Measurement in marketing – how to create effective marketing metrics

Once you have set clear marketing objectives – you should decide on what you are going to measure within your marketing strategy and promotional campaigns.

As the management guru Peter Drucker said: “What gets measured, gets done.” How do you know what’s working and what isn’t, if you don’t measure outputs and response rates? Here are some of the things you can think about, with regards to marketing metrics and measurement:

Measuring marketing outputs

Set targets for all 0f your marketing outputs, i.e.

WEBSITE
* Total number of indexed pages: initially, aim for 100
* Blog posts: number published per month + target wordcount
* Unique Visitors per day / month
* Bounce rate
* Page impressions
* Popular times of day to visit your website
* Average time spent on site
* Page views
* Referral traffic i.e. traffic arriving from other websites
* Backlinks

NEWSLETTER
* Subscribers, open rates, click through rates, bounce rates

SOCIAL MEDIA
* Twitter Followers, ReTweets and comments
* Facebook connections, Likes and Follows
* LinkedIn connections, conversations, meetings

MEDIA RELATIONS
* Number of media contacts
* Number of press releases sent
* Number of articles placed
* Number of interviews
* Number of media mentions
* Volume of media space attained

EVENTS
* Number of networking events attended per month
* Number of talks given per month

Measuring marketing inputs

SALES ENQUIRIES
* How did they find you? (Which of your promotional techniques are working and which aren’t?)
* Sales enquiries (total and by promotional technique)
* The average cost of a sales enquiry
* Promotional ROI (Return On Investment)
* Conversion rates

CUSTOMER
* Retained customers
* New customers
* Referral rate

Even a little information will help you to see trends, in terms of what is working and what isn’t.

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