How to Measure Your Marketing Campaigns

Creating a marketing campaign without measuring its effectiveness is a waste of both your time and your money.  If you are promoting your business online you need to understand where your traffic is coming from and what it does once it hits your website.  While the end goal is always to increase your bottom line, you still need to know where your efforts are working and where they need to be more effective.  Here are some tools and tricks so you know how to measure your marketing campaign and what you’re going to need to fix.

Traffic and Conversions

Your marketing campaign can be broken down into two basic parts, traffic and conversions.  Traffic is the people that are visiting your website or social properties.  Conversions are the number of people that take action on your site, whether that is a sale, a subscriber to your email list or a phone call to your business.  The two work hand in hand, you need sufficient traffic to get conversions at the same time you need an optimized site so you don’t waste your traffic.  Here are some tips on building a high converting web page.

Help from Google

There are two tools from Google that can help you measure both traffic and conversions.  Google Webmaster Tools and Google Analytics.  Both are free to use, you just have to sign in with a gmail account.  Webmaster tools can help you with things like make sure the technical aspects of your site are working, and Analytics can show you conversions along with where your traffic is coming from.  Both tools are going to have a bit of a learning curve but you should familiarize yourself with both.

How to Measure Your Marketing Campaigns

Social Engagement

Social media should be part of any online campaign, but most people are looking at the wrong metrics.  How many likes your page has on Facebook is more of a vanity metric and less of an indicator of how your campaign is faring.  Most social media platforms allow you to advertise and their targeting is incredible.  What you want to measure isn’t likes, it is how much traffic is going to your website.

The Bottom Line

Is business increasing, are customers redeeming your offers or coupons, is your phone ringing?  At the end of the day the only metric that really matters is your bottom line, is your marketing campaign providing you with a substantial return on your investment.  While there are always tweaks that you can make to make the campaign more effective, you want a profitable campaign.

Are You Ready for Mobile First Indexing

Google has already started out the mobile first index, due to the change in how people browse the internet.  More and more research has shown that mobile traffic is more than half of all search traffic, for search results that means that Google will rank mobile friendly sites first.  That means that once the changeover is complete it will mean that the mobile version of your site will be the primary version.  Are you ready for mobile first indexing?  Let us show you what you need to do to keep those rankings.

Are You Ready for Mobile First Indexing

Create Content for a Mobile Audience

If you already have a responsive website then you have little or nothing to change in order to be ready for mobile first indexing.  Most sites that were built and developed in the past five years were built using responsive design.  However even if you have content that works on every format it doesn’t mean that your Google rankings will stay where they are.  Smartphone users expect to find what they are looking for without endless scrolling.  They also don’t want to wait for pages to load, you need to give them a fast experience.

Check Your Search Console

You should get a notice from Google in your search console once your site goes to the mobile first index.  Now you need to take a good look at the crawl activity.  Look at how the bots are accessing your site and make sure there are absolutely no errors.  When it comes to creating content you also want to check and see where your traffic is coming from, if it is mobile then cater your content to that audience.  You can work with a search engine optimization or digital marketing company to help you transition.

Follow the Journey of a Visitor

The audience on a mobile device has a really short attention span so you need to make sure that you have your site optimized to convert.  Try your site on your own smart phone to make sure everything is working the way it should.  Is the site fast enough and can visitors get what they want quickly?  You might also consider installing on your site some heat mapping software.  It will record what visitors do on your site so that you can tweak it accordingly.

If you haven’t gotten around yet to creating the mobile version of your site, or your site is not responsive then you need to fix that issue now.  You could end up losing all of your organic traffic and that means losing money.