How to Assess the Performance of a Digital Marketing Campaign

Patrick O’Reilly, an experienced and award-winning public relations executive, currently serves clients throughout the Western United States via O’Reilly Public Relations, his firm headquartered in Riverside, California. Serving needs such as media and government relations, crisis management, corporate positioning, and speech writing, Patrick O’Reilly’s Riverside firm has a track record of putting together successful campaigns.

You should consider several factors when assessing the effectiveness of an online campaign. For instance, although website hits matter, it is also important to pay attention to your bounce rate, which reflects the number of visitors that stayed on your website for a brief moment and then left. A high bounce rate may indicate that your content is lacking. Make sure high-quality content and links are part of your strategy to sustain any brand buzz.

As far as social media goes, getting new followers is a bonus, but you also want to make sure your content encourages followers to “like,” “share,” and “retweet” your content for maximum exposure. In addition, make sure you are closely following the cost per lead as well as the lead-to-close ratio. This means you should know how much you are spending for each new sales lead produced, as well as how many of those leads are converting to actual customers. Knowing this information will help you assess the effectiveness of your campaign.


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