“But despite the planned increase in investment, only half (50%) of companies surveyed claim to have a ‘good’ or ‘very good’ understanding of ROI from digital marketing. This is down from 55% last year and continuing a trend of decline since 2010 when the figure was 67%. Conversely, the number of businesses that said their understanding of ROI was ‘poor’ or ‘very poor’ has steadily increased from 10% in 2010 to 18% this year.”- David Moth, Senior Reporter at Econsultancy.
SET GOALS >TRACK > MEASURE > MODIFY > REPEAT
Figure out what your goals should be. Tee Times? A Banquet or Wedding Inquiry? A Membership Inquiry? These are ultimately the goal, right? Obviously, you’re not going to sell a wedding online, but you can get a LEAD. That lead will come in the form of a phone call or a request for info via a contact form on the site. These are called conversions or events. User behavior is also an important goal to set which ultimately leads people to conversions. Page views would be the area to track in order to analyze user behavior and make modifications to your website in order to keep people on it and ultimately converting into leads or customers.
The next step is setting up a Google Analytics Account and getting familiar with the Dashboard and tools available. Google Analytics allows you to track all of these key “events” and pageviews to help you modify and improve your online presentation.
You can also measure print advertising by placing unique “URL’s” in the display ads which bring your customer to a specific page to get the offer meanwhile, you’re able to see exactly how many people viewed that unique page and gauge the effectiveness of your print ad campaign. This technique applies to email marketing as well. Measuring the Page views is also important to see where people leave the site or spend the most time. If you find that people tend to spend a lot of time on a particular page, add a contact form or a call to action in an attempt to create a conversion.
Tracking and Measuring allows you to make adjustments and improvements. This is an ongoing process as you learn what works and what doesn’t work. Repeat the process over and over. Keep making changes to your strategies and presentation until you get great results. The continued improvement will help you create effective campaigns that work year after year or during special events, seasons, etc.
We provide all of these tools to help you measure the ROI on your digital marketing investment. It’s free with any 1-2-1 Marketing website. Contact us today and learn more about how you can improve the ROI showing your facility owners the value of your efforts to grow revenues via the web and email marketing.