If you’re in marketing, you know that ROI (return on investment) is a key metric for measuring the value of your efforts. However, when it comes to marketing ROI, most companies still measure only clicks and impressions. That’s like measuring a car by just seeing if it can get from point A to point B without breaking down! Luckily for us marketers out there—and our clients—there are better ways to measure our impact on business results than just counting up how many people click through our ads or see an email pop up on their phones.
Go Beyond Clicks and Impressions
Once you’ve measured the ROI of your marketing, it’s time to stop treating it as a cost center. Instead, treat it as an investment that will pay for itself over time. To do this, look beyond clicks and impressions: what are the most important metrics for measuring the effectiveness of your ads? How can you track them? How can you make sure they don’t get in the way of each other?
For example, if you’re running ads on Facebook that target people interested in “luxury cars,” but those people aren’t clicking on your link or buying anything when they see it pop up on their news feed–or worse yet, if those who do click away don’t convert into actual customers–then perhaps there’s no point in continuing with those ads at all! You might want instead to focus more narrowly on specific audiences who actually have an interest in buying luxury vehicles (e.g., “[company] truck owners”).
Get Rid of The Need for Personalization
Personalization is overrated. It’s expensive and hard to scale, it can be intrusive and annoying, and it doesn’t always work. In fact, personalization is often a distraction from the real goal of your marketing: getting people to buy your product or service.
That said, there are some situations where personalization makes sense–like when you want consumers who have similar purchasing habits as other customers in order to create a more cohesive experience (e.g., browsing through shoes with one person). But most times we don’t need this level of specificity; instead we should focus on building out our brand personas so that they’re based off existing data about our audience (like age range) rather than creating profiles based on each individual user’s behavior alone!
Stop Treating Marketing as a Cost Center
You know that a company’s marketing is its most important asset, but how do you make sure it’s properly utilized? It’s time to stop treating marketing as a cost center and start treating it as an investment.
Marketing should not be viewed as something that simply gets customers in the door and serves them their order. Marketing is about getting customers before they even know what you’re selling! It’s about getting their attention so that when they do come in and order from you, there will be enough interest left over for them to stay around long enough for more sales in future orders.
Marketing isn’t just about getting people into your store; it also helps keep them here once they’re already inside, which means higher average purchases per visit (and thus greater profits).
Find Ways to Measure the Impact of Marketing on your Business
To truly understand the ROI of your marketing, you need to measure it.
There are a number of ways you can do this. For example, if you’re using email marketing and have seen an increase in sales from certain customers (or categories), it might be worth looking into how much those customers spend with you after receiving their emails. By tracking this data over time, you’ll be able to see how effective each piece of content was at driving sales for that particular audience segment. You could also compare this metric against other metrics such as search engine traffic or leads generated by social media campaigns – all things which should always be part of any good marketing plan!
Measure How Much Value you are Getting from Your Marketing.
You need to understand the value of your marketing.
What do you hope to accomplish with it? How much money are you spending on it, and how much money is being returned in return? What kind of ROI (return on investment) can be obtained by optimizing your efforts?
If you’ve got a good understanding of these questions, then it’s time to start looking at how well they’re working. How do you measure the ROI of your marketing? How do you know if your marketing efforts are working? Is it enough that sales are up, or should there be some kind of proof that it was due to the work done by your marketing department? The answer is probably both. If sales are up, then clearly things are going well. But if you have metrics in place (such as traffic and leads generated) then those can be used to determine how much value each campaign is providing for the company as a whole.
If you do all of the above, it’s likely that your business will start to see more ROI from marketing. And if you are able to take this a step further and use analytics as a way of measuring how effective your marketing is, then it can become an even bigger win for you.