When it comes to marketing, your results are your goals, and the only way you can know if your chosen strategy is effective is to measure those results. Now, the exact results you measure will depend on what goals you have. Maybe you are looking for increased page views. Or perhaps your goal is to increase sales of a certain product. It could be that you want to increase your social media followers by a specific amount.
By measuring results, you learn what things you are doing that are highly effective, moderately effective, and not very effective at all. Once you know this, you can determine which aspects of your marketing strategy to double down on, which to improve, and which need to go. In essence, measuring your results allows you to fine tune your marketing strategy.
Of course, measuring results means looking at the right metrics. With so many aspects you can track and measure, which ones matter the most? While this will vary depending on your business, there are some general aspects you should track. To help you measure results that will improve your marketing strategy, keep your eye on the metrics below.
No matter the business you run, social media followers matter. The more followers you have, the more people you reach. Additionally, when potential followers find your page, they will be more likely to choose to like your page if you have a large community. In essence, it legitimizes you. You can use this metric to measure the effectiveness of your marketing plan based not on total followers but your increase in followers over a given period of time.
For most brands, the brand website is still very important. It might be your online store, your blog, or just a space where you promote yourself, your services, and your products. While people may be more inclined to visit social media pages than websites, this is still a metric you should measure. An increase in unique website visitors indicates that your marketing plan is doing well.
If your marketing plan is targeting something specific, chances are there will be a page or pages on your site that you would like to see receive more traffic than others. This may be an existing page or you may want to create it as part of the marketing plan. When it comes to metrics, you will want to look at how its page views change once the marketing plan is implemented.
Ultimately, people visiting your site or your social media pages means little if they are not interacting with you. You want comments, likes, and shares so you can comment back and get direct feedback on what is working and what isn’t. As such, a major metric to look at is how engaged your audience is. However, this is not as easily measured as the other metrics on this list. To help, you will want to use a tool that is specifically designed to measure engagement.
While there are other metrics you can look at, these four are some of the most important and most relevant across different businesses and niches. So to better evaluate your marketing plan, start measuring results today.