This year, I learned how to drink from a marketing firehose. In January, I took on the role of Vice President of Marketing for IMPACT, and with it, assumed management of a six-person team and ownership of the company’s marketing objectives. This was brand new to the organization, and prior to January, the team didn’t really exist. Instead, we had a couple of fantastic marketers who worked directly with the company’s founder and CEO to carry out his vision. This approach worked well in IMPACT’s early years, and took the company from scrappy startup to the 50-person agency named HubSpot’s North American Partner Agency of the Year in 2017. However, like most growing companies, what got us from zero to 50 is not what will take us to the next level.
As a digital marketer, you’re most likely spending a significant amount of time on your brand’s social media presence and following. This is especially true if you’re responding to questions and comments in real time, posting photos and live videos, or sharing new content to your audience (which you should). But let me ask you -- do you know if you’re actually gaining anything from your social media efforts? Unfortunately, you could be spending a considerable amount of time and money without breaking even if you’re not careful.
Agencies are entering a problematic era. The client-agency relationship is showing signs of crumbling. In fact, the number of agencies reporting improved client relationships fell from 70% to 53% over the course of one year, according to a Forrester/SoDA study.
As every good marketer knows, setting measurable goals is key to tracking how successful your marketing efforts will be. You may look back at the end of the quarter, month, or even week, but do you know how you’ve reached them? In modern marketing, you need to be able to give your numbers context; spot trends and correlations.
The Most Important Social Media KPIs (Key Performance Indicators) Your social media metrics should help you determine the performance of your social media campaigns and the ROI from them. The only way to ensure this (or even just get started), however, is by tracking the right social media KPIs -- beyond your fan, follower, or "like" counts. That being said, there are four main areas your social media KPIs should be focusing on. Social media is a valuable tool for building personal relationships with your audience, but it can also be a very helpful factor in increasing your revenue, reach, and overall ROI. The only way to ensure this (or even just get started), however, is by tracking the right social media KPIs -- beyond your fan, follower, or "like" counts.
When it comes to setting and tracking your marketing KPIs, many marketers and business owners are fully aware of the usual suspects. Sales revenue. Leads. Cost per acquisition. But there are a number of other KPIs that you should be tracking in order to execute a more successful marketing campaign.
At the beginning of a relationship with a new client, there's one question that we get asked most often. What's the ROI? What's in it for me? This question strikes fear in the hearts of many agencies, but we love it because it shows that the client means business and we know they'll love us even more when we deliver the goods! Running any kind of Marketing campaign without measuring the ROI is a huge gamble. Maybe it's working, maybe it isn't, how can you be sure? You need hard data so you know which areas to spend more money on and which to cut off. Positive ROI in Marketing is a license to print money.
Did you know that business owners are desperately reaching out and seeking solutions for synchronizing their sales and marketing teams? Even though, logically it makes sense to have both teams work together, oftentimes sales and marketing seem to ﬁnd one another at each other’s throats. Communication and collaboration are key when it comes to having