3 reasons to start tracking your digital marketing
And how to start…
Quick question: do you track your digital marketing efforts?
Tracking all of your digital marketing can feel a little complicated. But it really doesn’t have to be. If you know how, and you know what to look for. But if you’re thinking “why should I track my social media marketing/website content/email marketing?” then keep reading because I’m about to tell you why!
How can you know what content is converting, if you’re not keeping track of what you create?
Whatever your goals, you need to keep track of the content you’re producing and which content is working. You can then tweak your strategy to include more of what is working to help you reach your goals.
Some metrics you may look at could be:
If you want to increase brand awareness, then look at impressions, reach and video views
If growing your brand on social media is the goal, you’ll want to keep track of follower count, reach, and which content is increasing your following.
For an increase in website traffic, look at overall website traffic, as well as click through rate (how often people are clicking through to your website from your posts), and which posts are causing that increase in traffic.
If you’re measuring an increase in sales, you might look at the number of enquiries from each platform, website enquiries and email sign ups (and subsequent sales from emails).
You can stop spending time creating content that doesn’t work for your brand.
Being a small business owner means you wear a lot of hats, and you will nearly always want to be saving time wherever possible. It frees up more time to work on other areas of your business, right? Well by tracking your content, you don’t just know what your audience loves to see, you’ll also see what they aren’t interested in. And by doing that, you can then stop creating that type of content, and focus your time on creating content your audience loves, or on other areas of your business.
You’ll know what areas of your customer journey need improvement.
It takes time to make a customer journey that converts into regular sales. But the only way to know the areas you need to improve on, to maximise this, is by tracking every part of your marketing, and customer journey. Keep track of your metrics and ask yourself where improvements need to be made.
Maybe your social media marketing is drawing people to your website, but something about it isn’t resulting in enquiries. Is the language you use between the two different? Is your website easy to use? Is it easy to find a contact form, or sales page on your website? Or is your website taking too long to load?
On the flip side of that, your website might get you some fantastic enquiries, or sales from ideal customers, but there aren’t as many as you’d like and is that because your social media content isn’t hitting the mark?
If your goal is to increase the community around your brand and you’re incorporating email marketing to that, which opt-in freebie gets you the most sign ups? Are any? If not, then ask yourself why? Is it because you’re not promoting these enough? Or is it because the freebie isn’t something your ideal client actually wants?
If you don’t know how to start tracking your digital marketing efforts, I’ve got something for you…
I’ve created this really easy-to-use tracker that keeps everything in one place. It’s on Google Sheets, so it works just like Microsoft Excel, and it includes all the metrics you could possibly want to track. All you need to do is download it using the form below, create a duplicate file and personalise it to suit your brand goals!
