Measurement

It’s pointless to participate in any marketing activities if you can’t measure the success of your marketing campaign.

On this page you’ll find out how we determine whether or not our inbound marketing strategies are successful. Once you understand how to measure the success of your campaign, feel free to use our marketing strategy tool to determine which inbound marketing activities are best suited to your company.

Step one: Find out what you need

To measure social media and determine return on investment (ROI) is easier than you may think. The first step is to determine your marketing need.

Ask yourself what you need to achieve with your inbound marketing strategy.

• Do you need new clients?
• Are you after bigger deals from current clients?
• Do you want clients to change their behaviour?
• Are you trying to shorten your sales cycle?

Whatever it is, you probably need a certain amount of leads to achieve your goal. Ask yourself:

• How many leads to you need to make a sale?
• How many conversations must you have with a customer before they buy your product or service?

Which statistics should I monitor to measure my success?

Now link these ratios to the metrics you can measure.

• Click-through rates (the amount of people who visit your site by clicking links on your newsletter or in social media)
• The time each visitor spends on the site
• The amount of followers your have on social media sites

Once you’ve determined your inbound marketing goals and identified the measurable elements, ROI becomes easy.

Here’s an example:

You know you need 10 new customers.

You’ve worked out that one out of every ten people who visit your website becomes a customer.

So, in order to achieve your inbound marketing objective, you know you need 100 new customers to visit your website.

How do I determine the costs?

The next step is to determine how much you are willing to spend on marketing. Work out how much of your income from every sale can be put towards marketing. Say your product costs R500. You are willing to spend R25 to sell one product. You want to sell 10 products, therefore you have R250 to get 100 new visitors to your website.

Still not sure how it works? Why not give us a call?