Measuring your marketing efforts is key to knowing that your marketing dollars are being spent in the right place to give you the best return on investment. For some, measuring online marketing efforts feels like wandering through a fog. It doesn’t have to. Remember these simple tips to gauge how well you’re doing online.
Define Stages in the Decision Funnel
Many of us focus on the end result for our B2C strategy conversions. We want to know what makes the customer take that last step to press the buy button or fill out a contact form.
However, we should give sufficient focus to measuring our efforts in each stage of the buying process. When did a customer first come to your company? What did they investigate along the way that kept them coming back?
To simplify the customer’s journey, you can think of it in three broad steps:
- Attraction – what drew the customer to your website or social media platform?
- Interaction – how did the customer interact with your content?
- Results – what action did the customer take?
Measure Your Success One Step at a Time
One of the things that can make online marketing metrics seem cumbersome is the amount of freedom you have in measuring them. Aside from conversions – getting the client or customer – you get to define what success is along the way. If you’ve ever opened Google analytics and gotten an instant headache, you understand how overwhelming the process can be.
Begin by setting yourself a few key success points to track, and you will soon become a pro in measuring the effectiveness of your efforts.
For example, if you are interested in the attraction stage for your website, start tracking website visits. Which pages attract new visitors? How many new visits are you getting?
This can help you determine if your pages are performing well enough in search engine results to attract visitors in the first place.
Once you’ve determined that your pages are getting visitors, you can start looking at time on page to gauge how the visitors are interacting. Are they bouncing off your site right away because they didn’t find what they were looking for?
Then, once again, you can start looking at results with a better understanding of the process the customer went through to get to a conversion. Tracking metrics can help you more fully comprehend the actions of your potential customers. It can help you grow your strategies for getting more conversions by nurturing your prospects earlier in the buying decision funnel.