If you’re an executive or a manager and while looking at your marketing report – or have listened to your staff report to you – ever found yourself just overwhelmed with too much stuff?
That’s fair, digital marketing creates a wall of information, and sorting through it to decide what’s essential and actionable can be daunting, even if you are an expert. You still need to hold your team (or vendor) accountable, though, and that can be tough when you’re not sure what is truly a priority.
You have a thousand other things to do during your day, this is just one of those things. You need to keep it high-level, but detailed enough that you’re getting the complete picture.
So, let’s make this simple.
Let’s go to the doctor.
Imagine if every time you visited the doctor they hit you with an X-Ray, CT Scan, MRI blood work – the whole litany of what modern medicine can bring to bear – it would be days or even weeks before you found out if there was anything you needed to be aware of.
That’s why doctors do checkups, they check your vitals because these few things at the top reveal any underlying issues you should be aware of. Digital marketing, and marketing in general, is no different.
So when you get a report from your department or vendor, there are primarily 3 numbers that you, as an executive or manager, need to be aware of when it comes to your digital marketing.
This is the gas pedal of your digital marketing; however much money you spend has a massive difference in the performance of your campaigns. If this is fluctuating wildly month per month it can be challenging to figure out the underlying metrics and why they may be up or down compared to the previous period.
This is how many people saw your ad and found it interesting enough to click on it to get more information. The reason why this is such a good indicator for your campaign is it shows you how effective your ads are performing as well as how your audience targeting is too.
If you’re targeting the right audience with the right message, you should expect this to go up. If you’re missing the mark – either because the ads are underperforming or the audience that you’re targeting is not interested in your services any longer – you should expect this to go down.
This is how much it costs you, at any given time, to land a lead. Either a person calling you, filling out a contact form, live chat, or possibly a sale if you do e-commerce. This is an overall metric of your campaign health, including your website and in some cases your sales material. If this number is not ideally where you need it to be, then it needs to be one of the first things you should look to lower.
Ultimately your cost per lead is going to dictate how many leads you get for your marketing budget.
If you can keep your eye on these numbers:
That’ll give you a good indication of your campaign’s health and allow you to make sure your digital marketing is heading in the right direction.
If you’d like to get more out of your digital marketing and would like to see the same success as what our other clients have had, please reach out and we’d be happy to meet with you.
