Measuring your marketing

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Andy Clayton from the Energy Cell Lincoln, presents a well thought through talk. Andy is well vast in marketing and management than anyone I(Nelson) has met before.

Just Why should you measure your marketing?

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  • Work with businesses of all sizes for over 10 years – print, web, brand and marketing – key for us is delivering commercially driven measurable solutions – today we will focus on the later part – measurable. Not an expert in measuring but want to give you some tools and thoughts around monitoring and measuring your marketing.
  • Only 44% of businesses measure their marketing against ROI – 24% say they can’t measure marketing - 84% don’t measure social media
  • Find out where you are currently, maybe you do it well or maybe you don’t do it at all!
  • SMART goals – realistic.How do you know if your successful if you don’t know what success is?
  • Need a system to record the information and then has the ability to sort data – complexity depends on your business so shop around. Could be off the shelf or bespoke.
  • Decide early on the factors you wish to monitor – make sure you are monitoring the right things so constantly ask why am I a measuring this?
  • Which is more important to you? Leads or Sales? – Most only measure leads. But what if one medium delvers less leads but more convert?Where does the quality leads come from that turn to sales? Why is that? Can you do more?Where do the most profitable customers come from?
  • Make sure you have access to analytics – vital to your business growth – how many have analytics? How many look at the data at least once a week?Who opened / Who clicked / where they clicked / how long they stayed / bounce rate
  • Who has web analytics? This is great as they’re free and have loads of info and data, you could spend all day running through it. There are day courses on getting the most of Analytics so I won’t pretend to be an expert – you need to be aware of whats there and then explore further.
  • Opening screen shows overview – choose date range, how many visits, page views, time etc
  • Still on dashboard, more graphical views of data with links to much more detail.
  • I am not an expert but felt it important to mention SM – there’s so much to it that it becomes more than just straightforward ROI so you need to really drill down to what is important to you and what you are trying to achieve! Customer service and sales, brand awareness and tech support.
  • Slightly more difficult – but there are ways.Ask – unfortunately people won’t always remember
  • So you have the data, great, but only if you do something with it. Good start is to bring out the original plan and look at the goals – have they been hit? Exceeded or under? But this is just the start
  • Look deeper than just the success, start to analyse everything - What was clicked? Who clicked it?What does it tell you?What was popular – particular products / services?What type of client did in bring in – young / small biz / new?What didn’t work?
  • Just use the data to your advantage, the more the better but every little helps. The aim is to make sure you learn something from every piece of marketing you do – online, emails, adverts, leaflets, telephone – and then improve it the next time around making your business more effective, efficient and ultimately more profitable!
  • Just use the data to your advantage, the more the better but every little helps. The aim is to make sure you learn something from every piece of marketing you do – online, emails, adverts, leaflets, telephone – and then improve it the next time around making your business more effective, efficient and ultimately more profitable!
  • Measuring your marketing

    1. 1. Andy Clayton<br />Measuring your marketing<br />
    2. 2. The stats!<br />56% say they don’t measure against ROI<br />24% believe they can’t measure marketing<br />84% don’t measure social media<br />
    3. 3. The quote!<br />“Half of my marketing doesn’t work….I just don’t know which half”<br />John Wanamaker, American retail legend in the late 1800's<br />
    4. 4. Think about how you currently measure your marketing<br />Do you measure?<br />How accurate is it?<br />Does everyone do it?<br />How do you record it?<br />
    5. 5. Before you can measure you need to plan<br />Understand your goals<br />What does success look like?<br />What are you trying to achieve?<br />Breakeven point? ROI?<br />
    6. 6. Before you start.. CRM?<br />Record the info<br />Ability to sort the data<br />See trends<br />Get everyone in on the act<br />
    7. 7. What are you measuring?<br />Where clients come from?<br />Who specific campaigns attract?<br />What products did they buy / enquire about?<br />What was the average order value?<br />Footfall? Phone calls? Visitors?<br />Engagement? Recommendations?<br />Page views? Bounce rate?<br />
    8. 8. Measuring leads vs. Measuring Sales<br />Which medium delivers the most leads?<br />Which medium delivers the most sales?<br />
    9. 9. Email | Websites | Landing PagesPPC | SEO | Social Media<br />Analytics<br />Data rich<br />Fast response<br />
    10. 10. Web Analytics<br />How many clicks<br />When they clicked<br />Where they came from (locale and source)<br />Where they went<br />How long they stayed<br />When they left<br />PPC and Organic<br />
    11. 11.
    12. 12.
    13. 13. Social Media - Monitoring<br />Link Shortening Hashtags<br />Drive to website @mentions<br />Followers Retweets<br />Lists Recommendations <br />Connections Friends<br />Comments Likes / shares<br />Unique codes Social Mention / Trendrr<br />
    14. 14. Print | Adverts | PR | Networking | Events | Traditional Media <br />Promo codes Landing page / URL <br />Specific telephone Specific email address<br />Bring in flyer Ask then ask again<br />Press monitoring QR codes<br />
    15. 15. Now Use the Data!<br />
    16. 16. Make the most of the information<br />Go back to your original plan<br />Revisit the goals and aims<br />Was it successful?<br />
    17. 17. Use all of the data<br />
    18. 18. Learn from the data <br />Make amends<br />Change your focus<br />New data<br />Stop a medium altogether<br />
    19. 19. Conclusions<br />Stop wasting money <br />Stop wasting time<br />Become more efficient and effective<br />Improve profits<br />

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