How Do You Measure the Success of Your Digital Marketing?
Andrew Marr, PGA
CEO I Founder I Entrepreneur I Average Golfer I Retired Ironman I Mentor.
So, you finally caved and implemented a kick*** digital marketing strategy for your business. Congratulations, that’s amazing!
But how do you know if it’s working? How do you measure the success of your digital marketing strategy? It’s an important question and is often an inquiry that?Andrew Marr, CEO & Owner of Digital Storyteller , gets time and time again from prospects and clients.
We’re here to answer it today. Let’s get started.
Key Performance Indicators (KPIs)
We’ve all heard of KPIs.
Digital marketing KPIs, according to?Digital Dot , are “quantifiable metrics that you can use to measure and monitor the partial and overall success of your digital marketing strategy.”
KPIs help to establish clear goals regarding campaigns and can be used in a variety of marketing approaches, including:
Here are some of the most important KPIs to track when it comes to your digital marketing strategy.
How to Measure the Success of Your Digital Marketing Strategy
At Digital Storyteller, we conduct monthly and quarterly reporting for all of our clients. These reports help us show clients how we’re moving the needle, what is working for them in their digital marketing strategy, and where we can shift to improve.
Below are some factors we evaluate:
Authority Score
Authority score, according to?Semrush , is their “compound domain score that grades the overall quality of a website or a webpage.” Your score can range anywhere from 0 to 100. The higher the score, the more credibility a site typically has. Obviously, an authority score of 100 is #goals, but realistically, a score ranging from 32-48 is where you’ll see a strong organic marketing score lie.?
This figure is determined by a few key factors including:
Because of these factors, authority score takes time and consistency to grow.
Ranking Keywords
There are, of course, specific?keywords ?that your business will want to rank for. If you’re in the commercial insurance industry in San Diego, for example, some of your keywords might include:
Using a tool like Semrush—which collects research on your business’s SEO, PPC, content, and social media efforts—can help you identify the keywords you are currently ranking for (or currently not).
领英推荐
Information about ranking keywords is critical to making your way up the Google Search Engine Results Page (SERP).
Organic Traffic
Organic traffic ?is defined as “visitors that land on your website from unpaid sources.”
The amount of organic traffic that your website receives is a huge indication of where or not your marketing strategy is successful.
Average Session Duration
Session duration shows how much time visitors spend on your website. As a general rule of thumb, you want a high session duration. You can increase session duration by:
Bounce Rate
What is bounce rate? Bounce rate indicates how quickly someone exits (or “bounce” from) your website after visiting it. For this reason, we want a high session duration and a?low?bounce rate. Semrush tells us that “an optimal bounce rate would be in the 26% to 40% range.”
Our goal is to keep people on-page as long as possible. You can decrease your bounce rate by:
Social Media Statistics
We, of course, cannot end this article without talking about social media statistics. In our monthly and quarterly reports we give in-depth information for each social platform being used on:
As we’ve worked with our clients, however, we’ve noticed that it’s not uncommon for clients to get hung up on numbers. For example, the number of followers or likes they get on an Instagram post.
It is very important, however, to identify where their prospects spend time. For example, Instagram followers and likes might not matter so much for a financial services company compared to a clothing brand.
While it’s important to be active and engaged on Instagram, a better indication of a financial services company’s success might come from a platform like LinkedIn or YouTube. For those interested in learning more, here’s an article on?what social platforms are best for your business to be on .
To reiterate, likes and followers don’t automatically equate to success, but it is important to be engaged and consistent within your social media strategy. Naturally, this means that as time goes on, your following, likes, engagement, etc. should increase.
Depending on who you ask, engagement might be a more important factor than the number of likes and followers.
Well, that’s all folks. We hoped you learned a thing or two from this article! If you’re interested, read on for more on social media, specifically?the difference between social impressions and social engagement .