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There are many metrics that are easy to measure when it comes to content marketing: pageviews, time on site, bounce rate, etc. But when it comes to lead generation, proving attribution and ROI on your content is tough. And we’re not talking about overcooked beef tough. What we’re talking about here is more like bringing Matt Damon home from Mars tough.
But fear not – there’s a readily available tool in your marketing toolbox right now that can help you track attribution from your content easily, quickly, and with actionable results!
What I’m talking about is a powerful, but often underused tool in Google Analytics called Assisted Conversions.
So hold on tight, it’s about to get attribution-y in here....
There are so many metrics that can be measured in social media, that sometimes it can be overwhelming to narrow it down to something bite-sized, and find a good measure of success. Since social media also touches everything from attracting prospects to delighting customers in the buyer’s journey, figuring out what metrics to report on can be a challenge.
In this post, I will break down the metrics we observe at HubSpot, how we define success, and how we make that decision each month. And the best part: we'll wrap up with how to actually measure those metrics at HubSpot....
Measuring social isn’t about the total number of eyeballs that see your content. It’s about the actions that people take. Use this calculation for any channel, from YouTube to the blog, to see how that channel fares in conversion rates.
If you're going to invest time in social media marketing, you need to measure performance, but it can be difficult to identify relevant metrics.There's no one-size-fits-all method of measuring social media success, because goals vary from company to company. But you can certainly find ways to measure all the work you're doing on social.
This infographic from exacttarget.com looks at how to align your social media objectives, how to measure reach and share of conversation, and most importantly, how to track your leads....
Last year, IBM poured some cold water on social advertising when it said social sites like Twitter and Facebook had almost no impact on online Black Friday sales.
This year, things aren’t much better.In tracking traffic and sales at about 800 e-commerce sites, IBM says it found that only about one percent of visits to e-commerce sites this week come from social networks, according to Jay Henderson, strategy director for IBM. And, once again, just a fraction of one percent of overall orders are made by people coming to the e-commerce site directly from a social network, he said.
“I don’t think the implication is that social isn’t important,” Henderson said earlier this week. “But so far it hasn’t proven effective to driving traffic to the site or directly causing people to convert.”...
Klout has attracted it share of critics but it is also an undoubtedly useful tool for businesses trying to achieve a culture of content creation.
Our team needed to establish metrics that would drive the right behaviors in the organization over the long-term. But how do you measure cultural change? How do you measure whether a team is moving from a comfort level with advertising and broadcasting to one of listening, creating, responding, and nurturing an audience of relevant healthcare influencers?
We looked at a variety of metrics but the more we thought about it, “Klout” seemed to fit the bill.I know I risk a torrent of critical responses by even mentioning the name of this company. But if you already on the brink of a rant, I would like to ask a favor. I am taking my time to create free, thought-provoking content for you. Before you rant about Klout in the comment section, please put pre-conceived notions aside for just one moment and don’t skim the article. Then, you can rant : )...
Do the Promoted Tweets and Sponsored Facebook Posts we see online really influence what we purchase when we sign off and head to the store? Datalogix, the data giant that tracks more than $1 trillion in consumer spending, is finding the answers for Twitter and Facebook.
Through a new advertising metric Twitter is calling "offline sales impact," it has been working with Datalogix to find out how brands' tweets--essentially miniature online ads--impact their offline sales.In preliminary studies with 35 brands, Datalogix found Twitter users who were exposed to a brand's tweets purchased more than users who didn't interact with a brand's tweets at all, regardless of whether they were Promoted Tweets or organic. Datalogix also found users who both followed a brand's Twitter account and were exposed to that brand's Promoted Tweets made nearly 30% more offline purchases.
What is ROI if it’s no longer just return on investment? According to Gianandrea Facchini, CEO and founder of the social analytics platform Buzzdetector, it’s return on engagement, return on trust and return on influence.
With all the marketing technology available it is much easier to track key marketing metrics, leverage marketing analytics, and measure the influence of marketing programs....
With the B2B customer journey being almost 70% digital, marketing program results can be measured more than ever before. But what’s curious to me is that most CEOs are not insisting on showing how a company’s investment is paying off. Manufacturing is measured, sales is measured, customer service is measured. But measuring marketing and its impact on revenue is not standard fare.
Most CMOs can tell you how many leads their organization generated last month or last year. But most can’t tell you what happened to those leads. They can tell you how many Website hits this month and whether the number of interested parties is growing or shrinking. But CMOs often don’t know how that activity is connected to revenue. Many CMOs can tell you how a nurture campaign is working to drive new leads but they can’t tell you if the quality and quantity is sufficient or whether sales has done an effective job in following up and developing sales from the leads. Mostly I think this is a lag in technology adoption. Here’s how I see it....
With talks of the new Google Penguin update and how social media can help stabilize and improve a site’s performance online, site owners are increasingly focusing on social media marketing campaigns. The question is – how do you really know how effective your campaigns are, and how can you determine ROI? Of course, the ultimate way to track the effectiveness of your social SEO campaign is increased revenue, but there are other forms of tracking that can be beneficial as well. After all, not everything you do is going to generate an instant increase in revenue. In this article I will discuss how to track the effects of your social seo efforts, and the best methods and tools to add to your toolbox....
