We believe that any effective digital marketing campaign starts with setting the right digital marketing plan which starts in turn with digital marketing objectives.
The objectives you decide on for your digital marketing campaign should te SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining your digital marketing objectives, you need to think first about how they will align effectively with your overall business’ goals and your key performance indicators (KPI’s).
The next and important step to consider after defining your objectives is to start projecting some nominal KPI targets, how you will measure the success of your plan, and which measurements you will use to monitor your success.
That’s why we providing this “Track Like a Hawk” Series contains three main parts summarize:
Let’s start with part one to stop panicking about next month or next year and start crafting a stunning plan that can pack a powerful punch. This part identifies the most common marketing objectives of any digital marketing plan or social media marketing campaign and what metrics should be used for each goal.
Lead generation is the process where a possible customer is asked to fill in contact details to get more information about a product or a service so that companies can get direct access to their potential customers to start persuading them to buy what they are offering. We can say that lead generation is half of the battle. It’s just the bridge between marketing and sales. The big efforts rely on sales and direct marketing to persuade customers with the make an actual purchase.
Lead generation is typically used by businesses with a long sales process, such as insurance, banking & finance, mortgage & real estate, education, IT software, and security services. Furthermore, lead generation is more likely to be used by B2B companies as it ranked the top of digital marketing objectives for 68% of B2B marketers in Australia. Globally, generating sales leads is also the top 2018 marketing objective for B2B marketers.
Whether your leads are coming from organic traffic, paid traffic, content marketing, or referrals it’s essential to track them at the source to help shape your coming campaigns. Here are the top metrics you can use to track your lead generation campaign:
How will you inform the online audiences about your brand? How will you build up your brand image so the audiences see you the way you want them to see and conceive? that is the concept of the brand awareness objective. Simply, brand awareness is the degree of a brand’s consciousness in the minds of its target audience.
In niches crowded with competitors, it’s important for many businesses to plan and launch brand awareness campaigns that promote their business and help them to retain and grow their market share. Furthermore, brand awareness campaigns also support increases in lead conversions as it can affect positively on increasing lead conversions.
It worth to be mentioned that 86% of companies that need to increase brand awareness, achieve it using online influencer marketing. Also, increasing brand awareness is considered the primary objective for marketers on Instagram.
Here are the Top Metrics and Tools for Tracking Brand Awareness campaigns:
Driving visitors to your website or blog is a step further from having a good brand awareness. According to Buffer, 60% of marketers use social media marketing to distribute their content and drive traffic to their sites. We can say that this goal is more likely to be done for budding entrepreneurs who start a new business.
Google Analytics is the core here. Here are some elements you need to track:
So many marketers busy themselves growing email lists, social media fans, and followers but ignore a primary metric that creates mobs of supporters. It’s called engagement, and it can expand your brand lift by over 300%. But according to Chief Marketer, engagement is considered the top social media challenge in 2019 for 65% of marketers. In contrast, engagement is the most used way to measure social media ROI.
It’s the top-level digital marketing objective for many businesses. Needless to say that every business or brand work and keep working to increase revenue and the amount of money coming into their businesses.
Focusing on Social media, it’s becoming an increasingly popular strategy to boost sales with over 53% of Canadian shoppers use social media when making shopping decisions. Social media is great to turn your audience into paying customers directly in case you don’t have a long sales process.
There are two main terms to consider when measuring revenue growth. They’re 1. current sales revenue (the total dollar value of sales during the current time period) and 2. previous period sales revenue (the total dollar value of sales during the previous time period).
In terms of metrics to track revenue growth:
You can track your revenue using Google Analytics. If you are using Facebook ads, you can use Facebook Pixel. If you are an e-commerce website, Ecommerce Tracking in Google Analytics might be more suitable.
Now it’s time to elaborate on the success measures of digital marketing campaigns, the importance of each measurement and formula of calculation. Check Track Like a Hawk – Part 2 NOW!
See you There 😉