7 Ways to Measure Digital Marketing Success!

A positive return on investment is the goal of every digital marketing campaign.

While the endgame of digital marketing is to increase profits, not every campaign directly leads to dollars and cents. Some campaigns raise awareness of your brand, while others might bring visitors to your blog — both help increase profits in the long run, but short-term results can’t be quantified with monetary values.

How do you know whether your digital marketing efforts are successful?

Here we'll review seven ways to measure the success of your digital marketing campaigns. To add further clarity to this question, we’ve split these methods into two categories: conversions and website behavior.

Conversions

Conversions occur when visitors or customers take specific actions as a result of your digital marketing. In the case of the restoration industry, the primary goal is to convert the website visitor into a lead. 

Here are three types of conversions that can indicate successful campaigns:

 #1: Leads From Web Forms

Most websites have forms that customers can use to request services, schedule appointments or get more information. Any visitor who completes a Web form to request a quote could later convert into a customer. Therefore, marketing campaign success can be measured by the number of leads (Web form submissions) generated.

 #2: Leads From Phone Calls

Tracking leads and sales from phone calls is also important for businesses that drive sales via the phone. To track calls, you can set up a dynamic number insertion (DNI), which shows visitors different phone numbers depending on how they arrived at your website. Alternatively, you can just ask your call center staff to find out how the person found about your restoration business.

 #3: Leads From Live Chats

If your website does not offer live chat for visitors, then you may want to consider adding it as another way to engage your visitors. Once you have chat installed on your website, then you can track which marketing campaigns are driving the most chats. This can be done using the built-in tracking in your chat program or by integrating Google Analytics into your chat tool. In both cases, you’ll be able to see which campaigns are driving more leads for your business via live chat.

Now that we’ve covered 3 ways to measure conversions from digital marketing, it’s time to move on to tracking how visitors behave on your website. Just because a visitor doesn’t convert right away, doesn’t mean they're never going to. For that reason, it’s not enough to only look at conversions. We must also review website behavior metrics to measure digital marketing success…

Website Behavior

Here are four ways to determine digital marketing success based on website behavior:

#1: Website Visits

Tracking the number of visits to your website is important because it enables you to determine which marketing campaign is generating the most views. For instance, let's say you promote a blog on FaceBook, you can track how many people are clicking on the link to read the article on your website. This is important to know because then you know which information is being liked, shared, and viewed the most.  

From an SEO perspective, you can also view traffic trends over time. For example, you can measure traffic from Organic Search (SEO traffic) over time so you know if your SEO efforts are working. Plus, you’ll be able to spot potential problems early on if you see a sudden drop in SEO traffic.

#2: Page Views Per Visit

Website visits are important, but they don’t really indicate whether people are engaged by your business. What if nobody who visits your site clicks around to your various services and pages?

Fortunately, Google Analytics can show you how visitors click through your site while also providing average numbers of page views per visit. Pay close attention to which webpages your customers are visiting most. You might find that online customers are more attracted to certain aspects of your business or specific services. If you’re promoting your blog, you can also get ideas about the topics your visitors find most interesting.

#3: Time Spent On The Website

How much time are people spending on your blog or website, and which of your digital marketing campaigns is bringing in the most engaged visitors?

Analytics can track this, too. Again, time spent on your website doesn’t directly lead to sales, but folks who spend more time browsing are more likely to later recommend your services and request your services.

#4: Bounce Rates

In the world of digital marketing, bouncing is bad for several reasons.

If any of your campaigns have high bounce rates – meaning people hit their “back” buttons as soon as they land on your website — then there’s probably a serious disconnect between your marketing strategy and your landing page. Just as bad, though, Google might interpret websites with high bounce rates as low-quality or spam, resulting in an SEO penalty. Use Google Analytics to measure your bounce rates over time to spot trends in each of your marketing campaigns.

Conclusion

In this article, I provided you with 7 metrics that you can use to measure the success of a digital marketing campaign. Knowing how to measure the success of your digital marketing campaigns saves you time and money.  

The primary two goals of restoration contractors is to increase brand awareness and generate more leads. A well thought out and implemented digital marketing strategy will meet these objectives provided you plan, implement, and demonstrate patience; digital marketing takes time.

About Restoration Digital Marketing Solutions (RDMS)

RDMS are digital marketing, content marketing and SEO experts specializing in LONG TERM lead generation solutions for disaster restoration contractors! Our approach focuses on building lasting relationships early on in the sales cycle. We don’t believe in gimmicks or short-term solutions. We excel at building meaningful relationships that translate into leads and customers, laying the foundation for sustainable sales and profitability. We have many happy customers who rely on us to manage their digital marketing needs. To learn how our strategy can help your business book a free consultation! 

"In times of change learners inherit the earth; while the learned find themselves beautifully equipped to deal with a world that no longer exists." (Eric Hofer)