The measuring process that follows your marketing is the only way to truly discover how successful your efforts have been.
Measuring your results will give you useful insights that show your level of success, and will also highlight the areas where your customers were the most responsive. You will be able to see which areas you should focus on more.
So where do you begin?
When evaluating your marketing activity, it is important to compare the results directly against the marketing objectives that you set yourself at the beginning of your campaign. Objectives naturally take many different forms, and that means the way you measure your campaign against them can also vary.
One of the easiest ways to measure who has seen your message, is to use programmes such as MailChimp, Google Analytics, Facebook Insights and Twitter Analytics.
If you send out an email to your database through MailChimp, for example, then you can measure the opens and clicks of that email. Better still, the MailChimp analytics will tell you exactly which subscribers opened your email, so you can identify the audience that is most interested.
If you’re Tweeting links to your blog, you can measure how many people visited your blog on Google Analytics. Here, you can see how many people visited your website and which pages they viewed. You can also see information such as how they got to your website, how long they stayed on the page, what time they visited and where they are based. These are great insights for testing what sort of content gets the most attention.
Twitter has also launched Twitter Analytics to mirror Facebook Insights. These are built-in analytics systems that measure the performance of your content on your social channels.
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