How Can I Measure Marketing Performance?

Google Analytics

Google Analytics is a free tool created for website owners to track the performance of their sites. The platform also has features that can identify trends and patterns regarding traffic and engagement with specific pages that are available on these websites. By collecting data related to your visitors, Google Analytics can even help to narrow down your target audience to determine whether you are targeting the right audience with your marketing efforts. The best part about this free tool is that you can determine whether your paid marketing efforts are effective and meet the KPIs set by your business.

Google Search Console

Google provides yet another free tool that is mainly focused on the performance of your website in terms of its presence in Google search results. The key difference between this tool and Google Analytics is that its sole focus is on your website’s search engine performance by providing insights that may help to improve the site's visibility whereas the analytics tool is more focused on providing data on who visits and interacts with your website.

Simply put, this means that the Google Search Console is largely based around your website’s SEO performance and how to improve your ranking within the search results of specific keywords or phrases.

Hootsuite

Managing different social media platforms for different businesses can be overwhelming which is why Hootsuite was created to not only provide businesses a space to schedule social media posts but to keep track of the metrics associated with them with the Hootsuite Analytics feature. This paid tool has helped over 10 million manage, execute, and track their social media content while saving time with its scheduling option.

SEMrush

While Google Analytics is an internal analytics tool for your website, the SEMrush tools can provide you with the analytics of your website but also those of your competitors. This allows you to compare your website with those of your competitors and determine why your views, engagement, and cost-per-click may differ as well as where there are gaps that you can fill for your users.

Along with its SEO content tools, SEMrush also provides website heat mapping that allows you to see which parts of your website are “hotspots” for the user activity. This gives you the information on which parts of your website need to be refocused. 

Robotic Marketer

This marketing strategy software is one of the worlds’ first artificial intelligence (AI), machine learning, and big data-based programs. Having a Robotic Marketer strategy is the first step to having access to a list of relevant keywords, a competitors analysis and tracking of their social media analytics, a summary of your google analytics regarding user activity of your website, and even potential blog headings that may be relevant to your brand. 

The AI provides more actionable insights on how to optimise marketing plans and guarantees the best possible marketing strategy combined with the advice and guidance from a marketing consultant.

These are only a few of the many different tools and platforms available for the management and measurement of marketing performance, but at the end of the day it all comes down to the KPIs or goals that have been set for your business. Do you want to increase traffic to your website? Or do you want to keep track of the performance of your Instagram reels and posts? That also leaves the question of what is your budget to reach these KPIs? Robotic Marketer proved to be the best fit for our business as it provides us with the tools to measure both our website and social media performance while also staying budget friendly. If you have any questions regarding your marketing or Robotic Marketer, get in touch with one of our marketing experts at Marketing Eye today!  

Thanks to Austin Distel from Unsplash for the image!