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Defining success is ground in your marketing strategy. What is it we are doing and why are we doing it. Then measuring effectiveness, gets a lot easier. Are we being effective at delivering on that strategy.
You will want to make sure you have an analytics system installed, typically with a piece of javascript. That enables the platform to measure your activities.
Of the marketing metrics, some that should help inform if your marketing is doing the work it should be is:
- Reach, how many people are we getting in front of
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Quality metrics help you understand if marketing is working like it should. Underpinning these, is of course, making sure you are reaching enough People.
All marketing is moot if you don’t reach enough people to make a difference. Which is where this all comes together, we delivered X and got Y..
Comparing that against prior years, other executions, competition, help give context as to how effective it has been for your business. The net effect of all these efforts should be felt by stakeholders, as they’ve seen increased customers, interest, expansion in opportunities, a change in brand perception.
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