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Measuring Your Marketing

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Metrics – can be like magic. Have you wondered: how can the reports and analytics of digital marketing give you the insight and key info you need to succeed? This seminar will take you step-by-step through the amazing data generated by all the key online marketing tools – and give you tips on how to use it. You’ll learn:  How email open- and click-through reports can help you know: o Which of your products/services are hot, which are not, and how to test for best results o Out of a field of everyone, who is interested in what topics – so you can focus your
precious time, efforts & energy o The calls to action/messaging that actually WORK o Best times, days and ways to get the response you want
 How evaluating event registration and survey response patterns can help improve your next campaign by leaps and bounds  How social media engagement and click rates can tell you the topics, type of media posts, and frequency your connections really want  How research, setting goals, monitoring campaign results and applying lessons learned will continually improve your results!

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Measuring Your Marketing

  1. 1. ©  Constant  Contact  2015   Measuring  Your  Marketing   How  to  use  reports  and  analytics     to  evaluate  your  marketing  campaigns  
  2. 2. ©  Constant  C April  Heavens-­‐Woodcock   Touching  Clients   Email:  awoodcock@touchingclients.com   Welcome   Questions  after  the  event?   facebook.com/touchingclients   @awoodcock  
  3. 3. BE  A  MARKETER   All  it  takes  is  Constant  Contact®     #BeaMarketer  
  4. 4. Why  are  we  here  today?   Why  are  we  here  today?  
  5. 5. mall  businesses  believe  that  reports  and  analytics
  6. 6. enda   1. Marketing  with  reports  and  analytics   2. Marketing  campaigns  types  and  reports   a. Email   b. Event   c. Survey   d. Offers  and  promotions   e. Donations   f.  Social  media   3. How  to  evaluate  a  marketing  campaign  
  7. 7. enda   1. Marketing  with  reports  and  analytics   2. Marketing  campaigns  types  and  reports   a. Email   b. Event   c. Survey   d. Offers  and  promotions   e. Donations   f.  Social  media   3. How  to  evaluate  a  marketing  campaign   1.  Marketing  with  reports  and  analytics  
  8. 8. ow  do  reports  and  analytics   late  to  your  marketing?  
  9. 9. At  its  core,  marketing  i about  getting  results.   1.  Marketing  with  reports  and  analytics  
  10. 10. What  are  reports  and  analytics?   Reports   Analytics  
  11. 11. To  see  the  full  list  of  industry  open  rates,  visit:  bit.ly/ctctopenrates   Government  Agencies  34.08%   Art  galleries/museums  32.06%   EDUCATION  26.30%   HOTELS  21.74%  Entertainment  20.06%   Medical  Services  34.87%   nonprofit  education  33.57% Nonprofit  Religious  Organizations  40.24%   RESTAURANT  22.72%   Retail  17.96% Salon  &  Spa  21.22%   Travel  19.08%   28.24%   Manufacturing  &  Distribution23.74%  Publishing22.88%   Travel  &  Tourism  19.08%   sports  &  recreation  26.13%   EVENT  PLANNER21.46% Consultant  9.85%   Salo Gove EN M ORGAN 74%   2.72%   Ente 03%   5%   1%   17.91%   21.74%  
  12. 12. enda   1. Marketing  with  reports  and  analytics   2. Marketing  campaigns  types  and  reports   a. Email   b. Event   c. Survey   d. Offers  and  promotions   e. Donations   f.  Social  media   3. How  to  evaluate  a  marketing  campaign   2.  Marketing  campaigns  types  and  reports  
  13. 13. es  of   mpaigns    reports   2.  Marketing  campaigns  types  and  reports  
  14. 14. ok  into   vidual   mpaigns  
  15. 15. 2.  Marketing  campaigns  types  and  reports   Campaigns  and  Reports   Email   Event   Survey   Offer/   Promotion   Donations   Social  Media   •  Open rate Indicates which subject lines & topics interest your audience •  Click-through rate Indicates which content, products & services are most relevant •  Bounces •  Spam •  Opt-outs •  Registration status Indicates effectiveness of your promotions & number of people interested in your event •  Attendance Indicates if event topic, logistics and promotions appealed to audience •  Payment status •  Response rate Indicates how many customers are engaged with your business & call to action •  Open rate •  Click-through rate to survey •  Number claimed/ sold Indicates which products, services & offers your audience prefers •  Revenue •  New customers •  Audience reach •  Shares •  Funds raised Indicates success of communicatio n& audience interest •  Number of donors Indicates awareness of appeals & level of investment •  Donation amounts •  Engagement Indicates if fans are connecting to content •  Click-through rate Provides information on which multimedia, blog posts, products or services resonate •  Reach •  Fans/ followers •  Open rate •  Click-through rate •  Bounces •  Spam •  Opt-outs •  Registration status •  Attendance •  Payment status •  Response rate •  Open rate •  Click-through rate to survey •  Number claimed/ sold •  Revenue •  New customers •  Audience reach •  Shares •  Funds raised •  Number of donors •  Donation amounts •  Engagement •  Click-through rate •  Reach •  Fans/ followers Reports  measure...   Campaigns  
