To improve something, you must first be able to measure it.
You’re here because you’re finding it difficult to measure your marketing performance.
As marketers, we’ve all been there. Whether it’s multi-channel attribution reporting or simply tracking the return on a single campaign, you’re finding it difficult to get to the right figures.
Finding any answer at all can mean days lost inside spreadsheets and Google Analytics.
If you’re a director or business owner you can never quite believe the data that’s in front of you. If you’re a marketer you find yourself spending time on reports that could be better spent on making the marketing itself better.
In either case the end outcome is an ROI picture that took too long to produce and may not be entirely accurate.
You’re then left with a challenge; how do you improve something that you can’t measure precisely? What should you change? Where should resource and budget be directed?
How do you measure marketing ROI?
Reporting on anything means structure. Metrics need to fit into neat graphs and tables. The neat graphs and tables need to make clear and obvious sense in the boardroom. ROI, at the basic level is simple: how much did I spend and what did I get in return?
But modern user journeys don’t really do structure. In fact, they do the exact opposite.
Users might visit your website and then try out a competitor. They might look up your reviews online and then post about you on social media. They might take you up on a trial offer but then only commit to purchase when they read a compelling blog you produced in 6 months time.
How do you measure ROI in that sort of environment? How do you turn complex user journeys into simple-to-understand reporting that shows you where marketing adds more value and how you can get the biggest return possible for your budgets?
Applying overall structures, such as inbound marketing, and looking at the individual performance of your marketing assets can help you to impose order on the chaos created by the modern buying cycle.
By looking at which blogs produced leads, which live chat prompts satisfied clients and which downloads produced customers, you can start to build a clearer picture of marketing ROI.
And if you have a clear picture of what ROI you’re getting now, you can start to make things even better.
Now you’ve measured, how do you improve your ROI?
We measure anything to boost knowledge and understanding, and to improve.
We want to understand our marketing ROI so that we can dedicate time and resource to areas that produce the best and biggest return.
Use data to understand ROI.
If blogging on one topic results in you receiving twice as many visitors, it may be time to focus more on that topic. If implementing live chat on one website page produced twice as many leads as offering a download, then a week spent on a live chat project is a solid bet to be a good investment. If social media advertising outperforms traditional PPC at a rate of 2:1 then your advertising budget assignment needs to change.
The problem is that when the figures are not clear, or do not provide this level of focus, it is more difficult to make decisions that materially impact your marketing success. Data drives everything that we do in marketing and yet too many of us struggle to find the data points that make all the difference between marketing success and failure.
We believe that agile, growth-driven marketing drives better ROI for businesses that’s easier to measure. Typically most things are managed from within one system, which means that one system can track client touchpoints, where you spend your budget and what you get in return. You can even see the specific client history and journey on the screen in front of you, digging right into the content that led to them becoming a client.
Inbound strategies don’t just provide ROI information; they tell you exactly which blogs, guides, adverts and social posts contribute to your ROI, so you can do more of what works. A marketing platform such as HubSpot provides all the tools needed for successful inbound marketing.
Continuous improvement to website design based on real user data to improve performance over time. It's a more productive method of running a website and it continuously improves ROI. Regular improvement focused on high-impact areas will increase conversion ratio.
Move buyers through conversational sales funnels by offering advice and building a relationship that is personalised. Conversational Marketing leads to higher on-site conversion and more engaged prospects. You get more clients from the same traffic level, upping ROI.
We're ready to talk if you are.
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