In this day and age, effective marketing is akin to Captain Ahab’s mythical white whale. It can be elusive, to say the least. But understanding the effectiveness of your marketing campaigns and strategies is the only way to carve out a successful path in an increasingly crowded space. Luckily, technology can come to the rescue. By leveraging various tech tools to measure your marketing, you can eventually lead your organization down a strong, successful path. Today, we’ll discuss five different ways to use technology as a means to drive effective marketing measurement.
Any marketing specialist worth their salt understands the importance of generating leads. But when you want to craft an effective marketing strategy, you need to follow some best practices and understand the costs associated with generating these leads. Marketing measurements come in handy here because you can assess, mitigate, and adjust strategies to defray any associated costs appropriately. Generating marketing leads can cost quite a bit. That’s why cost per lead is such an important marketing metric. Using a few best practices along with some marketing tools can reduce overhead, keep costs at bay, and increase the quality of the release. Target your advertising to specific demographics. Find out what your audience is interested in and tailor your strategy to their interests. Use the tools available to you to increase the quality of your leads. This might be in the form of heat maps, specialized software, or leveraging social media to help you find the best leaks. Reaching out the potential customers through email campaigns and newsletters can also provide valuable leads. Every successful lead can potentially become a conversion if you use the right tools and metrics. It’s ultimately up to you to leverage them appropriately.
Another stalwart marketing method is using inbound links. It’s fairly common and usually yields quality results—especially I’d the content that contains the links is engaging and higher quality. They’re also known as “backlinks.” On a basic level, inbound links merely offer a link back to a website. Finding and inserting them into existing content or crafting quality content continues to be a valid strategy. As SEO has changed over the years, inbound links have become less about the quantity of the links and more about the quality of your backlinks. They’re also easier to measure their impact when people click on them or follow through on a click. Using inbound leaks can help build engagement and drive potential leads to your site, so use them appropriately. Just be sure not to go about it in the wrong manner or bog down potential clients with link requests.
Social Media Engagement
The advent of social media has led to new ways to communicate, interact, and market. So, why is social media engagement so important for building your brand and improving your marketing efficiency? And why is it such a fantastic way to measure your marketing efforts? Social media is a quick and efficient means to reach a large audience. It’s also a way to engage directly with the audience and solicit direct feedback. You can run promotions and giveaways, and set up entirely new campaigns with ease. Social media has a wide reach and can lend some credence to any marketing plan. By using these strategies and other marketing measurement ideas, you can effectively create and measure a robust marketing plan.
An integral part of marketing is understanding conversion. When potentially interested parties look at your website or product, they might become interested. If they start following along and clicking through different sales points, they become potential leads. When a lead makes a purchase or follows through they become a conversion. In this sense, a conversion rate is the percentage of website visitors that take the desired action—whether it’s buying a product or signing up for an email. Conversion rates can vary by industry and marketing goals. That said, they typically range between 1-5 percent. Knowing your conversion rate can help you measure the effectiveness of your marketing campaigns and make necessary adjustments. If you want to improve results, it’s imperative to understand conversion rates and what’s happening along with your sales funnels. If you’re running an ad campaign and suddenly find your conversion rates are lower it’s pretty easy to adjust your targeting or messaging to be more effective. Finally, understanding how conversion rates impact sales funnels and lead generation can help businesses create more effective campaigns overall.
Use Post-Cookie Measurements
Marketing in a post-cookie world is all about using first-party data. First-Party Data is the days you accumulate and acquire from the customers themselves. Whether it’s a form, a survey, or email feedback, you can obtain exceptionally high-quality data just by talking to your customer base. Using it effectively means you need to also create clean data rooms—essentially a repository of clean, accurate, and encrypted data—that you can use for marketing measurement. Other types of marketing to explore are cohort marketing and the use of APIs to track data instead of third-party cookies. Cohort marketing can help you target specific groups of customers, and deep linking marketing strategies can help you measure the effectiveness of your campaigns. Finally, APIs can be used for marketing measurement purposes, providing valuable insights into how well your campaigns are performing. Whatever you choose to use, feel free to experiment and find the niche that works best for you. Doing so will give you better access and create more unique marketing strategies as you polish your campaigns.