SEO Consultant Dylan Brooks presents how to measure and track your digital marketing efforts with benchmarking.

1. Stay On Track
Strategic Benchmarking For Search Marketing
Dylan Brooks
Digital Marketing Consultant

2. Welcome to Masters of Marketing
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A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Insurance Website Roundtable featuring Karly Baker,
Darmini Kara, and Jayci Morrison
This will take place on Thursday, October 17th at 12 PM
CDT

3. Is it important to measure
your marketing efforts?

4. Yet, only 18% of marketers
believe they
accurately measure ROI.
-LinkedIn Study (2018)

5. So, how can we
bridge this gap?

6. What We’ll Cover
The two critical questions for marketing measurement
Why strategic benchmarking matters
How the digital marketing lifecycle affects
benchmarking
When to adjust your benchmarks

7. Marketing Measurement starts
by asking the right questions

8. Key Marketing Measurement
Questions
1. Where are we now?
2. Where do we want
to be?

9. What do these questions
imply?

10. What These Questions Imply
Where we are is evolving
There’s a gap between
where we are and
where we’re going

11. Strategic Benchmarking
addresses both questions

12. Strategic Benchmarking
An approach to
marketing measurement
that evolves with the
needs of your business

13. Why does Strategic
Benchmarking matter in Digital
Marketing?

14. The Business Lifecycle

15. The Advertising Lifecycle

16. The Digital Marketing Lifecycle

17. The Key Takeaway:
Success is not one-size-fits-
all

18. So, how do we benchmark
strategically for each stage of
the Digital Marketing Lifecycle?

19. Start With Measurement Tools
Essential Tools
Website/app analytics
Search visibility tools
Suggestion: Start with
Google
Google Analytics
Google Search Console

20. Benchmarking For Each Stage

21. Introduction
Your website/app is
Brand new
Newly redesigned
Newly rebranded
Focus on
Branded searches
Website/app traffic
increases

22. Awareness
Your website/app is
Gaining visibility in search
Seeing growth in visits
Focus on
Specific product searches
Traffic increases to
website/app from search
engines
User behavior on website

23. Adoption
Your website/app is
Established in search
results
Driving steady traffic
each month
Focus on
Click-through Rates
(CTR) from search
engines
Website/app lead counts
Digital marketing
revenue

24. How do we know if our
benchmarks are correct?

25. Assessing Our Benchmarks
This can be difficult
Digital marketing is fluid
You’re in a cohort of one
One technique to
consider
The two-month rule

26. The Two Month Rule
Look at your website/app
analytics and search
visibility reporting each
month
Only make changes after
two consecutive months (or
more) of poor results

27. Key Takeaways
1. Be agile
2. Consider context
3. Don’t panic!

28. What We Covered
The two critical questions for marketing measurement
Why strategic benchmarking matters
How the digital marketing lifecycle affects
benchmarking
When to adjust your benchmarks

29. Thanks For Attending!
Feel free to ask any remaining questions!
A recording of today’s webinar will be posted at
https://www.resources.getitc.com/masters-of-marketing/
Mark your calendar! Our next Masters of Marketing webinar:
Insurance Website Roundtable featuring Karly Baker,
Darmini Kara, and Jayci Morrison
This will take place on Thursday, October 17th at 12 PM
CDT