Talking about Digital Marketing also means talking about measurement and optimization , as this is the only way to see if your work is producing results and whether they are positive or not. Analysis is important to see where changes and improvements are needed. Without analysis and optimization, your work may be done incorrectly, wasting time and labor.
What happens now is that many companies are stuck with vanity metrics, that is, they measure the results of campaigns only in terms of the number of page views, the increase in Twitter followers, the number of “likes” on Facebook, among other metrics that do not provide the answer to a simple question: How much did this contribute to sales or how can it improve to the point of contributing? Remember that behind every like and every share, there is the desire to win over the customer.
To make it easier to visualize, we have selected some channels so that you mint database can see how they work and what should be analyzed and measured in each of them.
When we talk about Landing Pages , what should we measure? In Landing Pages, it is important to measure the number of visitors, the number of leads, the conversion rate of visitors into leads and the amount of sharing on social networks. This way, you can have an average of how your work is evolving and measure the results.
And when it comes time to analyze blog data, what should we measure on the company blog? Views per post, unique visitors, search engine rankings and conversion rate by keyword, inbound links, shares, traffic source, and the click-through rate (CTR) of calls to action.
Email campaigns: open rate, click rate, unsubscribe and spam rate, conversion rate and number of leads generated, soft hard bounces and IP reputation.
Now let's move on to social networks , which should also be analyzed, such as reach, number of visits to the website, conversion rate and the number of interactions.
Results should be measured frequently, but there must be a time lag between changes so that you can have concrete data. There is no point in taking results from a few days of analysis. Remember that Digital Marketing involves the period from prospecting, relationship building and finalizing a sale. Now it is time to start analyzing, writing down and tabulating the data so that errors can be corrected!
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