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How to measure your Marketing Success?

Before you start implementing any new marketing initiatives ask the following questions:

What are your goals?
Be specific:
- Click/Open Rate
- Conversions
- Unit Sold
- Revenue
- New Accounts Sold
- Company Culture/Attitude
- Awareness
- Market Share

Who is your audience?
Segment Your Database:
1. Prospect Data
- Age
- Gender
- Location

2. Organisation Type
- Non-Profit
- Franchise
- E-Commerce

3. Past Purchases

4. By Product Interest
- Use Page Actions (in Pardot)
- Forms/Landing Pages
- Surveys

5. Interest Level
- Clicks/Opens

6. Current Customers
- Evangelists
- Frequent Buyers
- One-Time Buyers

7. Event Attendance

What is your strategy?
Share relevant info about your products or services with your prospects:
1st Stage
- Checklist type of materials in setting up your product, educating about your services
- Sharing blog-posts
- Videos
- Whitepapers

2nd Stage
- Infographics
- Industry Reports
- Webinars
- Data Sheets
- Case Studies
- Product Demos
- ROI Calculators

3rd Stage
- Buyer's Guide
- Reviews
- Success Kit

What kind of messaging?
- Website
- Social
- Email
- Sales Enablement
- Partners

How do you measure success?
- Create Campaign performance Report
- Marketing Asset Reporting
- Video views/demographics/countries/age
- Most visited posts
- Most viewed website pages
- Emails with the biggest open rates (try email A/B testing)
- Landing pages with the biggest conversion (A/B tests)
- You want to know what is the 1st interaction point/source to learn how to attract new customers and have your prospects/customers like to see/read the most

Review/Analyze/Repeat

1. Content Strategy
--> Is your content compelling?
- How many clicks/shares?
--> What responded?
- Notice Themes
- What kind of content?
--> How can you repurpose?
- Pull new ideas from your best content
- New formats

2. A/B Testing
--> Click Through Rate
- Industry average is 2%
--> Subject Lines
- Action words
- Questions
- Short/Direct
--> Call To Action
- Placement
- Colour
- Shape

3. Reporting
--> Assign Costs to Campaigns
--> Marketing Assets
- Forms/Landing pages
- Emails
- Social Posting
--> Campaign Influence

Kristina Alexandra1 Comment