Advertising and marketing have shifted focus to digital in a lot of ways. For a small to medium sized business they can make a big impact on their marketing goals through an affordable targeted digital strategy. We see this with many of our clients. The important thing to consider is effectively measuring the impact of your digital campaigns.
Setting benchmarks for success across a company’s marketing landscape comes in many different forms. Three key things to consider when setting your benchmarks include:
There are a variety of metrics that you can track in relation to your website, social media and digital advertising presence. For example, setting a pageviews benchmark for the amount of traffic you are driving to your website. There are many different website metrics that can be measured, identify the ones that have the biggest impact on your company’s marketing goals and establish benchmarks for hitting those statistics.
Identify what digital success means for your company. If you are selling a product establish monthly sales goals. If you are generating referral traffic and rely on customer form injuries, set a monthly number to reach.
Take stock of customer feedback, comments and reviews. Peer influence in huge in how people search for companies and products, so your digital feedback says a lot about opportunities to attract new customers and retain current customers. Develop protocol for engagement and solicitation of that information.
Each of these three areas give you a broad idea of how you can look at digital success. Each business is going to have different goals, but overall, given a solid digital strategy, a little time and solid benchmarks digital can have big ROI on your marketing goals.