Not so long ago, marketers had to wait a really long time to manually look at the results of their campaigns. They looked at things like hand ripped out coupons, sales during the time an oh-so-creative ad ran compared to when it didn’t, or the number of post cards and magnets they mailed out.
Unfortunately things like magnets and billboards were virtually impossible to track and marketers sat on the sidelines knowing they were wasting part of their budget on certain tactics but had no idea which part.
Fortunately, tracking marketing metrics has come a long way. Very rapidly in fact. So rapidly that many marketers and PR pros know that they can be tracking their efforts to find out exactly what’s working and what’s not.
But, many of us aren’t sure which ones matter and aren’t taking advantage of technology, data and tracking tools because we don’t know how.
For example, one of the lessons I had to learn was the huge difference in the amount of traffic a piece of my content brings to my site compared to the percentage of leads it actually brings in. I assumed they would just naturally correlate but they don’t.
I was shocked to see the discrepancies in traffic from a post compared to how many people visited my site from a piece and actually spent time on the site or registered for a demo of my company’s software. Now, I hardly look at traffic—I care more about the number of conversions (or leads) my piece acquires.
I also found that tracking social media shares of one of my pieces that is meant to be a thought leadership piece is also more important than just simple clicks back to my company.
Luckily there are more and more resources to help us. Blog posts, eBooks and webinars just to name a few.
Speaking of webinars, GroupHigh is hosting one on Thursday the 8th with Gini Dietrich of Spin Sucks where she’ll be talking about this very topic.
So if you are in the same boat as so many of us, you might want to join the discussion where Gini will be providing:
- Stats on how content drives more qualified leads
- Case studies on what works and why
- How to use calls-to-action to create your metrics
- And which soft and hard metrics to track
I would have paid good money last year for this type of information which is sure to take anyone’s campaign from unsure to awesome.
You can sign up for free here to join us: http://bit.ly/18YV3vh