Measuring Your Marketing
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1 Measuring Your Marketing How to use reports and analytics to evaluate your marketing campaigns Constant Contact 2015
2 Welcome! Candy Jones-Guerin Owner, WebWorld Advantage #webworldadv Constant Contact, Authorized Local Expert Social Media, Web Design, Marketing Constant Contact 2015
3 SCORE is the premier provider of practical experienced based business advice, mentoring and workshops. Economic Gardening Since 1964
4 Michigan Impact in 2014
5 Why are we here today? Why are we here today?
6 Small businesses believe that reports and analytics...
7 Agenda 1. Marketing with reports and analytics 2.Marketing campaigns types and reports a. b. Event c. Survey d. Offers and promotions e. Donations f. Social media 3.How to evaluate a marketing campaign 7
8 1. Marketing with reports and analytics Agenda 1. Marketing with reports and analytics 2.Marketing campaigns types and reports a. b. Event c. Survey d. Offers and promotions e. Donations f. Social media 3.How to evaluate a marketing campaign 8
9 How do reports and analytics relate to your marketing? 9
10 1. Marketing with reports and analytics At its core, marketing is about getting results. 10
11 Reports Analytics What are reports and analytics?
12 otels 21.74% Medical Services 34.87% RESTAURANT 22.72% Governmen Art galleries/museums 32.06% Travel 19.08% ENTERTA 7.91% Salon & Spa 21.22% nonprofit education 33.57% Nonpro Nonprofit Religious Organizations mu 40.24% Retail 17.96% 19.03% Entertainment 20.06% HOTELS 21.74% RANT 22.72% ON 17.91% ON 8.95% tion23.74% VICES 28.24% Publishing22.88% Manufacturing & Distribution23.74% Government Agencies 34.08% Travel & Tourism 19.08% Consultant 9.85% EDUCATION 26.30% EVENT PLANNER21.46% sports & recreation 26.13% To see the full list of industry open rates, visit: bit.ly/ctctopenrates Salon & S Medic ORGANIZATIO Salo Entertainm 12
13 2. Marketing campaigns types and reports Agenda 1. Marketing with reports and analytics 2.Marketing campaigns types and reports a. b. Event c. Survey d. Offers and promotions e. Donations f. Social media 3.How to evaluate a marketing campaign 13
14 2. Marketing campaigns types and reports Types of campaigns and reports 14
15 Look into individual campaigns 15
16 2. Marketing campaigns types and reports Event Survey Open rate Indicates which subject lines & topics interest your audience Click-through rate Indicates which content, products & services are most relevant Bounces Spam Opt-outs Registration status Indicates effectiveness of your promotions & number of people interested in in your event Attendance Indicates if if event topic, logistics and promotions appealed to audience Payment status Campaigns and Reports Response rate Indicates how many customers are engaged with your business & call to action action Open rate Open Click-through rate Click-through rate to survey rate to survey Campaigns Offer/ Promotion Reports measure... Number claimed/ sold Indicates which which products, products, services & services offers your & offers audience your audience prefers prefers Revenue Revenue New New customers customers Audience Audience reach reach Shares Shares Donations Funds raised Indicates success of communication n& & audience interest Number of donors Indicates awareness of appeals & level level of investment of investment Donation Donation amounts amounts Social Media Engagement Indicates if if fans are connecting to to content Click-through rate Provides information on on which which multimedia, blog posts, products or or services resonate Reach Fans/ followers 16
17 2. Marketing campaigns types and reports What if? Event Survey Offer/ Promotion Donations Social Media High open rate, low click-through rate High open rate Make it even better: Find the best time & day Identify best keywords Segment your audience by interest Low click-through rate Improve it by: Have a strong call to action Make mobile friendly Keep short Low open rate, high click-through rate Low open rate Improve it by: Watch timing & frequency Write a strong subject line Send relevant, engaging content High click-through rate Make it even better: Format links to stand out Offer links to preferred content Segment audience based on clicks 17
18 2. Marketing campaigns types and reports Event: What if? Event Survey Offer/ Promotion Donations Social Media Low registration, high attendance Low registration Improve it by: Check time, date & location Keep registration form simple & short Promote the event, but don t push it High attendance Make it even better: Stay with similar time, date & location Survey to find out what s working Send reminder & include multimedia High registration, low attendance High registration Make it even better: Promote event on multiple channels Include multimedia in promotions Give past attendees early registration Low attendance Improve it by Select a better time, date & location Provide incentives Send reminders 18
19 Social Media: What if? 2. Marketing campaigns types and reports Event Survey Offer/ Promotion Donations Social Media High engagement, low click-rate High engagement Make it even better: Offer topics that interest them Share types they like (text, photo, video) Optimize times and dates that work Low click-rate Improve it by: Offer reasons to click links Keep posts visually interesting Post often, but not too often Low engagement, high click-rate Low engagement Improve it by: Offer useful, entertaining content Post when your fans are online Include multimedia High click-rate Make it even better: Repeat successful calls to action Post content that the audience clicks Offer exclusive content on social network 19
20 2. Marketing campaigns types and reports Spotlight on the click-though 20
21 21
22 3. How to evaluate a marketing campaign Agenda 1. Marketing with reports and analytics 2.Marketing campaigns types and reports a. b. Event c. Survey d. Offers and promotions e. Donations f. Social media 3.How to evaluate a marketing campaign 22
23 3. How to evaluate a marketing campaign Set a goal 23
24 3. How to evaluate a marketing campaign Set a goal Identify success metrics 16% Open Rate 7% Click Rate 24
25 3. How to evaluate a marketing campaign Set a goal Identify success metrics Create a campaign
26 3. How to evaluate a marketing campaign Set a goal Identify success metrics Create a campaign Send the campaign Mailbox Check out our new website! Half Moon Yoga <halfmoon@constantcontact.com Inbox Contacts Favorites Chat
27 3. How to evaluate a marketing campaign Set a goal Identify success metrics Create a campaign Send the campaign Review reports 12% Open Rate 10% Click Rate
28 3. How to evaluate a marketing campaign Set a goal Identify success metrics Create a campaign Send the campaign Review reports Apply lessons Check Registering out our for new your website favorite class just got easier! Before After 28
29 3. How to evaluate a marketing campaign Set a goal Select the best campaign for your goal What metrics will define success? Results What worked? What didn t? Drive traffic to the new Half Moon Yoga website SAMPLE 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 Event Survey Offers/promotions Donations Social media Event Survey Offers/promotions Donations Social media Event Survey Offers/promotions Donations Social media 29
30 Next steps Set benchmarks for yourself. Set a frequency to review reports and make changes to your marketing. Don t change everything at once. 30
31 Exclusive Offer for Today s Attendees IF YOU BUY TODAY $5/month for your first 3 months of This promotion (the "Promotion") ends tonight, after this seminar (the Seminar ) at 11:59 p.m., local time (the "Promotion Period"). If eligible Constant Contact customers purchase the level product of Constant Contact during the Promotion Period, they will receive the level product at a discounted price of $5 per month for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are not currently a trialer or paying Constant Contact customer, (ii) attend the Seminar and receive this offer at the Seminar, and (iii) follow the link above and become a paying Constant Contact customer during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the level product unless they cancel their accounts. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions available at
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