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“Look how many Likes we have!” … sound familiar?
Likes? Followers?How do they impact
our bottom line?
STOP! How Do We Measure Our Marketing Efforts?
Why Measurement is Important
Marketing MeasurementAnswers Questions Like…
Is our marketing strategy a success or failure?
What does “success” look like?
Are we wasting money on ineffective marketing tactics?
Which marketing tactics produce our best outcomes?
How do we clearly communicate our needs & expectations to a marketing firm?
What’s Your Marketing Story?Business A Business B
What’s Your Marketing Story?Business A:
“We ran a half-page ad in the local newspaper, were featured in a local TV news segment, & published some blog articles and social media posts.
“A few customers mentioned seeing us in the newspaper and on local television.”
What’s Your Marketing Story?Business B:
“Our full-page newspaper ad drove 1,245 website visits and 230 sales worth $19,850.”
“Our Facebook ad campaign reached 9,650 people in a specific zip code, drove 275 website visits and 85 sales worth $14,625 (374% ROI).”
Which Tells a Stronger Story?Business A Business B
Which Tells a Stronger Story?Business A Business B
Measuring What MattersWhat do you want to achieve?
What does “success” look like?
Organizational Objectives
Revenue
Leads
Lead Quality
Brand Awareness
Product Awareness
Market Share
Consideration
Repeat Sales
Customer Service
Return on Investment
Aligning KPIs to Objectives
Objective: Increase Revenue
Objective: Increase Revenue
Direct KPIs:• Total Revenue• Sales Volume• Avg. $ Per Sale
Indirect KPIs:• Sales Call Volume• Visits to Online Store• Products Added to
Online Shopping Cart
How would your business collect this data? How often? By whom?
Objective: Increase Brand Awareness
Objective: Increase Brand Awareness
Direct KPIs:• Purchase Intent• Brand Equity• Net Promoter Score• Share of Voice
Indirect KPIs:• Ad Impressions• Media Coverage• Social Media Reach• Site Visits via Search• Site Visits via Referrals
How would your business collect this data? How often? By whom?
In Summary…Identify Organizational Objectives
Set KPIs That Align With Objectives
Build a Measurable Marketing Strategy
Collect Data on Marketing Tactics
Evaluate & Adjust to Improve Results
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