How To Measure Your Marketing Success | Brilliantly Visible

Understanding how to measure your marketing success can help simplify your business so you can scale sustainably without burning yourself (and your team) out

In this blog post, we'll cover what marketing success is and the different metrics you can implement straight away to finally get to the bottom of what's happening in your business

Ever felt like no matter what you tick off your to-do list, there's another five things that need your attention? Well it could all come down to not having the right data systems in place so you know what to prioritise next

For some reason, we are led to believe that spending more time creating content and driving traffic to our websites is the key to success but that's rarely the case

Because after years of working in the corporate world and then with 6 and 7-figures businesses, the issue is very rarely traffic – it's conversion

So rather than focusing on creating more, you need to simplify and understand what marketing success is for your business

What is marketing success?

Marketing success can mean different things depending on your stage and season in business but I think the main goal is always the same – higher profit margains

Marketing your business is the vehicle to support you hit your yearly goals which for 9 out of 10 businesses will be revenue based

Often we see clients focus on vanity based metrics that look good on paper but don't tell you the complete story

For example, one of your goals is to increase revenue by 10% this year

A CEO not used to making data-driven decisions may decide that focusing on email marketing is a great strategy and success looks like increasing the number of subscribers as more subscribers = more chance of getting sales

An experienced CEO who is used to using data will know that while email marketing might be one of their strategies, marketing success lies in understanding how well their list converts into revenue

Understanding business outcomes and marketing KPIs

To starting using data in your business, you need to understand the difference between marketing KPIs and business outcome and how they relate to each other

Business outcome

A business outcome is your business goals and the main outcome that you hope to achieve by the end of the year

Often CEOs plan their yearly goals and have their business outcome in mind but lack the expertise to create their marketing KPIs that help them achieve the outcome

Marketing KPIs

Marketing KPIs are indicators of how well your marketing is performing

These can be used to understand how well your campaigns are working (for example a brand awareness campaign) as well as measuring employee performance

These KPIs are what we use to form measurement plans for our clients

Using your business outcomes to create your marketing plan

Having the right measurement plan in place means you can start making more informed and smarter decisions

Let's use the example of running a Facebook ads campaign to your SLO product:

Business outcome: increase revenue for your SLO product in Q1 by 25%

Marketing KPI: cost per lead, conversion rate, revenue generated

Marketing strategy: understanding which creative/copy is performing best so you can switch your poor performing ads off without spending more of your spend budget

How to get starting with measuring your marketing effectiveness

The first steps to measuring your marketing is to create a measurement plan

Want help getting started? Apply to work with us for our VIP day Measure, Automate, Scale

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