Reach out to customers with more success than ever before and stop wasting money on advertising campaigns that don’t deliver. In my last post, I covered the KPIs you need to track on your website. You’ll get a lot of information from data about how people spend time on your website, but you also need to track how they get there. Before you spend a penny on Facebook ads or Google Keywords, you’ve got to read this guide to tracking your digital marketing campaigns.
Social Media Campaigns
Keep track of how people respond to your social media campaigns. Social media campaigns go hand in hand with the work on your website. Track how you share content on social media and make note of the likes and comments. A good social media campaign can make your website go viral, so don’t underestimate the importance of Facebook, Twitter, and Instagram as marketing tools.
Facebook Ads – You’ll get some graphs and indicators, but none of this matters if people aren’t buying your products or signing up on your web registration forms. Engagement numbers are misleading, look at the amount of likes and comments on Facebook ads and posts from your business for better indicators of success.
Instagram and Twitter – If you can generate images and tag lines that convey your brand well and update them regularly, you could get a lot of free press through these sources. Again, look at how many engaged responses are coming your way in the form of comments or direct messages. Here, likes alone can give a false sense of success. Use these to build name recognition and invite people to your webpage. Track your success and see which social media platforms are working for your business. Some businesses take off on Instagram and get no hold on Twitter, and it may take a few months of experimentation to find out where it’s best to spend your time.
Online Marketing Campaigns
CPC – Cost Per Click is a paid marketing campaign with search engines like Google and Bing. You pay only when someone accesses your website through the keyword search.
CTR – A Click Through Rate tracks the success of a particular ad campaign. It doesn’t track the number of people who actually came to your site, but it shows you how many responded by clicking on the campaign ad. It will help you decide which of your ads are worthwhile.
CPL – Cost Per Lead is a way to track your spending on reaching different potential clients. Since all these clients are a reach, find low cost ways to get leads so you don’t spend too much of your marketing campaign on such a gamble.
Find out what keywords people search for when they land on your website organically, or without an ad or other link bringing them to you. What percent of page landings are from organic searches? Track how many people are landing based on branded keywords, like your business or product name versus unbranded keywords like the type of product you offer or your location. Figure out where this traffic is coming from so you can spend more resources creating content that hits this target.