  16. 16. 2.  Marketing  campaigns  types  and  reports   Campaigns  and  Reports   Email   Event   Survey   Offer/   Promotion   Donations   Social  Media   •  Open rate Indicates which subject lines & topics interest your audience •  Click-through rate Indicates which content, products & services are most relevant •  Bounces •  Spam •  Opt-outs •  Registration status Indicates effectiveness of your promotions & number of people interested in your event •  Attendance Indicates if event topic, logistics and promotions appealed to audience •  Payment status •  Response rate Indicates how many customers are engaged with your business & call to action •  Open rate •  Click-through rate to survey •  Number claimed/ sold Indicates which products, services & offers your audience prefers •  Revenue •  New customers •  Audience reach •  Shares •  Funds raised Indicates success of communicatio n& audience interest •  Number of donors Indicates awareness of appeals & level of investment •  Donation amounts •  Engagement Indicates if fans are connecting to content •  Click-through rate Provides information on which multimedia, blog posts, products or services resonate •  Reach •  Fans/ followers •  Open rate Indicates which subject lines & topics interest your audience •  Click-through rate Indicates which content, products & services are most relevant •  Bounces •  Spam •  Opt-outs •  Registration status Indicates effectiveness of your promotions & number of people interested in your event •  Attendance Indicates if event topic, logistics and promotions appealed to audience •  Payment status •  Response rate Indicates how many customers are engaged with your business & call to action •  Open rate •  Click-through rate to survey •  Number claimed/ sold Indicates which products, services & offers your audience prefers •  Revenue •  New customers •  Audience reach •  Shares •  Funds raised Indicates success of communication & audience interest •  Number of donors Indicates awareness of appeals & level of investment •  Donation amounts •  Engagement Indicates if fans are connecting to content •  Click-through rate Provides information on which multimedia, blog posts, products or services resonate •  Reach •  Fans/ followers Reports  measure...   Campaigns  
  17. 17. 2.  Marketing  campaigns  types  and  reports   Email:  What  if?   Email   Event   Survey   Offer/   Promotion   Donations   Social  Media   High  open  rate   Make  it  even  better:   •  Find the best time & day •  Identify best keywords •  Segment your audience by interest High  open  rate,     low  click-­‐through  rate   Improve  it  by:   •  Have a strong call to action •  Make email mobile friendly •  Keep email short Low  click-­‐through  rate   Improve  it  by:   •  Watch timing & frequency •  Write a strong subject line •  Send relevant, engaging content Low  open  rate   Low  open  rate,     high  click-­‐through  rate   Make  it  even  better:   •  Format links to stand out •  Offer links to preferred content •  Segment audience based on clicks High  click-­‐through  rate  
  18. 18. 2.  Marketing  campaigns  types  and  reports   Event:  What  if?   Email   Survey   Offer/   Promotion   Donations   Social  Media   Low  registration   Improve  it  by:   •  Check time, date & location •  Keep registration form simple & short •  Promote the event, but don’t push it Low  registration,     high  attendance   Make  it  even  better:   •  Stay with similar time, date & location •  Survey to find out what’s working •  Send reminder & include multimedia High  attendance   Make  it  even  better:   •  Promote event on multiple channels •  Include multimedia in promotions •  Give past attendees early registration High  registration   High  registration,     low  attendance   Improve  it  by   •  Select a better time, date & location •  Provide incentives •  Send reminders Low  attendance   Event  
