New year, new data. Information in today’s tech-advanced world is abundant, but do you know how to capture and leverage it in ways that will help your brand? It’s no longer the job of just one analytics expert; it’s the responsibility of all of us, as communicators and marketers, to take advantage of accessible data – and use it to inform and boost B2B marketing strategy.
PR pros repeatedly report struggling to tie content success to actual business results, but it is critical. In fact, measuring marketing strategy impact isn’t just something you do annually, but monthly and quarterly, too. Consistently incorporating data analytics into your ongoing efforts enables growth and evolution. Yes, metrics may seem daunting, but don’t feel overwhelmed. First, map out which initiatives in your approach require measurement and then create a tracking plan. Consistently incorporating data analytics in your efforts will enable your B2B marketing strategy to continually grow and evolve.Click To Tweet
Measuring B2B Marketing Strategy Efforts:
Social Media. It is vital to keep tabs on the performance of your brand’s numerous social platforms. Social is not only an important tool for driving brand awareness, but it is also increasingly a driver of website traffic and leads. Metrics such as engagement and impressions reveal whether or not you are attracting the right audience and if your content is resonating. This measurement can be conducted within each platform’s insight tool or through third-party tools, such as Sprout Social and Hootsuite.
Content. Whitepapers, guides, case studies, videos, podcasts, webinars – the list of valuable content types is plentiful. Keep track of the number of form submissions, views and downloads for each material to produce effective content and conduct iterations based on insights. These actions will pave the way for better lead generation. CRMs, such as HubSpot, are valuable assets to facilitate your measurement needs because all your content data is tracked and linked together within one central hub.
Website/Blog. Monitoring traffic to your website and blog through metrics, such as number of sessions, users, page views, bounce rate and average session duration, paints the picture of how your marketing efforts are performing. Insights can be drawn from data on acquisition channel types, user rate retention, top devices, and most-visited pages. This accessible information can lead to valuable insights and improvements, leading to higher performing B2B marketing strategy and greater ROI. Be sure to have proper Google Analytics tracking code in place on your website and blog so that this data is correctly tracked within the service. The collected information can then be formatted into visually appealing and easily digestible Google Data Studio reports, allowing for simplified analysis by designated staff members and teams and easy sharing with upper management and decision makers.
Earned Media. Some measurement considerations for earned media include sales leads, social shares, comments and backlinks. These are indications that your public relations placements matched the audience of the publication and performed well. It is important to use trackable links, whenever possible, within earned media placements to properly attribute any acquired traffic. The data collected on these placements can help guide future communications strategy efforts and improve results. Tools to be utilized for these insights include media monitoring services such as BuzzSumo, Google Alerts and Cision.
Strengthen your communications strategy and help your brand’s leadership understand the value of your work with consistent measurement and strategy improvement recommendations. A smart goal for 2018 is to prove the ROI in your PR and marketing efforts throughout the year. These insights will guide your organization towards a successful B2B marketing strategy, leading to next year’s budget allocations to either match or surpass your current allotment. Remember, “proof is in the pudding.”