How do you measure the success of a digital marketing campaign?

By 14th November 2018Branding

It is not enough to put together a brilliant digital marketing campaign and have it up and running; you also need to be able to measure its success. Using marketing analytics is an essential element of the process and if you don’t apply them you will have no idea of the campaign’s strengths and weaknesses. Analytics help you establish where you are making progress towards your marketing goals and indicate where adjustments are needed.

But what are the specific elements of the digital marketing campaign that you should be looking at? Here are some of the most basic ones that need analysis.


Website traffic

You have a fantastic website design, but who is visiting it? Website traffic is one of the most telling metrics in regards to the success of your marketing campaign. By analysing your website traffic, you will be able to see where your visitors are coming from, which pages your visitors view the most, and how many unique visitors your site receives. It is also important to look at how much referral traffic you’re receiving, and how long visitors are staying on your site. Understanding how visitors find your website and behave when they are there, allows you to develop a more targeted campaign for the future.


Popular blog posts

A successful blog that attracts repeat readers is an indicator that you are providing great content as part of your digital marketing strategy; content that people actually want to read. But, not all blogs are equal, and it’s important to identify those blogs that are performing particularly well, because those are the ones that are driving traffic to your site. What you need to do is consistently monitor individual blog post views, blog traffic and referral sources, plus call to action (CTA) performance, leads generated from your blog, and visitor to lead conversion rates.


Focus keyword rankings and traffic

How well are your focus keywords performing and are they helping a relevant audience to find your website? Marketing experts use closed-loop reporting you can identify which search terms are driving the most qualified traffic, and converting your leads into customers. Once you know which keywords are generating the most qualified leads, you can start developing content around those search terms.


Social media engagement

With all the different social media platforms available, it isn’t easy to get a return on investment from all of them. Instead, track and measure which social media channels are driving the most traffic back to your site, as well as which ones generate buying customers. Once you have the answer to these questions, you can rearrange your digital marketing strategy and reallocate your time and resources accordingly.


Email analytics

Emails should be monitored constantly in order to improved open and click rates. Other measurements that are helpful to look at include bounce rate, delivery rate, list growth rate, click through rate, conversion rate and revenue per email sent out.


Qualified leads, traffic sources and customers

Your total lead volume can sometimes be misleading, as only qualified leads really have any potential. Track and measure the number of qualified leads you generate, and make the necessary adjustments to your marketing.

Furthermore, to effectively target your most qualified leads and customers, it is important to know where your website traffic is coming from. Sources of website traffic include organic search, referrals, social media, email marketing, paid search, direct traffic and other campaigns connected to your digital campaign.

Other aspects of any digital campaign you should look at include conversion rates and visitor-to-lead ratio; these could lead you to make specific tweaks to your content, landing pages, or CTAs in order to drive more conversions. A/B testing is another tool: this allows you to create variations of specifics calls-to-action or landing pages in order to identify, which performs better. Implement this into your digital marketing strategy in order to ensure you’re putting yourself in the best position to succeed.


Return on Investment (ROI)

This is the most important measurement of them all. In order to ensure your campaign is effective, track and measure your overall revenue from inbound marketing, as well as any changes in your cost-per-lead and cost-per-customer. While revenue should go up, the latter two should go down. Don’t wait to check on this. Monitor on a monthly basis in order to ensure a positive ROI in the requisite timeframe. Not only have companies seen a significant increase in their traffic, but 92.7% of companies using inbound marketing increased their lead generation anywhere from 25-over 100%.


How MINT can help you

Your website is essentially your shop window! An attractive website, with good user interface and user experience helps drive a digital marketing campaign. With our expertise and experience we can help boost your digital campaign with some simple yet effective revisions.

It is only by monitoring and providing evidence that we can determine the success of a campaign. This data can be used to determine what works and what doesn’t work for future success.

A social media strategy, campaign planning and content creation are key in today’s landscape. Our team of writers, content creators and graphic designers work collaboratively to produce, brand-focused content aimed at capturing and engaging with your audience. Not all digital platforms are right for your business, so we will help guide you to the ones that are suitable for your product or services. As creative experts we will help you to build your brand presence and generate leads.

Contact us today to find out more about our digital marketing and SEO services and website design – with our help you’ll be a success online.