Measuring campaign metrics is an important aspect of digital marketing. It lets you know which of your campaigns are performing the best when it comes to acquiring new customers, which digital channels are the most active, how you can optimize the campaigns further and what are the available market opportunities that you can tap into.
When it comes to measuring the effectiveness of a digital marketing campaign, there are innumerable metrics that a marketer is expected to track – impressions, CTRs, sales, etc. But the truth is, the moment this campaign ends, most of the businesses experience a downscale in each of these metrics.
They weren’t measuring the one very important metric that actually determines the success of a digital marketing campaign – engagement.
In a competitive market like today’s, engagement is actually the real measure of success – be it on social media or any other digital channel.
Every customer in the target market out there has at least a hundred options when buying a product. It is important to ensure that every time he does plan to make a purchase – even after your campaign has ended, he comes back to you. The only way you can assure this is by keeping him hooked to your brand and staying in his line of sight at all times.
In simpler words, engagement builds customer loyalty.
Engagement is when your user is realising value from you.
– Lincoln Murphy
How does engagement impacts growth?
The engagement rate customers have with you impact the growth of your business by manifolds. If you focus on adding value to them consistently, they are more likely to stay around longer. The longer you are able to hold on to a customer, the greater number of opportunities you will get to generate more revenue and get introduced into their circles – acquiring more leads, that you can turn into customers.
It is like a simple chain process:
Customer engagement → Customer retention → Revenue and referrals → Growth
How do you measure engagement?
With the consistent rise in content marketing, it is obvious that all the content being churned out is aimed at getting some kind of reaction from the customers. But the measure for it for most marketers doesn’t really add up to anything.
By measuring engagement, we don’t mean the usual number of likes and shares that put a smile on your face.
Here are a few metrics you should track instead if you really want to measure your success:
Conversions per post
Now, instead of tracking how many people have seen your content or campaign, focus on the number of people who have taken some type of action after it. Each content piece or social media post is targeted at getting a reaction from the target market that adds to the final goal of the business – that’s exactly what you need to know.
A thousand views on a recent video aren’t going to get you anywhere. But at least a hundred click throughs from the call-to-action you put at the end, can show actual results.
Web page scroll point
Another common metric that is often measured by website developers and marketers, is the amount of time the visitors spend on the website.
Here’s a situation to consider: The visitor opens one of your blog posts and then opens ten other tabs to continue his work on, thinking he will come back to it later. Now, he hasn’t read a word you have written nor has he tried to make any kind of interaction, but the time spent or the session is being recorded.
He spent 5 minutes on a 3 minutes articles! But did he read it? No.
Hence, instead track the scroll point of the visitors. Understand till where your visitors are consuming the content and where you’re losing them. This will help you understand where you need to place the hook that gets them to convert or from what point you need to change the content to keep them engaged.
Most of us marketers are happy with the number of likes and shares we garner on a post. But let’s be honest, how many of those people do you think have read the post or fully understood what you’re trying to share?
Now take into account the times you have used #growthhacking in a tweet to simply garner some retweets as well as likes. The post was on email marketing, but got at least 10 retweets because of the hashtag! Yes, no one read it. They simply shared it because of a trending hashtag.
That’s exactly why we need to monitor the comments that a post or campaign media gets. What are people saying about it, what do they understand from it and how you can communicate with them more effectively. Comments give you an opening to interact with your audience – increasing the engagement rate instantly.
This is slightly different from the one mentioned above. Instead of only keeping a tab on the comments you’re getting on a post, spend some time on social listening. It is important to understand what people are talking about your brand in their circles – could be on their social profiles or digital forums.
Social listening will get you the good and bad side of the reaction your campaigns get from the target audience. This will help you refine your campaigns to get better reactions from them, which will eventually lead to customer acquisition if they’re happy.
Over to you
Be it a paid social media campaign, a digital advertisement that you’re running on a third party website or an advertisement in the local print – the only way to know that your campaign is a success is to measure the engagement it is able to drive in.
If people see your campaign and move ahead without an action, it’s like a blink and miss, and you’ve lost an opportunity to get a new customer!
How do you think businesses should measure engagement on digital? Has this metric been a part of your analytics strategy?
Wondering how to keep your visitors engaged with your digital campaigns longer? Keep a tab on this space (or rather, subscribe to our blog), because we’re sharing our tips on that really soon!