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Measuring marketing success

Marketing Metrics ROI

Click the image for a printable PDF.

Connecting Marketing Metrics + Business Goals

 

Tying your marketing efforts to your business goals is a critical and often overlooked step in the creation of a marketing plan. Rather than creating exhaustive metrics reports on a monthly or quarterly basis to explain the value of your outreach, choose a few strategic measurements to track that you can more directly translate into success.

Just about everything you use for marketing from your website to social media has analytics behind it showing your performance. Without taking the time to step back and look at how you are doing, how will you improve your marketing? Marketing measurement is crucial when it comes to increasing your business performance.

Are you using analytics to your advantage?

Did you know that organizations that adhere to well-established marketing metrics are 3 times more likely to hit their goals than other organizations? As a marketing firm obsessed with numbers and analytics, we have found this to be true.

The key is to take a good look at your business goals and find the marketing metrics that align directly with those goals. From there, you can begin tracking what works for you when trying to achieve those goals and what does not.

Everything we do from social media to SEO is backed by the data we find from our analytics. There is nothing that is more objective than your analytics, which is why we recommend using every piece of information you can that will help you when creating your marketing strategy.

When you’re reporting your marketing and sales success to a manager or board of directors, you often may as well speak to them in a foreign language if you’re going to communicate your success in impressions or pageviews. Instead, speak to them about the return they’re getting for their investment (ROI) by matching your business goals to a few key measurements that are direct indicators of the success or failure of those goals.

In today’s blog, we have shared two potential guides that you can use to start your tracking process. One is a quick, high-level, printable guide you can keep handy at your desk. The second guide is a more in-depth look at some ways you can measure your social outreach and campaigns. These lists are far from exhaustive, but should help you begin to measure the ROI of your marketing efforts.

Business Goal Marketing Goal Notes
INCREASE PROSPECTS & LEADS
  • Traffic to website
  • Number of calls
  • Number of emails
  • Number of downloads & subscribes
  • Visits to contact page versus number that actually complete form
LEAD QUALITY
  • Lead score or B.A.N.T. evaluations
Prioritize lead follow-ups by:

Budget

Authority

Need

Time

LEAD CONVERSION
  • Increased conversion rates from qualified lead to opportunity
  • Overall decrease in sales cycle duration for qualified leads
Utilizing a CRM (Customer Relationship Manager) tool may help you more effectively measure improvements in lead conversion. May calculate by total number of leads minus conversions divided by 100.
SALES
  • Landing page for purchase conversion
Measure visits to a page that indicates successful conversion. Track this in Google Analytics’ “Goals” section.
BRAND AWARENESS
  • Social media impressions & reach
  • Social media engagement (virality due to likes, clicks, comments, shares)
  • PPC ad clicks
  • Increase searches
  • New direct traffic to website from word of mouth, advertising or PR (non-digital) interest
  • Number of inbound links coming into your website (people referencing your material as authoritative)
LIST BUILDING
  • Email subscriptions
  • Email performance (open rate, click-thru)
  • Blog subscribers
  • Website traffic
COST PER ACQUISITION TRACKING
  • Lifetime value of customer divided by cost to acquire them.
  • Cost Per Action
  • Cost Per Click
  • Website traffic compared to leads/completed contact forms
CUSTOMER RETENTION TRACKING
  • CRR Formula: Calculate by number of lost customers from original number of customers divided by original number of customers for the given period.
REFERRALS & REVIEWS Use a CRM to track the source of your incoming leads to know how many come from word of mouth referrals.
pogo sticking social media

Pogo-sticking: how to keep users on your site

So what is pogo-sticking and how does it affect your website? Pogo-sticking is when a user goes back and forth between search engine result pages and individual sites.  Basically, if a user is pogo-sticking, they are not getting the content they are searching for, which forces them to leave the destination site quickly and move back to the search results. If a user is pogo-sticking off your site, you’re getting clicks, but you are also getting a higher bounce rate. Search engines keep an eye on this type of activity, and if they find that users are continually disappointed in your site’s content, your website will fall in their search page results.

What causes pogo-sticking?

Pogo-sticking can happen when you choose to target too broad of a term. For example, if you are trying to sell someone a catering service in Denver, targeting “catering service” is far too broad. You might attract customers from outside your service area, which will result in them quickly leaving your site.

You might also be using misleading titles or descriptions. For example, if a user searches “Who should I vote for for president?” and they see a link that says “Who to vote for? Presidential Candidate Quiz” they expect to click through to a quiz. If the landing page is actually just an article explaining the candidates’ ideals versus the quiz the user was promised, the user will most likely leave the site immediately.

Another common cause has nothing to do with your content and everything to do with your load time. If the landing page is chocked-full of slow-loading elements and the user only sees a blank page or half-loaded items, they might get frustrated and impatient, causing them to give up on your site.

site speed on google analytics

How to prevent Pogo-sticking problems and keep users on your site

Get into the searcher’s head. When they search the term you are targeting, what are they looking for? What answers or solutions are they hoping to find? Then, ask yourself, does your landing page deliver? If the answer is no, it doesn’t necessarily mean you have bad content, you could simply be targeting the wrong terms.

It’s tempting to target broad terms due to the high search volume, but more traffic is not a good thing if they are leaping right back off your site. Consider using long tail search terms that are more specific to the product, service, or information you are actually offering.

Make sure your titles clearly communicate what the searcher can expect from the content if they decide to click through. Don’t rely on click-bait titles. Eye-catching titles are important to attract clicks, but high-quality sites only aim for clicks from users who will be satisfied with the content they find.

Identifying and fixing Pogo-sticking issues

Google analytics content breakdownPreventing pogo-sticking is easier than fixing it, but that doesn’t mean past content is hopeless. Take a look at your analytics and narrow in on any pages that have a high bounce rate and low session times. If you see a content page that gets a lot of traffic but very low session time (time the user spends on the page), you likely have a pogo-sticking problem. If users are not hanging out on your page long enough to actually read the content, they probably didn’t get what they were expecting when they clicked through. Re-evaluate these pages and consider using more specific search terms or changing the title to something more relevant to the actual content.

You should also consider the web page load time as well as how your site appears on different devices. Analytics will show you the bounce rate and session time specific to different browsers and operating systems. Take a look and see if any browsers or operating systems have higher bounce rates than others, then test your landing pages to see if you can identify any lag or compatibility issues.

Give the people what they want

When it comes to keeping users on your site, the number one thing you need to do is give the people what they ask for. Search engines aim to satisfy users on the first click, so if your page is showing up high in their results, they expect you to be able to answer the searcher’s query effectively. Deliver on that, and you’ll see a significant increase in time spent on your site and maintain your high ranking with the search engine.

Have questions about how to make your pages user-friendly? Contact us so we can help!