Feedback. You can find it in every walk of life, at every stage of life. Sometimes it’s unsolicited, but most times, it lets us know how we’re doing – in school, at work, with our new fitness regimen, or when trying a new recipe.
Marketing is certainly no exception. Feedback is critical for the implementation of a successful marketing strategy. Bottom line: if you’re not measuring, you’re not marketing.
The problem is that metrics and analytics are not terribly sexy concepts, and the prospect of having to look at numbers and graphs sounds daunting and downright boring. So, you might not care much about marketing analytics, but if you like results and continuous improvement, it’s time to start caring.
Many construction and home service businesses are busy doing what they’re in business to do. As such, their marketing efforts consist of throwing money at the odd newspaper or magazine ad, saying yes to digital ad salespeople who visit once a year to renew their contract, sporadically posting to social media, attending a few networking or trade events, and paying for a website whose content rarely or never gets updated.
But to what end? No company, large or small, likes to throw money out the window, but that’s exactly what a business is doing if no one is reporting back on the results of its marketing investment.
Monitoring results does not have to be complicated. If something’s working, do more of it. If something’s not working, change course. And the nice thing about digital marketing? Unlike traditional marketing channels like print media, billboard advertising, and posters, a business can easily and precisely assess engagement with native (built-in) or add-on analytics dashboards. Here’s a general framework for measuring your marketing:
While some platforms have built-in analytics, there’s nothing more powerful than Google Analytics. Here’s how to get started using Google Analytics. This is a robust dashboard, offering the ability to dig really deep into web traffic metrics. We’ll be writing more on this topic soon, specifically about the most important metrics to track on an ongoing basis.
All email marketing platforms (we use Constant Contact) include native analytics, which are generally sufficient for learning what’s working and what’s not. If you want more in-depth analytics, most email marketing platforms also integrate with Google Analytics. Refer to the knowledge base for the platform you use for how-to information.
Each social media platform offers its own analytics. Here’s a list of where to find metrics on the more popular ones:
First of all, analytics aren’t offered for personal profile pages, but given that you’re a business, you have a Business Page, right? To access your page analytics, simply select “Insights” from the secondary menu.
Twitter was late to the game with Analytics, but they finally added them in August of 2014. To access your analytics, simply go to analytics.twitter.com and log in.
Page Admins can access Company Page analytics about visitors, updates, and followers by switching to the Admin View and selecting Analytics from the Page menu. To get to the Admin View, simply select “Manage Page” from your main Company Page.
Instagram is becoming a popular marketing platform choice for businesses of all types including those in the construction and home services industry. However, Instagram currently only offers analytics to accounts with high levels of engagement. So how do you find out how your Instagram posts are performing other than looking at each individual post? By using a social media management platform like Hootsuite. Not only does Hootsuite allow you to schedule and manage posts for all of your social media accounts from one dashboard, but it also provides analytics for all platforms connected to your account, including Instagram.
YouTube account owners can access analytics by going to studio.youtube.com and selecting the Analytics option from the left-hand menu.
Analytics are available to Pinterest Business Account owners and can be found in the top Page menu with options to view an overview, or specific metrics pertaining to profile views, people you reach, or your overall audience.
While you can dive really deep into analytics, measuring your marketing is not an all-or-nothing proposition. Every step you take to learn more about which marketing activities are effective and which are not is a step in the right direction, where marketing ROI is concerned. So start with measuring website traffic sources and behaviour and add other channel analytics as you get more comfortable.
If you would prefer to focus on your core business and outsource your marketing management (which includes monthly marketing reporting), contact us at Truss Marketing to get started.