Digital marketing is a very important tool in gaining customers and sales. It can bring traffic to your site, build your business’s social media following, and convert potential customers into sales. It’s clear that it’s crucial for any business working online to use digital marketing correctly and have a firm understanding of what campaigns work well as well as which ones don’t.
Here are five ways you can measure digital marketing success for your business:
1) Site traffic
Most companies use their website traffic to determine the success of their marketing campaigns. In the realm of marketing, your site is your home base and the digital storefront of your brand. Your digital marketing efforts will then most likely have a focus on driving traffic into your domain.
Certain marketing campaigns might concentrate on increasing social media reach or list building, but the overall goal is to send more traffic to your site. Therefore, measuring your website traffic metrics regularly can provide you with important insights into which campaigns are working for your company.
It’s also important to measure specifics about the traffic. Separating new and existing customers can help determine whether a campaign is bringing new visitors to your site and which, if any, are converting into sales. You can use revenue operations software to help with things such as this too.
2) Traffic by source
This is a very useful metric that sheds light on where your website visitors are coming from. These numbers can determine which sources are good and which ones aren’t working as well. It can also help you understand what marketing content is worth working on in the future.
There are four main website traffic sources Google Analytics tracks:
- Organic Search: The user has clicked on a link from a search result. 64% of marketers invest time in search engine optimization (SEO) to improve organic search results and, ultimately, traffic. (1)
- Direct Visitors: Either they’ve typed in the URL or returned via a bookmark.
- Referrals: A user who has clicked on a link from another website that’s brought them to your site.
- Social: Visiting straight from your social media.
3) Session time
The time a user spends on your site can also be an indicator of digital marketing success. This relies on your website’s function or the industry you’re in.
The average session time is a pretty good indicator of how long users are spending on your site overall. This can help you to understand how your site is performing from a user experience (UX) perspective.
Consider whether your website is easy to navigate, are users finding what they came for quickly enough, or is the content valuable and worth their time? The session duration can help answer these questions and others too.
Anything from improved content, more visuals, fixing speed issues, or layout can help increase the time users spend on your site. As your web design is inevitably part of marketing your business, this can be an effective way to measure your digital marketing success.
4) Bounce back time
In the digital marketing world, bouncing is very bad for a few reasons. If your campaign has a high bounce back rate, which simply means people are hitting their back buttons very quickly after landing on your page, there’s probably a disconnection between your marketing strategy and your landing page.
66% of businesses use analytics tools to measure and track the effectiveness of their marketing. You can use tools Google Analytics to measure your bounce-back rates and match the metrics with the corresponding campaign to determine what’s working and what isn’t. (2)
5) Social engagement
Any business serious about operating in the 21st century needs to have a strong online presence, especially through social media. The engagement you experience on these platforms can reflect how well your social media marketing is doing.
Social media engagement represents the full range of interactions made on a social media post. This could include likes, shares, clicks, reposts, comments, and more. Engagement measures all of your social media success. In fact, 79% of businesses surveyed by Brafton said they had used content marketing to increase brand awareness. (2)
On social media, there are many things you can pay for, such as a manager, a content creator, or advert slots, but engagement is only earned when users interact with your content on a consistent level. You can very easily rank your content based on how your users interact with it, which can help guide your future content creation.
There are many ways you can measure the success of your digital marketing and use these tools to gain a better insight into what’s working and what isn’t. Take note of the factors above to ensure that your campaigns can bring in new customers to your brand.
- “2021 Marketing Statistics, Trends & Data — The Ultimate List of Digital Marketing Stats,” Source: https://www.hubspot.com/marketing-statistics
- “How to measure marketing effectiveness (infographic),” Source: https://www.brafton.com.au/blog/analytics/how-to-measure-digital-marketing-effectiveness-2018-edition/