Pamela Zhang

How do you measure marketing success?


4 Answers

John Eustace

John Eustace Principal / Communications and Media Strategist at Bells and Whistles Marketing Pty Ltd

It all depends on what your marketing effort was supposed to have achieved Pamela!

Did it happen or not?

To deploy any meaningful measure you must determine 4 key objectives, what final result are are targeting, how much, by when and on what terms.

None of these criteria are defined in your question.

Kristy Bernales

I usually compare some key matrix with last month. Like new visitors, returning visitors, organic traffic, referral traffic, goal completion or leads.

Clare Kruber

Clare Kruber ,

Just asking the question where did you hear about us. For our size business it works.
Lisa Ormenyessy

Lisa Ormenyessy Business Coach and Marketing Specialist at Straight Talk Group

Marketing is designed to change the behavior of your audience. Taking them from inaction to action. Successful (and I would argue all) marketing should take prospects from not buying to buying. This can be taken in one giant leap (not often) or a sequence of events.

The ultimate measuring stick is sales - ie dollars in your bank account.

Is a campaign really successful if it doesn't reach your end goal?

You could for example have prospects go from not clicking on your facebook 'likes' to clicking. These likes are great, however meaningless as a marketing tactic if your next step is not in place to ultimately take them to a place where they are taking action that ends in a sale.

Jef Lippiatt

Jef Lippiatt Owner at Startup Chucktown

The most important thing is setting your goals ahead of your marketing efforts (or at least setting them before your next marketing effort). You need to have things to track against, however, you also need to select the right things to be tracking.

What would items would really indicate whether your business was growing, flat or struggling? Those are probably the best key metrics that you should be tracking. Every business (and every industry) have different success indicators.