How to Analyze Digital Media Performance

Modern-day digital marketing is the foundation of any marketing campaign. The rise of social media and SEO has made it easier to get involved in B2B online.

Social media, as well as traditional email marketing, have made it possible to share your content with prospects and clients via a variety of platforms. This can help you increase your marketing spend and improve your bottom line.

How do you determine if your digital media campaigns work?

Here's a short video that will help you understand the basics of measuring digital media campaigns. It was created by Zaryn @ Market & Hustle.

Quick Takeaways

• 
  Marketing campaigns using digital media are essential for increasing brand awareness among prospects and leads
  

• 
  Customers who have already purchased can build trust in their brand and recognize them.
  

• The most important piece of the puzzle is providing people content they want to read .

This is the big picture to help you understand metrics and what they should be important for your business.

Identifying Key Performance Indicators:

If you don't know what's working, why bother putting all that effort? You must define your key performance indicators (KPIs) when creating content marketing processes.

Here are some examples of KPIs:

• 
  How a content marketing campaign affects your sales team's productivity
  

• 
  The percentage marketing-generated customers and the amount of business earned through content marketing
  

• 
  How to measure hours spent on content marketing versus money spent on ad spend
  

KPIs are your benchmarks to success. Every other metric defines your KPIs.

Growth in followers and engagement

A simple way to measure the success of social media is by how many followers you have and how often your posts are being shared.

To see which posts have led to customers or prospects, click through to your profile. Click the Follow button to keep up-to date with your company.

Socialmediaexaminer.com says:

It is important to have more social media followers. Higher numbers mean higher engagement and more traffic.

Engagement is more important than followers. Engagement can be defined as any comment, like or share made to your post. Increasing engagement will lead to social media platforms suggesting your content for their users.

Digital marketing is all about being on the first page of someone's social network timeline. This can be achieved by creating quality content that is relevant to each platform, and keeping track of what has been successful and what isn't.

Conversion rate

Source Disruptive Advertising

While views are wonderful, what happens once the first click is made? Are they just browsing your site? Is the reader sharing your website? Are they buying your product?

The conversion rate is a measure of how many prospects become customers. This metric will be the defining metric of your content marketing efforts. Your top goal in content marketing should be to convert prospects.

Many times, the places you produce and publish media can provide you with excellent analytics tools that will help you determine which ads or content are converting the most.

You can make informed and better decisions about what media you want to use by determining what content is most successful across which platforms.

Value comparison between efforts

Analyzing your digital marketing campaign is all about deciding the best media mix and how much. Here are some tips to help you compare your success in blog writing and distribution.

Blog writing:

Your website traffic is dependent on your blog. You can attract new customers to your site by writing great blog posts and publishing on a regular basis.

This is obvious, but when was your last time you checked on the metrics of your articles? You can monitor your lead generation and conversion rates using SEMrush or Google Analytics.

Time on Page is another easy metric to be included in your content category.

Monica Carol, Team Bonding NYC:

"There is a strong correlation between the time spent on the page by users and the quality of leads."

Quality content will encourage users to stay longer and be more interested in it. This can lead to a higher average page time per user. Quality content leads to quality leads.

Email marketing:

You don't have to use SEO techniques to share your content. Mailchimp, Constant Contact and other sites have helped you grow your email list and keep your customers informed.

Like other SEO tools, email marketing services that are successful offer great metrics such as open rates, conversions rates and forwarding rate (not to forget what times your emails have been the most successful).

You can test different formats and release times to find the best format for your email marketing campaigns.

Customer retention rate

Source: Marketing charts

What is customer retention? Customer retention is the percentage of customers who use your product consistently over time. Other companies use churn rates to measure retention. The percentage of customers who leave within a certain time frame.

It is difficult to achieve customer success. While a company is trying to figure out how to make them stay, the time and energy required to establish a customer that is successful can drain it.

The only way a company will succeed is if it can attract and retain customers at a cost that is minimal or negligible compared to the return on investment of that customer (about 3-5x this cost).

How can you tell if your digital media efforts are retaining customers? There are a few options!

Ask With your email marketing efforts, you can use surveys to find out who is using your product or service for a longer time. Because people want to feel that your company cares about them, this builds brand trust.

Analytics – Websites often show you how many of your customers are repeat customers. It is a great way to reach your KPIs by digging deeper into the additional layer to find out how many of your digital media efforts are responsible.

Take a look at the voices on your social networks – This will give you an idea of how many customers you have and whether there are any older clients driving the conversation online.

Take a bow

It can be difficult to find the right metrics for your digital media efforts. But this list is a good place to start. It is important to understand that you must be able to combine small metrics into a larger picture. A great digital media campaign will yield results with critical thought and analysis.

It's now time to identify your key metrics. Now, get to work on finding out what has worked well with your digital media campaigns.

You want to implement some of the strategies shown on MIG's website but need advice or help? Marketing Insider Group is home to a group of 35+ writers who are ready to create content for your business. Get a consultation or check out our blog content.