Do you ever wonder what’s actually working and what’s not?
Is your marketing strategy measurable? Let’s look at the term “marketing strategy”. Do you have one, or are you taking a shotgun approach and hoping you hit the target? Without a strategy and a way to measure the results you have no way of knowing what is working and what isn’t.
How Do You Measure Your Results?
That is where strategy and analytics can help. But how do you do that in this online/offline world of mixed media – digital, social, print, etc.? You use data analysis to track and refine your marketing efforts; to help figure out what is working and what isn’t.
What are some of the tactics you can use to accomplish this? Let’s look at three.
1) Facebook Insights
There are two components to Facebook Insights:
Page Insights – Page Insights looks at the interactions with your page such as likes, comments and shares. You can see how many people interacted with a particular post; how many shares and likes it has received, and what the reach of a post was. Engagement is one of the most important stats to monitor.
Audience Insights – Audience Insights helps you learn more about your target audience on Facebook, including information about geography, demographics, purchase history, etc.
2) Call Tracking
Call Tracking allows you to assign different phone numbers to different marketing campaigns. This way you can track the effectiveness of various campaigns.
You can assign call tracking numbers to mail pieces or AdWord campaigns and use that to A\B test the different ads and mailings. The call tracking software will show you which calls came from which ads.
3) UTM Tracking
UTM codes are some extra text that you add to a URL to tell Google Analytics (and now Bing as well) a little bit more about the link. Why is UTM Tracking valuable?
A proper UTM link can, at the very least, answer 3 important questions:
- Where is the traffic coming from?
- How is it getting to me
- Why is it coming to me
So What is UTM Anyway? UTM stands for Urchin Tracking Module. It was a web statistics analysis program developed by Urchin Software Corporation. Urchin was acquired by Microsoft in 2005 and became the basis for Google Analytics.
Time to Start Tracking Your Efforts
By using various methods to track your marketing efforts and analyze that data, you can make your marketing efforts more effective and spend your marketing dollars wisely. Therefore, instead of throwing things at the wall and hoping something sticks, you have data to look at and analyze, so you can refine your marketing strategy.
(Source: Duct Tape Marketing)
We are Certified Duct Tape Marketing Consultants who can help you develop strategic content for your marketing campaigns.
