Digital marketing is one of the most complex and difficult arenas to measure success. There are so many different channels and ways that you can interact with customers – it’s often hard to know where to start.
In this guide, we will explore how to monitor your digital marketing campaign and analyse what works and what doesn’t. By understanding which channels produce results and adjusting your strategy accordingly, you can ensure that your investment in digital marketing pays off.
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Define what digital marketing success means to you
Before you can start measuring success, you need to define what it means to you. What are your goals and objectives? What would constitute a successful campaign? By setting clear targets from the outset, you will be able to measure whether or not your campaign has been successful. Some common goals for digital marketing campaigns include:
- Generating leads
- Increasing brand awareness
- Boosting website traffic
- Engaging with customers
- Improving conversion rates
Choose your digital marketing platforms wisely
There are a multitude of different digital marketing platforms available, each with their own strengths and weaknesses. It’s important that you choose the right mix of platforms for your business, based on your goals and objectives. Some common digital marketing platforms include:
- Search engine optimization (SEO): Choose SEO if the keywords that you want to rank for are low competition and you have the time and resources to invest in a long-term SEO strategy
- Google Ads: Choose Google Ads if you want to see results quickly and don’t mind paying for them. You can control your budget and target customers based on location, time of day, and other factors.
- Social media: Choose social media if you want to build relationships with customers and create a community around your brand.
Choose the right metrics to track
Once you know what you want to achieve, you need to choose the right metrics to track. There are a huge range of metrics that you could track, but it’s important to focus on the ones that are most relevant to your goals. Some common metrics used in digital marketing include:
- Website traffic: The number of visitors to your website.
- Engagement: The number of people interacting with your content, such as likes, shares and comments.
- Conversion rate: The percentage of people who take a desired action, such as making a purchase or signing up for a newsletter.
- Lead generation: The number of leads generated by your campaign.
- Brand awareness: The number of people who are exposed to your brand.
Set up tracking tools and analyse results
There are a number of different tools that you can use to track your digital marketing campaign. Google Analytics is a free tool that provides detailed insights into website traffic and engagement. Social media platforms also offer their own built-in analytics, which can be used to track interactions and engagement. Once you have set up tracking tools, you need to analyse the results to see what is working and what isn’t. Look at the metrics you defined in step two and compare the results against your goals. This will give you a good idea of where you need to make changes to your campaign.
Adjust your strategy based on results
Once you have analysed the results of your campaign, you need to adjust your strategy based on what you’ve learned. If certain channels are not performing as well as you’d like, consider cutting back on your investment in those channels. Alternatively, if there are particular areas that are doing well, you may want to invest more in those areas. By constantly monitoring and adjusting your campaign, you can ensure that you are getting the best possible results from your digital marketing efforts.
Celebrate your successes!
Finally, don’t forget to celebrate your successes! When you achieve your goals, take a moment to pat yourself on the back and enjoy the fruits of your labour. A successful digital marketing campaign can be a great boost to your business, so make sure to savour the moments when things go right.