Tighter budgets and more competitive markets mean that everyone is focused on Return-on-investment (ROI) - how well is your marketing working and what’s the return from the money invested, asks Mike Fieldhouse.

    The major advantage of digital marketing is that you can track that ROI – via Google Analytics, Webmaster Tools, Lead Forensics, email marketing and social media tracking; and you can collate all this information in the realityhouse realresults platform. But what should you actually measure and how does this work? For us, the starting point is content.

    1. Create downloads for your website.

    Every firm has a massive amount of internal expertise; creating FAQs, guides and top tips is a great way to share the top line information – in exchange for a name, company, phone number and email address. Deliver engaging content and visitors will download it. Then you set up Analytics tracking to assess how many people are downloading.

    2. Engage with social media.

    Build a strong following on social media and you can share the content you create with your followers. But how do you measure the impact of social media? A steady increase in followers shows that the content you’re producing is valuable to your audience. If your content is re-tweeted, liked or shared on Facebook or if your impressions on LinkedIn increase, you have another measurement to assess.

    3. Use and track your email lists.

    Hopefully you’re already tracking your open and click rates on email; but for many firms those numbers are falling. The answer is personalisation and data management. Make sure you only send information that is strictly relevant to the recipient – address them by name, refer to their business and interests – and ask them to forward emails to colleagues. This data management isn’t easy but if you want to improve your ROI it is the way to go.

    4. Sales performance.

    As ever the most important measurement of your marketing is leads generated and then converted. Using a combination of these tools and your CRM, it becomes easier to assess what sources are generating enquiries of value and which of these enquiries are converting into high value business.

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