Marketing: Measurement and Strategy

I have worked with many for and not-for-profit organisations over the years. In each case there has often been a consistent theme, the desire for a business or marketing strategy. In every case the adage ‘if you’re not measuring, you’re not marketing’ has been true. If you don’t know what people like about what you do, how can you do it better?

Conversion over traffic

Traffic is good. But the best traffic is that which converts into a positive action such as a purchase, an email newsletter sign-up, a download, a request for a quote . . . you get the picture.

Without analytics and analysis how can you work out the costs of customer or lead acquisition? Without analytics and analysis how can you spot a trend which could have positive or negative consequences for you? Without analytics and analysis how can you measure success today against yesterday? Without analytics and analysis how can you spot which content or communications format works best for you?

Analytics needn’t be expensive – Google Analytics is free (and a paid for enhanced version is also being developed) and easy to use. MailChimp can manage your email sends, provide data on open rates and click throughs from the email as well as database management with ease (again, free or low cost).


SEO (search engine optimisation – or how people find your website via Google) is perhaps the largest contributor of traffic to your website.

  1. Goals. Create some, ensure that tracking is in place, and gather enough actionable data (one week at the very minimum), then have a close look at how visitors arrived. Were the keywords they searched for the ones you’re putting the heaviest investment in? If not, it’s time to adjust the ad spend and focus on those new keywords – fast!
  2. Be social. Social media can drive traffic and leads, but you need to identify (using analytics) which social platform will work best for you. For example, Facebook is huge, but is it valuable for your business? Might LinkedIn be better? Or Twitter? Or Foursquare? Pinterest perhaps? Or maybe a combination of platforms?
  3. Your website. Have you looked at creating different landing pages on your website for different campaigns? In simple terms, an A/B split test is a simple way to fine tune your call to action mechanism by presenting different users with different versions of a specific page. Look at it this way: No analytics+no idea what works+no testing=less customers.
  4. Email segmentation. It can be tedious, it is worth doing especially if you could get a 100% increase over previous mailings. If you’re putting resources into driving conversions and sales through email communications, why not complete the virtuous circle and segment groups, deliver targeted content according to location or the phase of the sales cycle, and enjoy a higher click through rate? There are free resources like MailChimp which, when used in conjunction with your analytics, can make a huge difference.

Oh, and strategy? Well, if you know what people are looking at or reacting to, then you have a strategy. Why? Because you’ll know what they like or don’t like, and most of all, you’ll know how to reach them, when and how.

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