So you set your goals, objectives and intentions for the year ahead (and maybe broke a few already too!), but how are you tracking their progress? With any marketing, it is important to determine which metrics to track – here’s our guide to make it easier.
We’ll take you through each of our services so you know what you need to look out for. This helps identify what’s working and what’s not to tweak the activities, or maybe even the objective. Some may be essential statistics that relate to a specific objective, whilst others might be ‘good to know’ to keep an eye on. A great example here might be social media where your priority might be engagement on a campaign launch and capturing that engagement rate compared to other posts, whilst still monitoring your basic scores like follower count and see if the new campaign has helped boost growth here too.
Whilst branding can be more emotive than a clearly defined statistic; it is possible to measure branding in a few ways through research. Social listening and noting the search volume (how many searches for your company name and keywords), although a survey to determine the brand recognition and recall over time would give some good insights and feedback.
Where you are maybe releasing additional social posts and adverts, for example, you can monitor the individual responses to each material.
This may vary depending on each email for example, an email with news would give different outcomes than one with a product focus. Both may generate sales, but the content and Call to Action (CTA) will generate different results. Therefore, it is worth including a note about these on your results.
Other key statistics to record include:
- Number of Subscribers
- Open Rate
- Click-Through Rate
- Conversion Rate (and Purchases if relevant)
Regularly review, cleanse and segment your subscribers to improve your key metrics. It is also worth noting where your subscribers come from to learn what works best.
Results will be driven strongly by the objective and type of event planned and so these have been addressed separately to consider:
- Exhibitions: Number of visitors to the event (and any split in this data for example geographical, job title); Number of visitors to the stand (if using tracking from event passes with similar split in data); Number and value of sales (if selling); Number of leads.
- Bespoke brand event: Number of invitees; confirmed to attend; actual attended; social media coverage of your event; follow-up feedback review scores, monitoring sales spend over the following months for those who attended.
- Bespoke product event: As above but with additional sales at the event.
- Sponsorships: This depends on what the package includes for example their promotion on their social media, then it may be worth monitoring those posts. With specific events, track all your marketing for increased traffic/followers against these dates.
HYPE BOOST YOUR SOCIAL MEDIA AUDIT
Following an audit, and whilst implementing the actions, you should not only feel the benefit of increased knowledge and confidence with your social media, to work alongside tracking your key metrics to see an impact on your hard work.
With Influencer Boxes track all of their content where they have mentioned or shown yourselves. From the unboxing through to continual use. Track externally the metrics you can see from their feeds (Likes, Comments, Shares for reels) and if you have a good relationship with them, then you can ask for their insights too. This is helpful if they want to continue to work with you.
If using a Promo Code for your influencer to share, then track the usage and spend on that specific code.
TOP TIP: The Instagram Collaborator Feature now allows you to see the number of followers from combined tagged content.
As with the Hype Boost, following your marketing strategy, you should feel positive about implementing your marketing, the activities you are focusing on and your current statistics as a baseline to continue to track and grow from.
Whilst we have outlined some statistics to gather below, the value of PR can sometimes be more about your own view of a publication and gaining a piece in a title relevant to your industry and how you are featured.
- Number of placements/mentions
- Key metrics available from the publication include circulation, readership, and if online then their web traffic stats; if social then their key metrics here
- Website Traffic from your Google Analytics sources section
- Social Media increases in followers following a publication
- Promo Links / Codes allow track spend on that specific link/code
TOP TIP: Set your Google Analytics to track and send you an alert for any spike in traffic. This can be useful if you are anticipating a good piece of coverage.
This will depend on the research method:
- Online Survey: Depending on how this was shared for example by email, then note the number of emails sent; open rate; and number of completed surveys.
- Outbound calls: Number of calls agreed to take part, number completed the survey.
- Social Media Polls: check additional post metrics for the number of eyes on the post, not just how many answered.
This changes by social platform and even if your focus might be on for example Engagement. We would always recommend noting down other key statistics to spot changes that may indicate an opportunity and give you key data should you need this to try and test another approach. If time is of the essence, then stick to your business objectives and take the key insights you need.
Facebook Pages: Followers, Reach, Engagement (breakdown into reactions, comments and shares), Audience demographics, and top-performing content.
Instagram: Followers (and their demographics), accounts reached (followers and non-followers) and engaged (followers and non-followers) split by content type, content interactions, top content, and profile activity.
Threads: This is super simple right now and note the Followers. Insights for Threads are due to be launched which will give additional metrics to track and consider.
LinkedIn for Business: Followers (and new followers); Visitors (page views, unique visitors); Page Metrics (total engagement).
This is again an emotive one following training and a measure of your confidence in implementing your new skills. However, the big results to look for would be in the results you achieve.
Google Analytics will be your go-to for all the details you need for your website. Some basic metrics to track include:
- Users, and the split to new users and returning users, retention, as well as the demographic details
- The source driving users to your site is known as channel (organic search, direct traffic etc.)
- Sessions, by number and channels
- Engagement by time on site, conversions and events
- Top content pages from top performing pages for sessions, average time on site
- Total purchases and revenue
- If advertising, this would need additional metrics depending on your objective.
Not sure how to track your marketing, where to find your insights to capture your stats or even how to interpret them? Get in touch and we can help get you started and guide you through what will be relevant for your business to really get a handle on your marketing.
We hope the above guide of what to track to measure your marketing. The first step is to set up your spreadsheet, note down your figures today as a starting point and then diarise to make time to repeat tracking and assessing your marketing results.