Though measuring social media ROI may not be perfect, it's not impossible either. These three methods can help gauge what your small business is getting out of its social media commitment.... But just how much time and effort should it consume? While it may be easy for the average small business to say it’s worthwhile to be on Facebook , most would agree monitoring it and posting 24/7 would be a waste of resources. The only way to know how much social media is enough is to have some sort of gauge on your return on investment. That’s not to say measuring ROI is a snap. Fast Company cites an Adobe white paper that says 88% of 750 surveyed marketing professionals didn’t feel they could accurately measure the effectiveness of their social media campaigns. Fifty-two percent said that dealing with social media ROI was their biggest frustration. Here are a few ways to ease that annoyance. Though measuring social media ROI may not be perfect, it’s not impossible either. These three methods can help gauge what your small business is getting out of its social media commitment....
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Before you can determine whether or not your content marketing strategy is successful, you need to know what behavior you’re looking to create in your audience. The go-to assumption is that content marketing will drive sales, but if you’re hoping to push more towards thought leadership and positive branding through your strategy, you may be looking at the process differently. You might want to see: • An increase in newsletter sign-ups
• An increase in the number of customers who click through to a targeted sales site
• An increase in the number of shares or comments on your posts
These different metrics drive different goals. Let’s look closer at some of these objectives to determine what might help you determine content marketing success....
Of course we don’t want you to destroy your career. But if you were truly hell-bent on it, we know just how to do it.Don’t measure ROI. Seriously, don’t. Only good things happen when you do.
According to the 2014 State of Inbound survey, marketers that measure ROI are 12X more likely to generate a greater return year-over-year than a lower return. In other words, simply the act of measuring ROI correlates with positive results....
In social media we have no shortage of data; our key challenge is to understand the data and to create insights that will help us improve what we do. Generating actionable insights from social data has been the core focus of the Zuum team. This week in the SMToolbox, we take a look at their tool and how Zuum's reports and analytics can benefit social media marketers.
Zuum bills itself as a social content strategy tool; in essence, it is a social analytics tool, but with a difference. The Zuum team are really focused on helping you to understand what causes things to happen in the social world. Thus, if you see a spike in engagement or rapid growth in followers, Zuum will help you identify what caused these particular changes. Zuum also allows you to compare your company's performance with that of other brands and gain insights that will help you improve your own performance....
What good are likes and retweets over social media if they don't add to your company's bottom line?If you think tracking your company's social media return on investment (ROI) is a waste of time, think again. When tracked and tweaked properly, social media can give your startup the marketing muscle it needs to keep up with -- and maybe even eclipse -- large competitors, says Nichole Kelly, chief executive of Social Media Explorer and author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI (Que Publishing, 2012).
As a prime example, Kelly points to Dollar Shave Club. The Venice, Calif.-based e-tailer successfully leveraged social media, and the steadfast tracking of what worked and what didn't, to steamroll into a tight market dominated by mammoth corporations like Bic and Gillette....
How’s your social media ROI?
Here’s a better question, perhaps: how are you measuring it?
The tried and tested methods of evaluating return on investment don’t always apply quite as explicitly when it comes to gauging success on platforms such as Twitter and Facebook. While these tools can be used effectively to drive orders and boost sales, your efforts are perhaps better measured in different metrics, such as growth of community, brand awareness and website footfall, certainly in the early stages of your strategy.
Ultimately, of course, it’s social media’s impact on your bottom line that will determine your success or failure – certainly when it comes to appeasing your boss – and this infographic from Psoshul provides 10 very convincing examples of ROI in social media.
The ongoing debate about the value of social media engagement remains unresolved. However efforts have been made to assess the value of social media as “earned media” and to assess the ROI of social media marketing. After applying these recent calculations to our business and to our clients’ businesses, we find the assessments reasonable. At the very least, these calculations create a starting point for analysis of individual business results. ...
Within his recent LinkLove presentation, Will Critchlow talked about this idea of becoming a ‘full stack marketer’ and it’s an idea that resonates here at Distilled and the kind of direction we are working towards as a company.
When it comes to being a smarter online marketer, it’s important to start thinking beyond SEO, particularly when it comes to analytics. Even if your job is just that, you can learn from other channels and the data they provide. If your client or company does more than just search engine optimisation, then they they need to be tracking as much of these efforts as possible.
With a new Analytics module now live in DistilledU, this post serves as an introduction to tracking different marketing channels such as - Organic search - Paid search and display - Email marketing - Social - Conversion rate optimisation...
Here you are, blogging, tweeting, and celebrating your new YouTube video tipping past 5,000 views when you realize…Where are the sales?Without hard facts – dollars earned per dollar spent – your “successful” content marketing isn’t going to be “successful” for much longer.
But isn’t measuring the ROI of your content marketing supposed to be impossible? Don’t you have to hire a really expensive analytics firm to get answers?No and no.
Your content strategy does produce results, and those results can be measured. You don’t have to hold a degree in computer science or a fat wallet either. Here’s how….
The buzz around startup culture lately is all about “minimum viable product.” It’s the idea of creating a product as quickly as possible — in its most minimum viable form — so you can then make it better by adapting it to what your customers really... What if we could pinpoint the metrics that provide the biggest bang for our buck in terms of telling us whether our efforts are paying off while taking the least amount of time to measure? Focusing only on what matters (and nothing more) could satisfy the ROI demons, keep bosses and clients happy, and give social media marketers more time to do what we’re supposed to be doing: engaging and connecting with our communities. So, whether you’re still struggling to measure social media effectiveness or simply want to declutter your measurement efforts, Here’s your minimalist guide to social media metrics....
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Very useful guideline to setting up assisted conversions in your Google analytics account. It will give you ROI measurement capability.