McKeeman Communications says these metrics can measure the effectiveness of a marketing plan
RALEIGH, North Carolina – Marketing is never an exact science and two entities do not have the same objectives. However, there are many ways to measure the effectiveness of a marketing campaign, especially if the business took note of where it was before the campaign started. Today, the experts at McKeeman Communications, one of the leading public relations firms in Raleigh, North Carolinashare information on how business owners can measure the success of their marketing efforts.
The effectiveness of marketing and public relations campaigns is not always easy to quantify. Unlike sales or revenue, there is no single metric that can tell a business owner how often marketing has successfully landed in front of potential customers. To complicate matters further, consumers do not always react immediately to marketing messages. Sometimes they don’t need a certain product or service right now, and it can take months for a single impression to turn into a sale.
According to McKeeman Communications, several metrics can give business owners and marketers insight into the proverbial fruits of their labor. First, the reach of social media. There are billions of daily users on Facebook, Instagram and other social platforms. Businesses can use information pulled from account dashboards to see how many likes, shares, and follows they received in the days and weeks following a new marketing effort.
More than just new followers, social media can also tell businesses how often their brand has been mentioned or engaged. Business owners need to pay attention to what consumers are saying because social listening, while still an emerging practice, is key to letting businesses know what is being said and how they can change to better respond to needs of their customers and engage with them.
Many PR firms in Raleigh also advise business owners to measure their website traffic during and after a marketing awareness campaign. A significant increase in visitors to the site is a good sign that their message has reached the eyes that need it. Business owners can also determine if a visitor took an action or even converted to a sale. Website traffic can be boosted by backlinks, which are a form of brand mention outside of social media. A backlink occurs when one website links to another. These are important in search engine optimization as well as brand management and recognition.
PR firms also like to consider secured and earned media coverage as metrics of a successful marketing campaign. While not every business needs extensive coverage, even a mention in a local print or web publication is a good thing. Earned media is confirmation from a highly trusted third-party validator that your business or product is relevant or important. This type of influence and meaningful reach has the potential to generate more sales. Consumers are inundated with paid and sponsored media content, and often it doesn’t stand out like earned media because the consumer is sold.
McKeeman Communications says sales numbers are another important metric companies can use to gauge the success of a marketing outreach strategy. While PR firms typically warn that a single outreach can have a lasting effect, such as increased brand awareness or favorable response, immediate sales numbers can help a business owner decide if they’re picking up the slack. simply attention or converts those impressions into customers.
Ultimately, McKeeman Communications says PR firms can work closely with businesses to ensure their message is seen. By measuring KPIs, business owners can get a good idea of what types of marketing are working, what isn’t, and what needs tweaking. Although measuring the effectiveness of a marketing campaign is not an exact science, there are clear signs that indicate whether a plan is working or not.
McKeeman Communications is one of the leading public relations firms in Raleigh, North Carolina. For more information, visit McKeemanCommunications.com.
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