  19. 19. 2.  Marketing  campaigns  types  and  reports   Social  Media:  What  if?   Email   Survey   Offer/   Promotion   Donations  Event   High  engagement   Make  it  even  better:   •  Offer topics that interest them •  Share types they like (text, photo, video) •  Optimize times and dates that work High  engagement,     low  click-­‐rate   Improve  it  by:   •  Offer reasons to click links •  Keep posts visually interesting •  Post often, but not too often Low  click-­‐rate   Improve  it  by:   •  Offer useful, entertaining content •  Post when your fans are online •  Include multimedia Low  engagement   Low  engagement,     high  click-­‐rate   Make  it  even  better:   •  Repeat successful calls to action •  Post content that the audience clicks •  Offer exclusive content on social network High  click-­‐rate   Social  Media  
  20. 20. tlight  on  the   k-­‐though”   2.  Marketing  campaigns  types  and  reports  
  21. 21. enda   1. Marketing  with  reports  and  analytics   2. Marketing  campaigns  types  and  reports   a. Email   b. Event   c. Survey   d. Offers  and  promotions   e. Donations   f.  Social  media   3. How  to  evaluate  a  marketing  campaign   3.  How  to  evaluate  a  marketing  campaign  
  22. 22. 3.  How  to  evaluate  a  marketing  campaign   Set  a     goal  
  23. 23. 3.  How  to  evaluate  a  marketing  campaign   Set  a     goal   Identify   success   metrics     7%     Click  Rate   16%     Open  Rate  
  24. 24. 3.  How  to  evaluate  a  marketing  campaign   Set  a     goal   Create  a   campaign   Identify   success   metrics    
  25. 25. 3.  How  to  evaluate  a  marketing  campaign   Check  out  our  new  website!   Half  Moon  Yoga  <halfmoon@constantcontact.com     Inbox   Contacts   Favorites   Chat   Mailbox   Set  a     goal   Create  a   campaign   Identify   success   metrics     Send  the   campaign  
  26. 26. 3.  How  to  evaluate  a  marketing  campaign   Set  a     goal   Send  the   campaign   Review   reports   Create  a   campaign   Identify   success   metrics     10%     Click  Rate   12%     Open  Rate  
  27. 27. 3.  How  to  evaluate  a  marketing  campaign   Set  a     goal   Send  the   campaign   Review   reports   Apply   lessons     Create  a   campaign   Identify   success   metrics     Check  out  our  new  website   Before   Registering  for  your  favorite  class  just  got  easier!   After  
  28. 28. Set  a  goal   Select  the  best   campaign  for     your  goal   What  metrics  will   define  success?   Results   What  worked?   What  didn’t affic  to  the  new   oon  Yoga  website   AMPLE   •  Email     •  Event   •  Survey   •  Offers/promotions   •  Donations   •  Social  media   • Open  rate  –  average  is   16%   • Click  rate  –  average  is  7%   • Open  rate  –  12%  -­‐  lower   than  expected   • Click  rate  –  10%  -­‐  higher   than  expected   • Call  to  action  was  clear   and  easy  to  find   • Kept  content  short   • Listed  benefits  of  using   the  website   • Subject  line  was  no compelling.   • Try  a  different  day   week  and  time  of  d •  Email     •  Event   •  Survey   •  Offers/promotions   •  Donations   •  Social  media   •  Email     •  Event   •  Survey   •  Offers/promotions   •  Donations   •  Social  media   •  Email     •  Event   •  Survey   •  Offers/promotions   •  Donations   •  Social  media   3.  How  to  evaluate  a  marketing  campaign  
  29. 29. xt  steps   •  Set  benchmarks  for  yourself.   •  Set  a  frequency  to  review  reports  and  make   changes  to  your  marketing.   •  Don’t  change  everything  at  once.  
  30. 30. BE  A  MARKETER   All  it  takes  is  Constant  Contact®     #BeaMarketer  
  31. 31. Resources   Get  started  today…   60-­‐day  free  trial   www.constantcontact.com   Learn  more...   Local  and  online  seminars   www.constantcontact.com   Scroll  down  to  Seminars  &  Training   Find  help...   Constant  Contact  Marketing  Resources   blogs.constantcontact.com/library   Check  out  blog  posts,  guides,  videos,  infographics,   recorded  webinars  and  more!  

Metrics – can be like magic. Have you wondered: how can the reports and analytics of digital marketing give you the insight and key info you need to succeed? This seminar will take you step-by-step through the amazing data generated by all the key online marketing tools – and give you tips on how to use it. You’ll learn:  How email open- and click-through reports can help you know: o Which of your products/services are hot, which are not, and how to test for best results o Out of a field of everyone, who is interested in what topics – so you can focus your precious time, efforts & energy o The calls to action/messaging that actually WORK o Best times, days and ways to get the response you want  How evaluating event registration and survey response patterns can help improve your next campaign by leaps and bounds  How social media engagement and click rates can tell you the topics, type of media posts, and frequency your connections really want  How research, setting goals, monitoring campaign results and applying lessons learned will continually improve your results!

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