Tips on Tracking Digital Marketing Campaigns

2022-06-10 by EPR Staff

When companies are creating their digital marketing campaigns, they also need to keep in mind which strategies they’re going to be using, as well as the metrics that they need to keep track of to understand the performance of their marketing campaigns. Different platforms and strategies tend to have different metrics for performance, and keeping track of the right ones can help companies better understand how well their campaigns are performing.

Search engine optimization (SEO)

Companies that utilize search engine optimization (SEO) as their digital marketing strategy are looking to help search engines find and index their business websites. Search engines have bots that crawl and read through all of the content on a company’s business website to determine what that website is about. They also use this information to show search engine users relevant results for their search queries. When utilized, search engine optimization can generate a lot more website traffic, and there are no big investments that companies have to do, aside from investing their time. The best way to track search engine optimization is to take note of the website traffic and conversions that are generated from the moment the company starts utilizing its search engine optimization efforts.

Pay per click (PPC) advertising

Through PPC advertising companies can get their name and content on relevant search results pages to generate more website traffic. PPC is a paid digital marketing strategy that requires companies to bid to get ad placements on search engine results pages. When companies are running PPC advertising campaigns, the search engines end up showing the companies at the top of the search results, on top of the organic search listings, so they can reach more relevant leads and customers. There are several ways that companies can track this type of digital marketing strategy, and generally, the platforms that provide PPC advertising have a number of metrics that companies can use to better understand the performance of their campaigns.

Website

Companies that improve the overall user experience for the target audience on their website can generate a lot of positive results. Aside from improving the overall website design, companies need to focus on the loading time of their websites, whether it’s responsive on mobile devices, and if the content includes relevant keywords and tags. All of those small and different elements together can improve the website’s ranking on search engine results pages, keep more visitors on the website for a longer period of time, give the target audience a much better experience when interacting with the website itself, and make the buying process as easy as possible for the customers.

Email marketing

Email marketing efforts entail sending personalized and relevant emails to the company’s email contact list of subscribers. The first step in an email marketing campaign is to get highly qualified leads to subscribe to the company’s email newsletter, which is generally done through sign-up forms that appear somewhere on the company’s business website. After that, companies can monitor the interest that these subscribers express through interacting with the emails, as well as other data, to create more personalized and relevant content for their emails, and send them to the right subscribers. Email marketing is one of the best ways that companies can connect with their target audiences, and it’s a great way for companies to generate first-party data, which doesn’t depend on search engines or social media algorithms. By providing a high-quality experience and developing a trusting relationship with the customers, companies can increase the number of customers they have, while still understanding the performance of their email marketing efforts, through open rates, balance rates, unsubscribe rates, and conversion rates, and more.