When it comes to actioning your marketing strategy, the hard work doesn’t stop when you have completed all of your planned activity. This is just the first step in an ongoing process that will define any and all future marketing activity for your business.
Following the completion of any marketing activity, you should then be analysing how well it did with regards to your goals. Did you gain more followers on social media? Did traffic increase to a particular page of your website? Did you see no visible increase? If so, why might that have been?
Once you begin to analyse your activity’s performance, you will have a better idea of what activity you should do more of, what you should do less, tactics you should change and what activity you shouldn’t focus on at all.
What tools will measure your marketing success?
A must for any and every marketeer out there, Google Analytics provides a comprehensive view of users on your site. But its capabilities go far beyond that. It will tell you how people reached your site (search engine, social media, directly, email, etc.), what they used to reach it (desktop, laptop, mobile), where they visited from, how long they spent on your site, what page they exited from and so much more.
This will not only show you which areas of your marketing activity are bringing people to your business’ website, but if you set up goals (e.g. made a phone call, filled in a contact form, etc.) you will be able to see which source of traffic is bringing the most conversions.
When social forms a big part of your marketing strategy (as it should do!), ensuring you review and analyse analytics for your posts is crucial to ensuring that your current strategy is working optimally. Social analytics presents a fantastic opportunity for testing a variety of posts to see what works for your audience and what doesn’t. Experiment with videos, images, industry news, company updates and find those posts that bring the most engagement and therefore increase brand awareness.
All social platforms will provide some form of analytics, but from our experience, Hootsuite will give you a much clearer and comprehensive view of your entire social strategy.
No successful marketing plan can be put into action with analytics, so if they aren’t already, they should form an integral part of your strategy.
Looking for some digital marketing support? Get in touch with the Entyce team today to discuss!