One of the most common questions we are asked about our digital and social marketing efforts is “What digital marketing metrics can you provide to demonstrate success for the things you are doing for my company?” Sometimes it is worded as a challenge from prospective clients who don’t necessarily believe that digital marketing is worth adding to their marketing mix. Other times it comes from clients who have a hard time understanding how digital and social marketing can equate to sales and need numbers to support their investment. We appreciate their diligence, and we fully believe in the investment they are making, so we spend a lot of time analyzing page, post, tweet, and search metrics to provide them with the digital marketing metrics analytics they need for measuring digital campaign effectiveness. But I often wonder if they truly understand how those metrics can be used.
Digital marketing metrics tell us a lot about how our posts are performing. We can measure how many people visit our site and how many impressions in delivers. On social media we can see how many “friends” and “followers” we have and how that number is growing. We can see how many people like our posts and share them with friends, who liked and retweeted our tweets, or where we rank in search. And while that is GOOD information - nice to know – interesting to see – digital marketing metrics have much more depth than clients realize. If you truly understand what you are reading in a metrics report, you can translate the results into a road map of what to do next to improve your sales.
Let’s compare traditional and digital sales tactics: If you take a product on the road and no one buys it – you can assume the product is not a success. You can ask customers why they don’t like it, what would make it more appealing, or what makes your competitors products more superior or desirable. If your product sells in one region and not another, you can ask customers why and adjust your sales tactics. You don’t doubt this feedback – you received it firsthand from your sales team and prospective clients, so therefore you trust the results. The same principle applies to the sales research provided through digital marketing metrics. The information contained in those reports offers valuable marketing insight on regionality, engagement, conversion, campaign success – you just need to know how to read the reports and how to put that feedback into action.
For the next 4 weeks I will be addressing a marketing metrics list for 4 major digital platforms - Google Analytics, Facebook, Twitter, and LinkedIn, provide marketing metrics examples, how to read the data to gauge your digital and social media marketing success, and some simple steps you can follow to use this data to improve your marketing campaigns and ultimately drive sales. First up in our next blog – understanding the myriads of information available in Google Analytics
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.