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A Definitive Guide to Measure and Analyze your Digital Marketing Campaign in 2019

Digital Marketing | Mar 18, 2019

 

Needless to say that any effective digital marketing campaign begins with setting the proper digital marketing plan which starts, in turn, with a clear digital marketing objective.

 

The digital marketing objective you decide on for your digital marketing campaign should te SMART (Specific, Measurable, Attainable, Relevant and Timely). You need to think first about how they will align smartly with your overall business’ goals and your key performance indicators (KPI’s).

 

The next and vital step after defining your campaign’s objective is to start projecting some nominal KPI targets, how you will measure the success of your plan, and which digital marketing metrics you will use to monitor your success.

 

That’s why we providing this guide contains three main parts:

 

Let’s start out guide to stop panicking about next month or next year and start crafting a stunning plan that can pack a powerful punch.

 

The Most Important Goals & Objectives for any Digital Marketing or Social Media Marketing Plan:

 

 

1. Boosting Sales:

 

It’s the top-level digital marketing objective for almost all businesses. Needless to say that businesses or brands work and keep working to boost revenue and increase the amount of money coming into their businesses.

 

Social media it’s becoming a more popular strategy to boost revenue with over 53% of Canadian shoppers use social media when making shopping decisions.

% of Canadian Shoppers Who Use Social Media When Making Shopping Decisions (2017 Vs. 2018)

 

 

How to Measure Sales or Revenue Growth:

 

You can track your revenue using Google Analytics. If you are using Facebook ads, you can use Facebook Pixel.  If you are an e-commerce website, Ecommerce Tracking in Google Analytics might be more suitable.

 

In terms of metrics to track revenue growth:

  • Revenue from ads: How much revenue is your digital advertising achieved?
  • Signups/Revenue:  How much sales/revenue is your marketing channels achieving? Or How many sign-ups?

 

2. Lead Generation:

 

Lead generation is the process where a possible customer is required to fill in contact details to get more information about a product/ a service so that companies can get direct access to their potential customers to start persuading them. We can say that lead generation is just the bridge between marketing and sales. The hardest efforts rely on sales and direct marketing to persuade customers with the make an actual purchase.

 

Lead generation is typically used by businesses with a long sales process, for instance, insurance, banking, real estate, education, IT software, and security services. It’s more likely to be used by B2B companies as it ranked the top of digital marketing objectives for 68% of B2B marketers in Australia.

 

Globally, generating sales leads is also ranked as the top 2018 marketing objective for B2B marketers.

 

Digital Marketing Objectives in Australia – 2019 Data

 

 

How to Measure the Effectiveness of Lead Generation Campaign:

 

Whether your leads are coming from organic traffic, paid traffic, content marketing, referrals, etc, it’s essential to track them to help shape your coming campaigns. Here are the top metrics you can use to measure your lead generation campaign’s success:

 

  • Cost per Lead (CPL): The cost you spent per each lead before they become a paid customer/client.
  • Lead Qualification: It gives your insights on which particular leads you will prioritize in nurturing.
  • Click Through Rates (CTR): It tells you is how relevant your lead generation campaign into a particular lead segment/category.
  • Conversion Rates: It shows how many of those who clicked on your links or campaign channels actually perform a prescribed set of actions that will turn them into leads.

 

 

3. Branding / Increase Brand Awareness:

 

How will you build up your brand image so the audiences see you the way you want them to see and conceive? This is the concept of brand awareness objective.

 

Brand awareness is the degree of a brand’s consciousness in the minds of its target audience.

 

In niches crowded with competitors, it’s critical for many businesses to plan and launch brand awareness campaigns that help them to retain and grow their market share. Brand awareness campaigns support increases in lead conversions as it can affect positively on increasing lead conversions.

 

It’s important to mention that 86% of companies that need to increase brand awareness, achieve it using online influencer marketing. Also, increasing brand awareness is considered the primary objective for marketers on Instagram.

A Pie Chart Shows the Primary Goals for Marketers on Instagram in 2018

 

 

Digital Marketing Metrics to Measure the Effectiveness of a Brand Awareness Campaign:

 

  • Website Traffic.
  • Organic and Paid Search Impressions.
  • Advertising Banner Ad Sessions.
  • Online Reviews.
  • Increase in Social Followers, Social Impressions, Social Engagement.

 

4. Driving Traffic:

 

Driving traffic to your website/blog is a step further from having a good brand awareness. According to Buffer, 60% of marketers use social media marketing to distribute their content and drive traffic to their websites. This goal is much more likely to be created for budding entrepreneurs who start a new business.

 

How to Measure the Success of a Traffic-Driven Ad Campaign:

 

Google Analytics is the king in this case and here are some elements you need to track:

 

  • Traffic from sources you depended on: How many visitors are coming from each source?
  • The share of overall traffic: How much of your overall traffic does (for instance from social media account)?
  • The bounce rate of each source: What is the quality of the traffic from each source?

 

 

Read more from the Source:

Digital Marketing Community (DMC).