Run time: 56 seconds
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Are you using the right measurements for each marketing channel?
I’ll summarise the main options, however, we have a post which provides a lot more information.
- Websites – I always recommend setting up website conversion tracking because there are other measurements that can help, but this provides insight.
- Social media – look at engagement rates and click-through rates rather than follower counts.
- Email marketing – this depends on how you’re set-up, but open rates and click rates are the things that matter.
- SEO – if you’re trying to position higher in search engines for certain keywords, you want to look at SERP ranking but also click-through rates and the quality of that traffic.
- Digital advertising – this is heavily dependent on setting up conversion tracking.
It’s important however to not look at any of these channels in isolation, but this post will give you some scenarios as an example.
Next week, we’ll be looking at how to measure the seemingly immeasurable.
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