How to Measure a Marketing Plan’s Success

Improve your content marketing plan so that you can be the most effective even with least resources. Marketing plan evaluations are essential because they provide you with unbiased results about what you are doing that is effective.

Evaluations require thinking about what variables you want to measure that show what has been effective. The variables you measure are called indicators. Tracking them over time will allow you to monitor your progress.

Practice Exercise

As you go through these questions and evaluate where you stand, put a star next to the things you can start doing to improve your content marketing plan right away. Then go through and with your starred areas, prioritize the steps according to resources required versus greatest impact.

Evaluate your SEO and Web Presence

Use Google Analytics on your website to track some of the most important variables on your website:

  • Which links do people click first?
  • Where do they go from there?
  • How do they arrive? Most common places they arrive from?
  • What do they type into the search engine that brings them to you?
  • What is your current rank in the search engine for your top keywords?
  • What is the time before someone leaves your website (known as bounce rate)?
  • What is the average viewing time per page?
  • Who are the visitors coming to your site?
  • Are there a lot of new visitors, or mostly returning visitors?

Social Media

  • Facebook: Track your “Friends,” “Likes,” and “Shares”. All are important, but counting “shares” is most representative of your overall social media strategy success. Shares indicate people that are not only visiting and interacting with your page, but also like what they see!
  • Pinterest: Be sure to sign up using a business account. Evaluate which of your pins are most popular, and do more like them!
  • Google Plus: Watch your public views rise and see how your Google Plus profile or page ranks on a search on Google. How can you improve the use of keywords to rank higher?
  • YouTube: Have weekly updates of new views and most popular videos and playlists
  • Twitter: How many people follow you? What types of groups are following you? How many new followers do you have over a given period of time (such as a week, a month, etc.)?

Brand

  • Ask people on scales of 1-5 how much they agree with your message.
  • Try testing your image with different phrases or slogans with a large sample size
  • Test the recognition of your campaign. Ask what people remembered or if they remembered who you are. Ask where they saw your ad
  • See what core values people are drawn to

Newsletter Reach

  • Which links do new subscribers most commonly open?
  • If possible, use A-B testing to determine the most popular email subject links
  • How many people ask to be “unsubscribed?” Do you have the option of asking them “why“?

What are the demographics of your subscribers? Who are the most active subscribers? Why do you think they are so actively involved?

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