For smaller companies, begin with the basics. I personally recommend Facebook, Twitter and LinkedIn as great platforms to start on, but it’s up to you to do research in order to determine where your audience is most likely to be present. Then create an account and/or page (depending on the platform). Post a profile picture and update your bio page to reflect your company branding. If you know other smaller businesses in your area, check out how they have created and marketed themselves on social media. Follow and invite people to like or follow your company’s page, and be sure to post status updates frequently. On the web, there are also multiple websites that can report analytics as well as manage and automate the various platforms. Use them! It’s time efficient and eliminates small, time-consuming tasks.
Happy Posting!
So you’ve got all the enthusiasm in the world because you’re about to launch your first (or 100th) marketing campaign. You love what you do and you love to see results. But are you good at measuring the effectiveness of your campaigns with the right marketing metrics?
Choosing the right metrics to monitor marketing and sales performance is one of the most important ways to improve results, but only 29% of marketers look at ROI metrics to evaluate email effectiveness, according to DMA.
The key to effective campaign execution means managing results that have been derived from various testing efforts, and then executing on those campaigns that have shown the best results. The marketing objective is to impact ROI and revenue growth, and by testing high-risk marketing campaigns on small targeted groups before executing on a big scale, it becomes possible to extract data and invest in activities that make the most strategic sense.
Marketing Metrics: The Conversion Rate
Marketing campaign effectiveness is measured by the single most important marketing metric – the conversion rate. The conversion rate itself is measured by the percentage of total leads that convert at each stage of the marketing funnel and sales pipeline. The conversion rate is a key marketing metric because it allows marketing to understand the overall effectiveness of specific campaign efforts while allowing marketing to gather key insights in an effort to pinpoint which sales pipeline stages aren’t yielding the kind of results we want to see.