How to Use Metrics to Improve Your Marketing Results

March 2016

How to Use Metrics to Improve Your Marketing Results

Marketing is a vital part of building a successful, healthy online presence. If you’re not marketing, then you’re invisible, even if you have a website. You need a way to make people aware of your existence. This is done through a variety of different online marketing methods, including PPC (pay-per-click) campaigns, social media marketing, content marketing, SEO and more. With that being said, you need a way to determine just how effective your efforts are. You need to determine the return you’re seeing on that investment. This is provided by metrics, and they also give you the means to improve your marketing results.

Metrics

More Than Mere Way Markers You might think that metrics matter only as indicators of success. This information tells you how well you’re doing (or not doing) in your various marketing activities. That’s true, but only to an extent. The reality here is that metrics can be powerful tools that enable you to improve the results of your marketing efforts. How might that work? Here’s a very simple example.
Let’s say you’re running a new campaign on Facebook. You’re not using ads – just content to generate interest, engagement and boost brand recognition. You run the campaign for a week or two and notice that your results are less than ideal. While your content is getting lots of eyeballs (post reach), it’s not actually generating much in the way of interest (engagement).
By using the metrics available to you, it’s possible to make adjustments to your campaign in order to make it more engaging. There are several possible problems here, but the most likely is that the content simply isn’t all that interesting to your audience. This is particularly true if you’re only doing self-promotional posts. Today’s consumers demand content that offers them real value – they’re not satisfied with being marketed to. They want to actually get something in the bargain. By using social media metrics, you can analyze your content strategy and create posts that offer real value to your audience.
It might also be a lack of engagement on your end. If your followers share and comment but you never respond, they’re eventually going to fall away. They’ll ignore your posts because they know that you really don’t care about interacting with them. You’re only interested in the numbers. Using metrics, you can dig down into your own engagement and determine if you need to be more social (after all, that’s what social media is all about in the end). It could also be possible that you’re just sharing the wrong types of posts. Different post types have varying performance. Use your social media metrics to drill down into which types of posts perform best with your audience, and then focus more on those.
With the right information, you can create compelling, engaging, successful marketing that offers both value to your audience and the results you need to see. It’s all about digging in and analyzing the numbers.

How to Use Metrics to Improve Your Marketing Results by Chris Tomlinson

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