With the growth of digital and social media, it seems that there are more and more data available for your marketing communications every day and almost as many tools to analyze them. This information overload can be overwhelming, but don’t throw your hands up and say, "There are too many numbers! I don’t know which ones matter, so I'm not going to measure at all." That’s the worst thing you could do for your business. It's just as bad as trying to measure everything.
Invest smarter, not more
There are plenty of best practices ebooks and resources out there to help you determine which metrics you need to monitor to improve your return on marketing investment. But before diving into any 20-plus page documents, here are three metrics that can help you invest your marketing dollars wisely.
1. Engagement rate on social networks
2. Google AdWords performance measurement
3. Goal conversion rate on Google Analytics
The success of your marketing investments hinges on your ability to select meaningful metrics and connect them directly to your company’s leads and sales. Knowing which marketing tactics are converting not only lets you know where to reallocate your funds but it gives you clues about your customers so you can tailor your communications to make their experience personal. Having this information also enables you to predict what your pipeline will look like in coming months.
What metrics are you currently using to measure the success of your campaigns? Tell us below.
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