by Susan Murphy
So, you’ve been working away on your digital marketing strategy and you think you’ve got all the pieces together. But how do you know when your strategy has been successful? The truth is, many digital strategies fall short when it comes to measurement. There are several ways to approach a measurement strategy but it has to start with some fundamental things. Here are a few ideas to get you started.
Goals, Goals, Goals
Like most things marketing, a good strategy always starts by having a clear definition of your business goals. Measurement strategy is no different! To truly understand WHAT to measure, you must first understand WHY you’re measuring. Do you want to generate more revenue? Get more business leads? Position yourself as an expert? Understanding what you want to achieve is critical, and once you have that down, you can get to work on deciding what you’re going to measure.
Sure, having a lot of Facebook Likes might look good on a PowerPoint slide, but how is that helping you to meet your goals? Choose the metrics that actually mean something to your business. For example, knowing where your web site traffic is coming from (referral traffic) can help you determine which social media channels are actually paying off. Seeing who is retweeting you is a great way to determine who your biggest advocates are, and who you might be able to turn into a customer. Choose the metrics that speak directly to your goals, and you’ll measure the right thing every time.
It’s not enough to just glance casually at your Facebook Insights once a week and say you’re effectively measuring. You need to write it down. The tools need not be fancy – a simple spreadsheet will be more than sufficient – but the important thing is to get your metrics into a format where you can then track changes over time. Every week, sit down and input your current metrics into the spreadsheet. After a month you’ll have a really good handle on your progress.
Goals, metrics, and documentation – three ideas to get you started on the right measurement path. And don’t forget the purpose of all of this is to see how you’re doing and if you’re meeting your goals. If not? Adjust things till you do. Measurement allows us to shed light on our digital strategies and keep things on track.