At each stage of a customer’s journey, there are metrics you can track to determine the effectiveness of your marketing. These include:
Social Media Followers & Community Engagement Social media followers allow us to see the size of the audience on various social media platforms and indicate potential reach and influence.
Community engagement is essential in fostering connections with your audience and sustaining long-term growth.
Website Traffic enables us to track the number of visitors to your website and determine your current popularity and reach.
When website traffic increases, it’s important to measure the website’s engagement. If this has decreased, we know from an advertising perspective that our audiences need to be refined. If we see similar or better engagement/conversions, then we know our audiences are performing well.
Website Engagement evaluates users’ actions on your website. By analysing factors such as time spent on pages, pages viewed, and bounce rates, you can understand your content’s appeal and effectiveness and, thereby, explain your audience’s behaviour.
Keyword Ranking for SEO allows us to monitor your position in search engine results for specific keywords and assess your brand’s visibility.
Sales and Lead Generation for ads measures the amount of leads acquired through ads to understand their effectiveness and potential for conversions.
But which ones should you actually care about?
Well, that all depends on the marketing goals of your business. Let us take you through the types of marketing metrics you should care about spending on your business goals.
Types of marketing goals
- Sales and lead generation – Marketing your products or services to entice transactions (If you are a marketing manager, this is a great opportunity for you to take a look at the marketing manager page).
- Product launch – Applying a strategy to announce a product, create awareness and hype, and successfully bring it to market. This is relevant to e-commerce and retail.
- Brand awareness – Put your brand on the map and share your story to encourage customer loyalty. This is for new businesses, growing businesses, and industry disruptors.
- Increase website traffic – Employ tactics and strategies to improve sessions and time spent, reduce bounce rates and generate leads.
- Boost Engagement – Identify your audience’s needs and wants, then engage with them over time to create a loyal community.
- Establish industry authority – Provide a high level of knowledge and credibility and become recognised as a trustworthy expert in the field.
Sales and Lead Generation
Drive sales and lead generation by guiding audiences through the marketing funnel, creating urgency and scarcity to encourage conversions. Use key metrics such as ROI, Customer Lifetime Value, and Average Order Value (AOV) to assess profitability as well as sales growth over time and cost per conversion to measure success. Combined, these components optimise revenue and sustainable business growth.
Product Launch
A successful product launch focuses on customer acquisition, boosting social media engagement, and increasing email sign-ups and email open rates, all in an effort to entice leads and turn them into conversions. Monitoring the ad click-through rate (CTR) and product/service adoption rate is essential to forecasting the launch’s outcome. These metrics gauge audience interest and assess whether the product resonates with the intended target audience to drive long-term results.
Brand Awareness
Build brand awareness through a plan that focuses on increasing social media engagement, customer acquisition, and web traffic while expanding your brand’s overall reach. Interact with your audience and showcase your brand’s personality online to create a community that will assist with loyalty and retention.
The key metric here is brand recall, which measures how well customers remember your brand. A strong brand awareness and recall strategy ensures your brand remains top of mind, promoting a lasting connection with your target audience to guide long-term success.
If your goals change, you’ll need to focus on different metrics
While we understand your goals may change, it’s important that they don’t chop and change too frequently. From a customer’s standpoint, introducing multiple messages at once without first segmenting your audience can confuse them and, in turn, discredit your brand.
Additionally, it’s essential to have a clear strategy when managing ads. Turning different ads on and off without a well-defined plan can disrupt the momentum in Google or Meta ads and may lead to failure in optimising your budget.
Scaling Your Brand
Ad spend should be viewed as an investment rather than just another cost. With that in mind, the question you should be asking is not, ‘how much does this ad cost me?’ but rather, ‘how much will this ad make me?’
Our approach involves starting small, testing campaigns, audiences and creative. Throughout this time, we carefully monitor and assess results, focusing on steady return on ad spends (ROAS). When we see this consistently over 3+ months, we know we have a winning campaign, and the next step is to scale.
As we increase ad spends, the ROI typically improves, too, leading to greater profitability. This approach means every dollar invested in ad spends contributes to long-term sustainable growth and success.
FAQ
How much money should I spend on my ads?
This amount will differ depending on your specific business goals. We start small, gaining information on your audience before scaling as we niche towards the target audience we consider more likely to purchase and convert. Ideally, we aim to have your ads become an investment that earns more than you spend on them.
Should I use a website or landing page?
Opting for a website or a landing page will depend on your offering, whether you’re selling a product or a service and whether you have high-ticket or low-ticket items.
A website will offer visitors a more complete view of your brand, providing details about who you are and what you offer and answering any questions visitors may have.
A landing page is designed to prompt visitors to take one specific action, such as promoting a single product, a limited-time promotion, or featuring a single project.
What should I do with converted leads from my online ads?
So you’ve converted the leads, but what happens next? We highly recommend following up with converted customers. This can be done by adding them to your CRM, applying a loyalty strategy, or considering email marketing.
Additionally, in our practice we use converted leads to learn about your customers. From this information, we are able to pinpoint audiences similar to converted leads and target ads to them.
Where will my ads be shown?
Where your ads are shown will vary on the network or medium we select, but here are two main mediums:
We ensure your brand is exposed to audiences across Facebook (including stories), Instagram, WhatsApp, and other third-party sites Meta partners with.
For Google Ads, your brand can be exposed on Gmail, YouTube, Google shopping, Search results, and other websites on which Google has ad space.
Ready to see your brand soar?
Over the last 9 years, we’ve scaled hundreds of businesses’ online presence and sales, optimising 5-figure budgets across industries such as professional services, apparel, automotive, universities, and more.
Book a complimentary review of your digital marketing to see what we could achieve for your business growth.
