Measuring a Digital Marketing Strategy to Take Your Product or Business to Launch
By Alex Wall, Digital Marketing Strategist for Roar Media
The pillars of a successful digital marketing strategy are relatively consistent, but that doesn’t prevent seasoned professionals from getting overwhelmed by the hype of emerging technologies and capabilities, or from being pressured to implement everything shiny and new. Fortunately, digital marketing lends itself towards being tracked and measured.
Your digital marketing strategy when you go to market should be diversified. It might be tempting to fully lean into the one or two top channels for your strategy or vertical – it might even make sense on paper to do so as you calculate your Return on Advertising (ROA), but don’t. You don’t want all your eggs in one basket, and you can never be completely certain that new regulations or new platform features (think about how often Facebook makes drastic changes) won’t be significant enough to disrupt your lead and traffic flow.
Baseline and Benchmark Metrics
Establishing your baseline and benchmark metrics is important to strategizing your overall campaign and determining your goals. What are the important factors in driving your business towards growth? You’re probably already tracking your sales and your leads, but are you tracking the actions that lead to those?
These small, measurable actions are often referred to as microconversions and they are the tiny movements that keep the gears of your lead generation and conversion machine running smoothly.
Fortunately, there are plenty of inexpensive (or free) online options to mitigate the tediousness of constantly taking your marketing program’s temperature. While how you measure often depends on what you’re doing, there are several hallmarks that play a concrete role in most digital marketing campaigns:
- Google Analytics is a web statistics platform that reports on visitors, session time, demographics and a wide swath of other relevant web traffic information.
- Facebook Insights provide most of the information you’ll need for new or young Fan Page promotion and growth.
- Sprout Social is an advanced social media metrics platform. It will integrate your Facebook, LinkedIn, Twitter and Google Analytics information in one place, and give you demographic and engagement data. You can also manage large social media accounts through a feature called “Tasks”.
- MOZ Analytics measures and improves search engine, social, brand and content marketing performance, including competitor analyses and automated reports.
- Unbounce is a landing page optimization platform that helps you build, customize, split test and perfect custom campaign landing pages. It also integrates with SalesForce and other CRM and email platforms.
- An email marketing platform like Constant Contact, MailChimp, iContact or others. Ideally, this platform should integrate with your CRM solution.
This is by no means an exhaustive list, but it’s a great tool belt for your go-to-market strategy.
Messaging and Positioning for Initial Target Market
Once you’ve made some decisions about the mechanics and logistics of your digital marketing strategy, you need to focus on your messaging and positioning. This begins with research.
You can benchmark against competitors that are operating similar businesses to get a feel for what the norms are, but don’t fall into the trap of becoming a “me, too” product. A successful message is one that says the right thing to the right demographic, so identify that audience as soon as you can, and then start researching.
Establishing your baseline metrics and setting up some of your analytics accounts like we discussed in the last section will put you in an advantageous position to begin collecting traffic data on those who make it to your site, so constantly refer to your data to determine if your messaging is being effective.
Marketing campaigns are, by and large, a process of optimization and perfection, so use these tools and tactics to measure and quantify your results.