Every business that invests in marketing, whether you outsource it to a marketing agency (like Hadleigh & Co) or run campaigns in-house, needs to know whether it’s getting a return on investment (ROI). By setting measurable objectives for all your marketing activities you are able to track how customers and your wider target audience engage with your business and which ones actually deliver the best results for you to grow.
With the amount of marketing tools available constantly changing (i.e. social media, email marketing, campaigns etc.) digital marketing enables you to analyse the results of your marketing activities to see which ones have worked well, those that may not have worked at all and others that you may be able to slightly tweak to achieve a better result.
For example: Google Analytics and SEOptimer are great online tools that allow you to quickly view and analyse website data. They give you a deeper understanding of your customers so you can deliver better experiences and drive results for your business— plus they are one of the few tools that are actually free!
So, what do we do with all this data?
With all this information it is critical that you take time to analyse the results of your marketing activities as there is no excuse to ‘winging it’ when it comes to marketing. Every decision you make should be informed by data otherwise what is the value of having access to it if you’re not going to use it to improve and grow your business.
For example: Do you have a high engagement rate on one or more of your recent Facebook posts? Make sure you delve into your Facebook insights and identify what you could learn for future posts. Do you have a low email open rate? Perhaps you need to re-think your subject headers and come up with something that’s more engaging or tailored to solve your customers need. If you are using a marketing platform such as Mailchimp or Active Campaign to send out your emails review your insight reports as they help you build stronger relationships and get better results with each campaign. If you are running a marketing campaign, how many quality leads is this bringing in to the amount spent?
Yes, there’s no denying that there is loads of data available and it can be difficult to identify which one is more important than another. However, by using the most relevant and effective data that gives you a holistic picture for your business you can continually review and reassess your approach and see whether you are successfully achieving your objectives. This will then help give you an informed overview to decide how and where you would invest your future marketing budget.
What metrics are you using to measure your marketing efforts? How do you know what you are getting in return? How can you quantify the results of your marketing efforts to make sure they are worth the money spent?
Kate and Tanya
Directors, Hadleigh & Co
Need help with planning your marketing?
At Hadleigh & Co we are a professional marketing consultancy for small to medium sized businesses. We strive to understand our clients’ business to provide the right advice and successfully execute tailored marketing solutions that work. By investing in us, our advice could help you to prioritise and focus to effectively allocate your time and resources helping you achieve more return on investment from your marketing budget.
Our marketing packages
We have created three marketing packages to step you through the marketing and business development process from planning to delivery your key targets for successful growth. They can be tailored to suit the individual business needs.
Contact us today
Contact us today to book your free 30 minute business marketing consultation and explore how our services could help benefit your business. We will get to understand your business goals, the challenges you may be facing and what it is that you want to create to take your business further.