So you post consistently on your Facebook Page, you crank out a blog once a month (or so), and you feel like your website is in good shape. Now what?
Now you need to measure and analyze your digital performance. Knowing exactly how your content and marketing strategies are performing will help you help you adjust course when necessary and know where to allocate more of your marketing resources.
Don’t blindly throw marketing dollars where you think they should go! A few months of analyzing your online marketing presence will help you correctly allocate your digital spend. Save money and make more money in the long run! We’ll walk through how to analyze your current strategy, how to measure, and why.
Analyze Your Current Online Strategy
Let’s walk through to how to begin analyzing your strategy and why it’s important. You might be surprised what you learn.
Let’s say this is a (rough) outline of your current online strategy:
Facebook posting 4x a week
$200 AdWords spend each week
Blog 1x a month and share on social media
Each month, you need to analyze how each avenue is performing. The next question I hear a lot is “How do I analyze that?” To be honest, this does take some digging. Once you gather this information once, it will be a lot easier to grab each month and review.
Each Channel’s Analytics Resource:
Facebook - Business Manager Insights
AdWords - AdWords Dashboard
Blog - Google Analytics (or website analytics)
Look at each of these insights to find valuable information on how the content is performing. (If you don’t have Google Analytics installed, we recommend installing that now.)
What to Measure Online
This does depend on your overall marketing goals, but we’ll dive into each avenue and provide some examples. This does take time so when you sit down to do this on your own, set aside at least an hour.
This is each channel’s performance for a month:
1. Facebook - user engagement, new page likes, post reach
User engagement - 25 reactions
New Page Likes - 3
Post Reach - 2,000
2. AdWords - clicks to the website, conversions, time on page
Clicks - 80
Conversions - 0
Time on Page - 10 seconds
3. Blog - blog views, time on page, user path
Blog views - 12
Time on page - 3 minutes 14 seconds
User Path - Blog post > contact page
Looking at the above example, which avenue seems the most successful? Which could use improvements and which should you consider pausing?
You might think the AdWords campaign is doing well because it had the most clicks of 80. However, notice there were indeed 80 clicks, but those resulted in 0 conversions and the average time on page is only 10 seconds! Also remember you’re spending $200 a week so $800 a month on AdWords. With only 80 clicks, you’re spending $10 a click! The very short time of page means users quickly leave after clicking on the ad.
Are you using the correct keywords?
Could your ad be tweaked?
Should you consider pausing AdWords while you focus on other avenues?
Facebook had a lot of reach but few reactions or Page likes. There was a decent reach of 2,000; however, only 25 engagements (likes, comments, etc). That’s a 1.25% average engagement. Here, you’re getting good traffic, but you need to help direct the traffic where you want it to go - back to your website!
Could the content be tweaked to encourage more engagement?
Are your posts compelling?
Do most of your posts include a call to action? (visit our website, like our Page, etc)
The blog only had 12 views, however, look at the time on a page! Over 3 minutes! Users were most likely reading the content on the page and because you have a nice link to the contact page at the bottom the majority of users went to the contact page.
Promoting your blog by correctly tagging each post
Utilize SEO tags to help your blog be found in search
Send your blog posts to your email list
Consistent Measuring and Analyzing Your Marketing
Continue to measure and analyze your online marketing each month. When necessary, make tweaks and improvements to ensure your campaigns are successful!
Take the first of the month to deep dive into your marketing goals and results. This will hone in your overall marketing and actually end up saving you money. Don’t keep throwing money at marketing avenues that you think you’re supposed to! Allocate marketing dollars to avenues you know work for your business.
Does this seem like too much work or hassle? Let’s chat to see how we can help. Our clients receive a detailed report on the first of the month with accurate numbers to help them understand their marketing success.