Questions for Evaluating Marketing Results So Far This Year
Six months of the year is nearly by us, and it is appropriate to look back and see what we’ve done and how effective it has been. Here are a few questions worth considering for various categories in your business. You don’t have to answer all of them, but as you do, you’ll gain insight to your marketing efforts that you might not have otherwise.
Questions for Evaluating Marketing Results So Far This Year
Email Marketing
- How many email campaigns did you send in the last 6 months?
- Which resulted in sales?
- Which resulted in unsubscribes?
- Which subject lines garnished the greatest open rate?
- Which emails had the greatest click-through rate?
- How much has your list grown over that period?
- What has served as the best source of traffic for list growth?
Website Analysis
- How has traffic grown or shrunk over the passed 6 months?
- What has been your most profitable traffic source (think sales)?
- What are the bounce rate trends?
- If you publish content regularly, which posts have had the longest visit time? Least?
- What clues can you derive about what readers are most interested in?
- Which posts have received the most traffic, and most backlinks?
Social Conversations
- What content, news, or information have created the most interest surrounding your brand and market?
- How did you engage in those conversations and what was the result?
- How did those conversations impact your readership, fan base, or subscriber list?
- What does this information indicate about market needs, how you are meeting those needs, and what future needs you might anticipate?
Sales
- How have sales trended over the last 6 months?
- If your organization does projections (hopefully you are asking more often than every 6 months), how did sales compare with projections?
- Which new customers are a pain in the neck, and hinder you from moving your business forward?
- With that information, which customers are your best new customers?
- What is the number one reason your best customers purchased from you?
- What can you do to close more business with those type of (best) customers?
Takeaways
In the spirit of improvement consider the following questions as you evaluate your results.
- What was it about a specific marketing event in the last 6 months that caused it to underperform?
- What was the most productive marketing activity so far this year in the form of leads or sales?
- List 3-5 tasks that require minimal effort and have the potential to have the most impact for current or future marketing activities?
- How effective have efforts been to engage in social conversations, add value, and manage our reputation?
Is this helpful? What idea or feedback do you have? How can I help? Chime in below.
Image Credit: keso
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Hi, my name is Travis Campbell, I operate this site. I'm here to share what I can from my lessons marketing online. With sizeable investments in continuing education, various software products and services, I have had some winners, and some losers. One way I can extend what I've learned is by writing about it, here... and helping you along the way.
It’s a pity more people involved in “infopreneurial” activities don’t pay more attention to the quality of their landing pages and their opt in emails BEFORE people unsubscribe. My test of how reputable an online business is often boils down to a test to see if there’s a desperate series of “WAIT!,” “ARE YOU SURE YOU WANT TO LEAVE THIS PAGE?,” “STOP!” etc. messages.
Okay, had to vent. A good checklist here, Travis.