We recently presented at the CIMCIG Digital Marketing Workshop in London about measuring what really matters to your bosses and directors .
The presentation focused on what construction marketers should be measuring if the aim of your marketing is lead generation. Your website is and should be the heart of your digital marketing strategy and it is a lead conversion tool – but is it doing its job? How do you know your marketing activities are working if you are not measuring leads by source or campaign?
Lead generation and conversion is an important marketing and business goal, so are you measuring how your website is performing? How many leads is your website generating and how many of them are converted into prospects? Which campaigns are working better than others? Where are you spending most of your budget and is it generating you leads? How can you reduce your spend yet increase conversions or generate good qualified leads?
Some marketers only report metrics such as visits and page views which doesn’t tell you anything. Marketers should instead report results and outcomes, not observations. Measure what matters!
Key points from the presentation:
- There’s an overwhelming amount of data available produced by Google Analytics, how do you focus on what matters to you and your boss?
- Important to set goals and objectives for your website so you can focus your measurement and resources.
- Set up and create ‘goals’ in Google Analytics to allow you to see which sources or campaigns are working.
- Create confirmation & thank you pages for every goal to measure conversions.
- Bounce rates are an indication of how your website is performing, important to monitor them on a monthly basis.
- Report on conversion rates and cost per lead to your bosses – speak their language, tell them what they want to know, not what is nice to know.
- Keep testing and refining your campaigns to improve conversion rates and lower cost per lead.
For a more detailed version of the topics, metrics and methods shown in the presentation, sign up to our monthly newsletter and receive our latest article ‘Measure what matters with Google Analytics’ which will help you kick start your measurement strategy.