Charity Digital – Topics – How Marketing Metrics Can Help Charities
Charities need to set goals, create a strategy, and use marketing metrics data to ensure their websites and campaigns are effective and sustainable.
In times of economic uncertainty, it’s critical that charities focus their digital marketing efforts on what will have the most impact for the least budget spending. Marketing metrics can boost digital marketing campaigns and ensure that websites reach optimal reach.
What are marketing metrics?
Marketing metrics work behind the website to provide data to help you monitor, record, and measure progress over time. There are a large number of metrics available, free of charge through Google Analytics, and the best data to collect is the one that will have the most impact on the association’s goals.
So, before you jump into data collection, be clear about your goals and have a strategy in place to allow this specific metric data to be used to help achieve them.
What are the brandsting metrics used for?
Using data collected from marketing metrics, charities can measure what works and what doesn’t on their website or on a specific campaign and adjust their strategy accordingly.
A word of warning, however. It is important to be focused. It’s natural to want to know everything about who engages with charity content, but if you collect too much data, some of which might not be relevant to the charity’s goals, it could ultimately become extremely. time consuming, overwhelming and counterproductive.
Why are marketing metrics important?
All charities want to make an impact on the lives of as many people as possible. Measuring impact is fundamental in order to be able to demonstrate how well a charity is achieving its goals and to help the organization know what worked and what did not work, knowing the extent and depth of change that it charity has purchased, help prove you’ve achieved what was originally intended, and inform future campaigns.
Metrics data can help you make improvements, inform future decision making, provide evidence of value for money or ROI, and increase brand awareness.
It is essential to measure the right impact for the different stakeholders. Directors will want hard evidence to make decisions on, staff may want proof that they are making a difference, and donors will want hard facts to be reassured that their financial support is helping.
What metrics should charities use?
The key is to measure only the things that will bring benefits and to provide evidence that the intended goal has been achieved. There are a wide variety of marketing metrics available, but here are some of the more useful high-level metrics for charities.
Provides basic information on the total number of people visiting the website over a given period. They give an overall picture of website performance and reveal information about visitors including demographics like age, gender, location, etc. They can tell you how visitors got to your site, that is, through organic search, direct search, referral through another site, social media, or through a pay-per-click campaign.
Useful for: Information on brand awareness and the growth, stagnation or decline of the website. They will also identify trends, patterns and seasonal peaks. They can reveal top performing content, areas where intervention may be needed, and help you know if you are attracting unique (new) visitors and retaining repeat visitors to your site.
The bounce rate measure provides data on the number of visitors who leave (or bounce) the website after visiting a single page. The lower your bounce rate, the longer people stay on your site. A high bounce rate indicates that visitors aren’t getting what they wanted or expected and are leaving quickly.
Useful for: While the bounce rate doesn’t tell you why people are leaving, it does signal that there are issues, likely related to load times, broken links, poor design, and poor content. Bounce rates can be reduced by improving design, content quality, and search engine optimization.
You can see the total number of pageviews and analyze which pages are performing best – in terms of traffic volume – and what the number of pageviews looks like as a percentage of the total pageviews across the entire site.
Useful for: Help understand if the whole site is valuable or if only certain pages are engaging. It helps show what the audience is reacting to and allows you to work on delivering more of what works. You can experiment with new pieces of content and focus on what your donors / supporters are responding to positively.
Tracking audience engagement with all content is key to generating responses. Tracking engagement at various touchpoints lets you know how much attention visitors are paying to content and how valuable that content is to them. You can find out how many visitors reached a specific page, how they got there, and how many completed the required action.
Useful for: Review and adjust the strategy to ensure the effectiveness of your marketing campaign and provide a better overall experience to your audience.
Did visitors complete the call to action you planned? Did they sign up for your email newsletter or click on your donation page? By looking at conversion rate metrics, you can measure conversions and take action to correct any issues.
Useful for: Track whether the total number of prospects took an action that you asked or persuaded them to take.
Tracking internet marketing metrics will allow you to see how your website is performing and can boost your campaign. They can help determine what works and what doesn’t and provide evidence of how your charity is achieving its goals and ultimately having the impact of changing lives.