Time is precious, and businesses usually have ways to measure if the time they spend on certain aspects of their operation is worth it. The question is: Is it possible to do this with your digital efforts? Definitely!
Most major platforms provide data and analytics that will help you evaluate your online presence and let you know if the resources you spend on digital efforts are worth it. If you’re unsure about your performance in the digital landscape, just pay attention to the data that’s readily available.
Measuring Website Performance
To make sure your website is performing well, check your stats on Google Analytics. It takes a bit of setting up, but it’s a free tool that’s easily accessible. It will give you information about visitor habits, demographics, and even the pages they frequent.
It will take a little more time and effort, but taking a deeper dive will allow you to track more advanced data. Thankfully, guides on how to do just that are readily available on the Google Analytics website.
Measuring Email Performance
Email gets a bad rap, but it’s still a classic form of communication between businesses and their customers. A quick search online will introduce you to third-party tools like Mailchimp that, paired with Google Analytics, will allow you to track data for your email campaign’s performance. Pay close attention to these three in particular:
- Open Rates – Percentage of people who open your emails
- Click-Through Rates – Percentage of people who click links within your email
- Bounce Rates – Percentage of people who open and close your emails without taking any further action
Measuring Social Media
Social Media is one of the most cost-effective and quickest ways to spread the word about your company. It also allows you to actively connect with your customers, engage them, and even build your brand. However, it can be hard to measure its effectiveness if you don’t know what you’re doing.
While these platforms generally have accessible analytics and data measurement tools, keep in mind that each one will vary slightly in their management. For starters, below is the process for gauging the activity on your Facebook and Twitter pages.
- Facebook: The first thing you should know about Facebook is that page data is pulled only from the Facebook newsfeed. To get access to more data, go to the Facebook Insights page and select the option “Page Insights” from the left-hand side. Start with paying attention to reach, engagement, and click-through rates on your ads. Just like Google Analytics, Facebook has an informative guide to Insights.
- Twitter: Unlike Facebook, Twitter is a very simple platform that’s easy to understand. It’s best used for customer service, and it’s great for engaging with your potential and current fans. There are numerous third-party tools that allow you to track hashtags, and Twitter allows you to track impressions and engagement for your tweets.
Social media and the Internet, in general, are invaluable tools that allow you to do your job more efficiently and provide an easy way to reach out to your customers. It can be scary to dip your toes into these new waters, but you’ll find that the extra effort is worth it. It allows you to connect better with your customers and, ultimately, convert into more sales.
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