You’ve done your research and you’ve hired what you believe to be a top-notch marketing agency. So why aren’t your sales through the roof? If you’re not seeing the results you want, it might be time to take a closer look at how your agency is performing. Here are a few key performance indicators (KPIs) you can use to measure the success of your campaigns and make sure your marketing dollars are well spent.
One of the most important things your marketing agency should be doing is driving traffic to your website. More traffic means more opportunities for conversion. You can measure website traffic using Google Analytics or another similar tool. Look at both the quantity and quality of the traffic being driven to your site. Quantity is important, but remember, it’s not just about getting people to your site; it’s also about getting the right people to your site. That’s where quality comes in. Make sure your target audience is being reached by looking at things like demographics and interests.
Your marketing agency should also be focused on generating leads. Leads are potential customers who have shown an interest in what you have to offer by providing their contact information, such as their email address or phone number. Once you have a lead, it’s up to your sales team to close the deal, but generating those leads is the job of your marketing agency. Again, Google Analytics can be a valuable tool here. Look at how many people are filling out forms on your website or calling the phone number listed on your website.
An important but often overlooked KPI is brand awareness. That’s because it can be difficult to quantify something like brand awareness. However, there are some methods you can use to get an idea of how well your marketing efforts are working when it comes to building awareness for your brand. One way is to track social media mentions. Another is to do a Google search for your business and see how far down on the list of results you are. The higher up you are, the more visible your brand is online.
There’s no doubt that hiring a marketing agency can be a big investment for any business—but it’s an investment that can pay off if done correctly. Use these KPIs to measure the performance of your marketing agency and ensure that they are delivering results that justify their fee. If you’re not happy with what you see, don’t be afraid to make changes until you find an agency that meets (and exceeds) your expectations!