Opening season is around the corner so we decided to turn to one of baseball’s greats for a little Yogi-ism. As we mentioned in our previous article, it’s important to avoid being one of those businesses that is blogging, email blasting and using social media just to follow the crowd. You really must be looking at metrics or some means of tracking your efforts. There is much to gain by understanding how your investment is performing, or not. And as Yogi so succinctly puts it “if you don’t know where you are going…”
Measurement does require effort on your part to establish your business goals then create a content marketing plan that supports them. We’ve come up with few questions to get you started building your plan and measuring the return on your investment.
What are we trying to achieve?
Being clear about your business goals is the best place to start. Establish a goal such as to generate more leads, sell new products or services, or build your email list. However, as we mentioned in our previous post about vanity metrics, be careful not to mistake ‘increase Facebook Likes’ for a business goal. Focus instead on the next level up like increasing conversions from your Facebook traffic. And always follow the SMART method of establishing any goal.
Who is going to care?
If you can’t answer this question easily and definitively then stop right here. Lack of a thorough understanding of your audience is probably the number one mistake that businesses make in content marketing. Research is required in order to know your audience well. Most business skip this step. Throwing something, like content, against the wall to see if it sticks constitutes a grand experiment and even grander waste of your time. Research the characteristics that make up their segment, look at what they are commenting on, and base your content on their interests and demographics.
How will we know when we get there?
This is the point where focusing on the details really matters. First, determine your channels of distribution such as social media, blog, email or PPC. And remember, not all distribution channels are right for every business or industry. Then select your tools for measuring each channel such as Google Analytics or tools that are inherent to the channel itself. Finally, by combining the available data with your goals, define the key performance indicator for the channel such as how you define a conversion, lead, etc.
Whew. That’s a lot to determine and measure. But not to worry, it’s what we do. If you want to avoid “winding up someplace else” give us a call.