviews left about your company on sites like Google Reviews and Yelp
  • Inbound website visitors from social networks
  • Total number of conversions resulting from social traffic

If you’ve previously set up goals, take the time to determine whether or not you’re hitting your target projections. Also, look to see if the goals you set in the past still make sense for your company based on its current performance. If necessary, revise your goals to accommodate new objectives or to account for changes in product/service offerings.

 

Step #2: Reexamine your target customer profiles.

In addition, it’s important to remember that any good digital marketing plan is founded on a series of well-constructed customer profiles that outline the specific types of people you’d like to reach through your campaigns.

So while you shouldn’t launch a new marketing campaign until you have some idea of your target customer’s demographics, interests and Web activities, you’ll also want to continually develop this profile based on your newest data.

As an example, if you set out to target young men on Facebook but find that Facebook Insights reports the majority of your “Likes” come from middle-aged women, you may need to reevaluate all elements of your marketing campaigns to account for this new customer data.

 

Step #3: Take a look at your digital presence.

As you reexamine the types of customers you target, you’ll also want to periodically assess whether or not you’re actively participating on the right digital properties.

For example, suppose you’re in an industry that targets young women, ages 18-26. If you launched your digital marketing campaign before the advent of the social networking darling, Pinterest, you could be missing out on a potentially tremendous source of traffic if you never took the time to determine whether or not you’re active on the right sites!

 

Step #4: Evaluate your messaging strategies.

Next, take a look at the specific types of messages you’re releasing as part of your digital marketing campaigns. Specifically, evaluate:

Which types of messages (i.e. ,text-based status updates, blog posts, videos, podcasts, etc.) are performing best with your audience?

Do the words you’ve chosen for various messaging pieces seem to resonate with your audience?

How frequently are your marketing materials being shared virally amongst users?

If your digital marketing message is in line with your customer’s expectations, you’ll see high levels of engagement with your branded materials, as well as a high number of social shares as people pass your content on to others. If you aren’t yet seeing these results, this could indicate a mismatch between your company’s messaging and your customers’ interests.

 

Step #5: Check your digital marketing ROI.

The last thing you’ll want to evaluate when it comes to assessing your digital marketing performance is your overall ROI. Now, calculating your exact returns can be difficult, but you’ll ultimately find that the data you’re able to produce are well worth your efforts.

 

To measure ROI, you’ll need to track two different variables:

The amount you’ve invested into your digital marketing campaigns (being sure to account for both financial investments and time expenditures), and

The financial benefit of any conversions you’re tracking.

For a rough idea of how this looks, imagine that your company has spent $500 on digital marketing materials and $500 in labor hours to promote them. Now, if you determine that inbound visitors from social networking websites have accounted for 10 sales at $20 each (for a gross profit of $200 total), you can see that you’ll want to scale back or realign your digital marketing efforts.

If, on the other hand, you see that visitors from one particular social media website have accounted for 80 percent of those sales, you may decide to refocus your efforts in order to concentrate on the traffic streams that have proven most valuable to your company’s bottom line.

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