Over the past couple of weeks, I had the pleasure of presenting at conferences for two groups of professional service marketers: The Association for Accounting Marketing and the Legal Marketing Association.
Each presentation focused on digital marketing metrics that were helpful for both marketers as well as management teams to evaluate during and after the execution of digital marketing campaigns.
We looked at metrics in a variety of areas of digital marketing, including:
- Organic Search
- Paid Search
- Paid Display
- Paid Video
- Device Tracking
One of the topics we covered was keyword research. We discussed the benefits of metric-based keyword research versus simply relying on internal terms and assumptions. We looked at how these keyword targets can be tracked over time and measured for improvement.
These metrics can not only help us track our successes, but just as importantly, determine where improvements can be made on future campaigns. This was the main takeaway of the session – not all of our digital marketing efforts are going to be successful the first time around. However, if we have the proper metrics in place, we can analyze, adjust and improve going forward.
Are you interested in learning more about how you begin tracking the most impactful digital marketing metrics for your professional services firm? Contact Bob Goricki at 440-449-6800 or simply fill out our contact form and one of our team will be in touch to discuss a digital marketing metrics program that makes sense for you.