5 Tools for Measuring Your Marketing Campaigns
The results are invaluable
In our vlog this month, we talked a little bit about why you should track your marketing efforts and a couple of quick ways to get started. There is nothing more valuable than knowing the results of your marketing efforts, and no better way to improve your next campaign. Here are 5 tools that you can use to easily get started in measuring your marketing campaigns!
Each social channel has some kind of analytics built-in. This is a great way to get some quick facts about how effective your efforts are on these channels and find things that you could improve on. Twitter analytics, for example, can show you all sorts of great information about your followers: where they’re located (country and even state), what their most common interests are, how your following has increased (follows and unfollows), gender, and even other people that your followers follow (is your head spinning yet?). You can also take a look at which of your tweets are most successful, and if you verify your website you can see who is tweeting your content! If you can’t seem to find Twitter analytics on your profile, it may not be set up. This article talks a little about how to get Twitter analytics up and running. LinkedIn provides similar details on your company page: how many people saw your updates, who your followers are (seniority, industry, company size, and more), and which of your posts were the most engaging. Check out each of your social channels and use the tools they give you to measure your efforts.
Here is the meat and potatoes of your tracking efforts, and better yet this fool is free! Google Analytics is your way of tracking how people are interacting with your website. If you don’t already use it, you should know that you can find out things like where your visitors are on your site right now, how long they were on your site, how many pages they viewed, what pages they viewed (your blog? your newsletter sign up? product detail pages?), if they were on a mobile phone, where they came from (Google? Facebook? A partner company’s website?), and much much more. You have an opportunity here to really learn about how people use your website. These are just a few of the things that you can do with Google Analytics, but this is a really powerful tool that can do a lot more. At Getfused, we do regular reports for many of our clients to help them really understand all of the data here, and find actionable items for them to improve their marketing efforts. Get in touch with us to learn more about how we can help you track your marketing efforts.
If there’s one thing we can’t say often enough to our clients it’s to use campaign URLs. Essentially what these allow you to do is track your marketing efforts on a more granular level and how effective they are at bringing relevant users to your website. All you have to do is pick the URL of where you want to send someone on your website and add a source, campaign medium, and campaign name. Use the URL that Google generates then gives you in your marketing materials(emails, Facebook Post, Twitter ad, etc...) and voila! Your new stats will now show up in your Google Analytics profile, and you can see just how well your campaigns are working. Here’s Google’s Campaign URL Generator, add it to your bookmarks and never forget it!
Hashtagify is a tool that we’ve recently started using that we have really enjoyed. Whether you’re an expert hashtag user (hashtager?) or you hardly understand them at all, Hashtagify will help. This tool is free and is great for helping you learn about how hashtags are being used on Twitter. Just for an example, let’s talk about the hashtag #Marketing. Using Hashtagify you can find out other hashtags relevant to #marketing like #social, #branding, #SEO, and #advertising. The larger the circle, the more that hashtag is used. The wider the bar connecting two hashtags, the more often those hashtags are used together (or, the more related they are). You can check out the hashtag’s popularity over time, and how popular it is compared to other similar hashtags. No longer will you feel as though you’re just guessing at which hashtags will be good for you to use. Use this tool to even see how your unique hashtags are doing – just keep in mind they have to be used a decent amount for data to show in this tool.
If you’re familiar with Klout, first know that this is not the end-all be-all of your marketing efforts. With that mindset out of the way, it can still be a useful tool to see how you’re doing and find other influencers. Klout is a tool that measures social media “influencers”. You can sign up for Klout with your social profiles, and it will take all kinds of measurements: how often people retweet you, how many conversations you engage in, how many followers you have, to name a few. With this, it gives you your“Klout Score”.This is a great way to casually get an idea of how your social media efforts are doing. Klout also gathers what you talk about and categorizes you so that you can see other people in your industry talking about similar things. This can help you find people to engage with on your social channels, but also help you measure some success.
In summary: track your efforts! The tools are there ready for you to use, and new and interesting tools are coming out all the time. You don’t have to feel aimless in your marketing efforts, and tracking will only help you do better in the future.