BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
For many companies, the huge strides that they are making in their marketing can’t even be truly evaluated because they aren’t being measured. So often businesses are investing significant time and money into marketing themselves to their target audience but they aren’t taking the time to evaluate the metrics related to those efforts. So how can one understand their ROI?
Don’t waste your valuable time and money marketing to an audience that isn’t receptive to you, or seeking out clients through a platform when they aren’t interacting with you there. If your efforts aren’t making an impact, it’s time to change them.
Measuring the Effectiveness of Your Marketing
Search engine traffic – When looking at your website’s analytics, pay close attention to the traffic that comes directly from search engines. This will give you a lot of insight into your efforts around search engine optimization. If you’re focusing on SEO in your web copy or blogs, traffic directly from search engines like Bing and Google can tell you if your efforts are paying off.
Social sharing – Part of creating great content is being sure that it’s valuable to your audience. And if your target audience finds your content valuable, it’s likely they’re sharing it with others on their social media platforms. Add “share” buttons to all your online content and track how often your audience is sharing it. This will give insight into how much your audience is enjoying your content so much that they want their own audience to see it.
Commenting – Is your content engaging? Does it offer a call-to-action? Is your audience encouraged to comment on it? The number of comments on your content either on your website or through social media can tell you a lot about how engaging it is – assuming most of the comments are positives ones. If you find that your content is stirring up controversy, in a bad way, it may be a sign that it’s a little too opinionated for your audience.
Bounce Rate/Time Spent – How much time are users spending on your website? Are they clicking onto it and immediately off? Your web analytics through a service like Google Analytics can tell you exactly how valuable your web content is for your audience. And the more time prospects are spending on your website, the more likely they are to be benefitting from your content and therefore more likely to work with you.
Opt-Ins – If you’ve set up a sales funnel or any kind of e-mail opt-in for your marketing content, this is a great indicator of your marketing being right on the money. If you’ve provided a piece of free content in exchange for an e-mail opt-in, a long list of prospects wanting your free piece of content is a great indicator of you truly understanding your client’s needs.
Creating your marketing content is only half the battle because you truly have to analyze its effectiveness as well. As a busy CRE professional the last thing you want to do is spin your wheels working on marketing projects that aren’t offering any kind of return on your investment.
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS