get results-measuring your marketing

© Constant Contact 2015

Measuring Your MarketingHow to use reports and analytics to evaluate your marketing campaigns


Sandra FloresBusiness Solutionist

[email protected]

Welcome

"We provide motivated small to mid size companies money making processes.

So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”

Par-ti-ci-pate

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

Why are we here today?Why are we here today?

Small businesses believe that reports and analytics...

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Agenda

1.Marketing with reports and analytics

2.Marketing campaigns types and reports

a.Emailb.Eventc.Surveyd.Offers and promotionse.Donationsf. Social media

3.How to evaluate a marketing campaign

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Agenda





1. Marketing with reports and analytics

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How do reports and analytics relate to your marketing?

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At its core, marketing is about getting results.

1. Marketing with reports and analytics

What are reports and analytics?

Reports Analytics

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To see the full list of industry open rates, visit: bit.ly/ctctopenrates

Government Agencies 34.08%

Art galleries/museums 32.06%

EDUCATION 26.30%HOTELS 21.74%Entertainment 20.06%

Medical Services 34.87%

nonprofit education 33.57%Nonprofit Religious Organizations 40.24%

RESTAURANT 22.72%

Retail 17.96%Salon & Spa 21.22%

Travel 19.08%

LEGAL SERVICES 28.24%

Manufacturing & Distribution23.74%Publishing22.88%

Travel & Tourism 19.08%sports & recreation 26.13%

EVENT PLANNER21.46%Consultant 9.85%

Salon & Spa 21.22%Government Agencies 34.08%

ENTERTAINMENT 20.06%Nonprofit Religious museums

MedicalORGANIZATIONS

Manufacturing & Distribution23.74%RESTAURANT 22.72%

Salon & Spa 21.22%Entertainment

Manufacturing & Distribution 19.03%MANUFACTURING & DISTRIBUTION 8.95%

MANUFACTURING & DISTRIBUTION 17.91%MANUFACTURING & DISTRIBUTION 17.91%

Hotels 21.74%

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Agenda





2. Marketing campaigns types and reports

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Types of campaigns and reports


Look into individual campaigns

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Campaigns and Reports

Email Event Survey Offer/Promotion Donations Social

Media

• Open rateIndicates which subject lines & topics interest your audience

• Click-through rateIndicates which content, products & services are most relevant

• Bounces• Spam• Opt-outs

• Registration statusIndicates effectiveness of your promotions & number of people interested in your event

• AttendanceIndicates if event topic, logistics and promotions appealed to audience

• Payment status

• Response rateIndicates how many customers are engaged with your business & call to action

• Open rate• Click-through

rate to survey

• Number claimed/soldIndicates which products, services & offers your audience prefers

• Revenue• New

customers• Audience

reach• Shares

• Funds raisedIndicates success of communication& audience interest

• Number of donorsIndicates awareness of appeals & level of investment

• Donation amounts

• EngagementIndicates if fans are connecting to content

• Click-through rateProvides information on which multimedia, blog posts, products or services resonate

• Reach• Fans/

followers

• Open rate

• Click-through rate

• Bounces

• Spam

• Opt-outs

• Registration status

• Attendance

• Payment status

• Response rate

• Open rate

• Click-through rate to survey

• Number claimed/sold

• Revenue

• New customers

• Audience reach

• Shares

• Funds raised

• Number of donors

• Donation amounts

• Engagement

• Click-through rate

• Reach

• Fans/followers

Reports measure...

Campaigns

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Email: What if?

Email Event Survey Offer/Promotion Donations Social

Media

High open rateMake it even better:• Find the best time & day• Identify best keywords• Segment your audience by interest

High open rate, low click-through rate

Improve it by:• Have a strong call to action• Make email mobile friendly• Keep email short

Low click-through rate

Improve it by:• Watch timing & frequency• Write a strong subject line• Send relevant, engaging content

Low open rate

Low open rate, high click-through rate

Make it even better:• Format links to stand out• Offer links to preferred content • Segment audience based on clicks

High click-through rate

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Event: What if?

Email Survey Offer/Promotion Donations Social

Media

Low registrationImprove it by:• Check time, date & location• Keep registration form simple & short• Promote the event, but don’t push it

Low registration, high attendance

Make it even better:• Stay with similar time, date & location• Survey to find out what’s working• Send reminder & include multimedia

High attendance

Make it even better:• Promote event on multiple channels• Include multimedia in promotions• Give past attendees early registration

High registration

High registration, low attendance

Improve it by• Select a better time, date & location• Provide incentives• Send reminders

Low attendance

Event

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Spotlight on the “click-though”


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Agenda





3. How to evaluate a marketing campaign

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Set a goal

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Set a goal

Identify success metrics

7% Click Rate

16% Open Rate


Set a goal

Create a campaign



Check out our new website!Half Moon Yoga <[email protected]

Inbox

Contacts

Favorites

Chat

Mailbox

Set a goal

Create a campaign


Send the campaig

n


Set a goal

Send the campaig

nReview reports

Create a campaign


10% Click Rate

12% Open Rate

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Set a goal

Send the campaig

nReview reports

Apply lessons

Create a campaign


Check out our new website

BeforeRegistering for your favorite class just got easier!

After

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Set a goalSelect the best campaign for

your goalWhat metrics will define success? Results What worked? What didn’t?

Drive traffic to the new Half Moon Yoga website

SAMPLE•Email •Event•Survey•Offers/promotions•Donations•Social media

•Open rate – average is 16%

•Click rate – average is 7%

•Open rate – 12% - lower than expected

•Click rate – 10% - higher than expected

•Call to action was clear and easy to find

•Kept content short•Listed benefits of using the website

•Subject line was not compelling.

•Try a different day of the week and time of day

•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media•Email •Event•Survey•Offers/promotions•Donations•Social media


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Social Media: What if?

Email Survey Offer/Promotion DonationsEvent

High engagementMake it even better:• Offer topics that interest them• Share types they like (text, photo, video) • Optimize times and dates that work

High engagement, low click-rate

Improve it by:• Offer reasons to click links• Keep posts visually interesting• Post often, but not too often

Low click-rate

Improve it by:• Offer useful, entertaining content • Post when your fans are online• Include multimedia

Low engagement

Low engagement, high click-rate

Make it even better:• Repeat successful calls to action• Post content that the audience clicks • Offer exclusive content on social network

High click-rate

Social Media

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1. Top 5 social networks: Facebook

The “EdgeRank” algorithm shows posts based on …

Facebook has an algorithm

• Interest of your fans• The post’s performance among

other users• Performance of your past posts• Type of post the users prefer• How recent the post is

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1. Top 5 social networks: Facebook

What types of posts are doing well

Engagement metrics

Who engages with your content

Use Facebook’s Insights tool to know what works

for you

When your fans are online

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1. Top 5 social networks: Twitter

Be helpful on Twitter

• Link to blog posts from you or experts

• Offer facts, stats or tips• Answer customer questions• Participate in conversations• Don’t make it all about you

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1. Top 5 social networks: Twitter

Mentions

Top tweets

Engagements

Use Twitter’s analytics tool to know what works

for you

Audience insights

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1. Top 5 social networks: LinkedIn

Build your expertise: Be an information source on LinkedIn

• Share current news (yours and industry)

• Offer and ask for perspective on current topics

• Use the right keywords for SEO• Post regularly

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1. Top 5 social networks: LinkedIn

Clicks and interactions

Engagement

Follower demographics

Use LinkedIn’s analytics tool to know what works

for you

Visitor demographics

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1. Top 5 social networks: Pinterest

Promote and provide valueOn Pintrest

• Share product photos• Link to your blog posts • Use the right keywords in

titles and descriptions• Maintain balance: Share

content from other sources

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1. Top 5 social networks: Pinterest

Engagement

Popular content

Pins from your website

Use Pinterest Analytics to know what works for

you

Audience demographics and interests

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1. Top 5 social networks: Instagram

Put your audience in the moment on Instagram

• Share behind the scenes images and videos

• Educate them• Use hashtags• Tag your location

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1. Top 5 social networks: Instagram

Engagement

Top images

Best time to post

Use Iconosquare to know what works for

you

Hashtags

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50% 30% 20%Ask questions,

use images & video.Get likes, shares

& comments.

Be useful. Give

interesting information.

Promotion

Content best practices: Write for your audience, not for you

2.Creating and curating content

1. Start with what you’ve got

• Growth takes time• Growth is an ongoing process• Efforts must be organized & consistent

• A combination of traditional and modern methods are most successful

Growing your list sounds complicated but it doesn’t have to be if you understand.

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Next steps

• Set benchmarks for yourself.• Set a frequency to review reports

and make changes to your marketing.

• Don’t change everything at once.

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

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Sandra FloresBusiness Solutionist

[email protected]

Welcome

"We provide motivated small to mid size companies money making processes.

So they can be more productive, create more sales, stronger relationships and grow their business rapidly.”

get results-measuring your marketing

Small Business & Entrepreneurship