Ok, you don't technically measure everything. Still, revisiting each element of your campaign and analyzing how it performed individually and as a part of the whole is key to improving your marketing performance.
You need to look at a wide range of metrics in order to evaluate the success of your campaign.
If you want an overview of your offer’s performance, start with the analytics tied to your marketing offer’s landing page, such as:
- Conversion rate
- New leads
- New customers
Yikes! What if your offer’s performance was poor?
Different metrics tell different stories. So, if you performance wasn’t what you were hoping for, take the time to find our exactly which metric needs to be improved. For example:
If the number of landing page views was low, you need to work harder to promote the offer and drive traffic to it.
If the conversion rate of the landing page is low, you need to focus on creating a more compelling offer, optimizing your landing page, or making sure that you’re driving the right traffic – the people who will be interested in your offer – to the landing page.
If the number of new leads the offer brought you is low, you’re not reaching new people. If your offer is performing well but only among existing contacts, focus on expanding your reach with blogging, social media, hashtags, and other channels that reach beyond your current fans. You can also encourage your existing contacts to share your offer with new people.
If the number of customers the offer brought you isn’t very high, that could mean your workflows aren’t successful at qualifying leads to convert them into customers. You might need to revise the workflows and make them more powerful. If the leads you’ve gotten aren’t really potential customers, you may also need to think about whether your offer truly appeals to your ideal buyer.
Don’t forget to look at how you promoted your offer…
The same idea (measuring key metrics) applies to the rest of the components you used in your marketing campaign, such as your calls-to-action (CTAs), email blasts, blog, and social media.
You should be able to explore the number of new leads and customers you generated from each channel, and you should also have access to key performance indicators that give you cues on how to improve the final results of your campaign.
For instance, there are two key metrics that you can monitor in order to improve the effectiveness of your CTAs:
- View-to-click rate
- Click-to-submission rate
If the view-to-click rate of your calls-to-action is low, make the design of the CTA and the way you present your offer more compelling, so that more of the people who see the CTA choose to click through.
If the click-to-submission rate of your calls-to-action is low, focus on optimizing your landing page and making it perfectly aligned with your CTA and buyer personas.
The metrics behind lead nurturing and email marketing overlap. They show the performance of your email blasts and the extent to which recipients engage with your email content.
For automatic lead nurturing emails and email blasts, the key analytics are:
- Click-through rate
- Unsubscribe rate
If the open rate or click-through rate of your emails is low, that could mean that your email subject line or offer isn’t appealing enough to the recipients, or that you haven't targeted your emails well. Start by tweaking your subject line and the copy in the email, or spend more time on segmenting your email list. (Note that while open rate is a helpful metric, it isn’t very reliable).
When it comes to promoting your offer with blogging and social media marketing, here are some of the key metrics that you need to monitor:
- Blog post analytics
- Page views
- Inbound links
- CTA click-through rate
- Social media analytics
- Link click-through rates
Each of these individual metrics can help you identify weaknesses and strengths in your marketing campaign. However, don’t forget about the bigger picture – stay focused on the number of new leads and customers your campaign (and each of your channels) generated.
As you begin developing your next stellar marketing offer, make sure to incorporate the things you learned from this offer, and adjust accordingly!
Download our ebook to for a thorough guide to every step of the process...
Just in case you missed them, here are the other posts in this series:
- What Makes an Excellent Marketing Campaign?
- Effective Inbound Marketing Campaign, Step 1: Develop an Offer
- Effective Inbound Marketing Campaign, Step 2: Killer Landing Pages
- Effective Inbound Marketing Campaign, Step 3: Automated Lead Nurturing
- Effective Inbound Marketing Campaign, Step 4: Tell Your Tribe
- Effective Inbound Marketing Campaign, Step 5: Promote Your Offer
And download our e-book now to learn everything you need to know to build an effective inbound marketing campaign, from start to finish!