Yes marketers are creatives, but today success requires more than just great art and captivating words. You need data to back it all up.
SEO rankings, inbound links, articles published, content downloads, followers and blog subscribers (aka reach), comments, retweets, Likes, shares, clicks, traffic, leads … Whew! There are a whole bunch of metrics that marketers can use to quantify their efforts. But many may not utilize this data in the most effective manner. If marketers want the C-suite folk or clients to view them as doing more than fannying about with hashtags and call to actions, they have to not only understand which metrics are right for them, but also how to reach the best conclusions with that information.
Quality, not quantity
Whether you are interested in tracking the organic growth of your web traffic, leads or opportunities or growth that stems from a more aggressive social media strategy, understanding what web traffic you generate and how that traffic turns into leads shows how your marketing efforts are impacting revenue.
Growth, when tracked over a period of time, can indicate how successful your efforts are. Content and page designs can be adjusted to not only appeal to a larger group, but also to reduce bounce rates. Using analytics in this way allows you as a marketer to demonstrate your value and prove how you have achieved your engagement goals.
Test and test again
Another way to measure your marketing success is A/B testing. This analytic effort takes into account the way that small tweaks to a title or subject line can impact perceptions and interactions from consumers. When marketers put out several slightly different versions, it provides the ability to see how effective each option is and incorporate what is learned into future campaigns.
Performing this kind of analytics can aid in determining lead generation by content, channels, initiatives or all of the above. Another plus is testing such as this offers yet another way to prove the worth of your marketing efforts and determine the value the work provides.
More than reach
Reach, as we mentioned above, comprises the total audience who is exposed to your marketing efforts. This can be Twitter followers, Facebook fans, LinkedIn followers, blog subscribers and your email or newsletter list. The immediate takeaway would be the more the merrier, right? Not so fast, friend.
The best marketing results in engagement from that reach. Let us explain. So if reach is the total number, engagement is the followers who are actually posting to your pages, sharing comments or talking about you. They aren’t passively paying attention to your client/product/brand, they are actively interacting.
In the end, for non-creative types (and heck, maybe even for them!), the rubber hits the road when all of those analytics result in revenue. The prospects and leads you generate are all well and good, but finding a way to not only translate those results into dollar signs is ultimately what will win the day.