4 Ways to Measure Your Digital Marketing Efforts
When it comes to digital marketing, insurance agencies across the globe are jumping on this profitable bandwagon. From social media initiatives to mobile applications, these agencies are finding multiple ways to enhance customer satisfaction and grow their client base. Best of all, digital marketing methods are providing an effective way to reach a broader audience on limited budgets.
To get the most out of any digital marketing endeavor, it is crucial that you measure your efforts. According to Katherine Leonard with lonelybrand.com, 60 percent of agencies don't measure their digital marketing campaigns, which means they aren't meeting their full marketing potentials. Fortunately, though, there are several tips you can follow to simplify your measurement activities and make sure your company doesn't fall within this 60 percent.
Here are 4 ways to measure your digital marketing efforts:
1) How many people are reading your content?
First and foremost, you'll want to measure how many unique visits your site is getting. Do you host three blogs? If so, how many readers do you have on each blog? By measuring these unique visits, you can easily tell which blog is attracting the most readers, which would then give you a clear indicator as to which content is performing the best. You would then want to incorporate similar content on your other blogs to increase the unique visits that they receive. Almost any type of blogging platform will provide you with free tools that allow you to measure unique visits.
2) Where are your readers coming from?
Another neat feature that most blogging and website service providers provide is the ability to see where your readers are located. Take for instance that you see 50 percent of your readers are located in the United States, 20 percent in China, 15 percent in Canada, five percent in Mexico and 10 percent in Guatemala. These stats would indicate that your marketing efforts are proving to be the most useful in China and the United States, thus meaning you should better-target these consumers because they are likely home to the consumers who are most interested in your products and services. If you are hosting your own blog or website, you'll want your web designer to create compatible measurement tools.
3) What devices are consumers using to read your content?
If you've yet to become acquainted with responsive design, now is the time! Responsive design ensures that your content can be easily viewed across a wide range of devices -- tablets, smartphones, PCs, laptops, etc. By measuring which devices are being used to read your content, you can then apply your responsive design efforts towards the devices that are most being used.
4) Which content is proving to be the most read?
A well-developed insurance agency website or blog will have high-quality content in each section, however, there are likely some sections that lead to higher amounts of customer engagement. You need to be able to identify these sections as this enables you to post similar content in other sections, ensuring that your entire website is displaying valuable content. The best way to pinpoint the sections that are receiving the most engagement is by creating heat maps. If you're looking for an easy-to-use tool that simplifies the creation of these maps, make sure to check out CrazyEgg.