Written by Sierra
In the world of digital marketing, there is always something that can be measured. Although it may seem like a wonderful thing, it can have its downfalls. The world of digital marketing is so large, that it opens the door to measure everything, but that doesn’t necessarily mean you should. Instead you should only focus on a fraction of what you can measure. You can learn how to reach the rest later in the future.
Typical analytical approaches:
- Retrieve data
- Analyze data
- Interpret data
Now figuring out what data to analyze and measure may be difficult. Here are some main focus points that should help you along the way:
- What exactly should you measure?
- How to go about measuring correctly?
Finding what to measure
Trying to figure out what to measure ultimately depends on your business. Take a look at the business’s overall goals and make sure that they parallel with your online actions. If your main goal is to increase revenue, you shouldn’t only be using your social media platforms to sell. Try making sure to keep engagement and fan growth in the mix. If all elements are incorporated, there is a higher chance of it translating into revenue.
There are so many metrics out there, that it can be difficult to find the right one. The digital world continuously keeps evolving and more social analytic tools are popping up. Things can get overwhelming in regards to metrics because of the recommendations from blogs and articles. Now it’s obvious that everyone has an opinion and will recommend many metrics. However, it’s up to you to decide what truly matters for the success of your business. So the first of your concerns should be planning out what matters the most to your business.
Once you have figured out the necessary metrics, look at all the platforms you are currently on. Not all social media handles offer the same metrics. For example, while Facebook is able to offer a wide bandwidth of data, Instagram doesn’t offer any analytics besides the general notifications of activity. Continue to list the metrics needed to achieve success, even if the platform isn’t able to offer the information you desire. After you have complied a list of possible metrics, now it’s time for you to sit down and really figure out which ones are going to make your business succeed. A typical primary metric would be those that drive click-through rates to your site from social media. This can be done from posting blogs and gaining the attention of viewers. A secondary metric would be those that bring engagement. Aside from finding metrics that meet your business’s goal, make sure that they are benefiting the goals of the team members. Make sure your metrics align with both elements to ensure the optimal success for your business.
How to measure?
There are many ways to measure your metrics. Now since the world of analytics is immense, there are many different analytics to digital marketing. Here are some recommendations for web analytic tools that will help you measure the performance of your company’s website.
- Google Analytics: this comprehensive tool offers a free version and Premium package, which gives you data about your website.
- Moz: this tool gives you inbound marketing data, visualizations over a period of time, competitive insights and recommendations for improvements.
- Adobe Marketing Cloud: this tool gives you a 360-degree view of your website’s overall performance.
Now that we have discussed some web analytic tools, let’s move onto SEO analytic tools. As you will see some of the same tools are used, but feature specific SEO elements.
- Google analytics: this allows you to access several SEO reports than allow you to see where you rank, the number of impressions your listings are getting and your click-through rates.
- MOZ: this is a great tool when it comes to seeing how your overall social presence has on your SEO over a period of time.
- Hubspot: this SEO tool intertwines all your content, so you are able to easily optimize your whole website. You are also able to spot SEO errors on your site immediately.
Now that you have learned some helpful insights on how to select the right metrics to measure, you are ready to jumpstart your digital analytics.