Measuring and Evaluating a Local Content Marketing Plan
The content creation of an online local content marketing plan that attracts visitors and keeps customers’ attention and converts them into a sale all at the same time is definitely difficult to achieve!
Creating a great local content marketing plan that’s easy to use and evaluate is like going on a fun journey. Yes, this journey includes measuring and evaluating Local SEO results.
Developing a Local Content Marketing Plan
As the journey begins, an owner should consider developing a Local Content Marketing Plan, while listing and implementing steps. Finally, learning how to calculate, measure and evaluate the success of the local content marketing plan.
First, let’s look at measuring the Success of Local Content Marketing
1. How to Determine If a Campaign is Successful
Measurement is key in understanding the results. Proper planning, allows the evaluation to be calculated at the end of the local content marketing initiative with aggregated data. Various metrics contribute to the data. Of course, you’ll then need to spend a bit of time determining what it means. On one hand, the analysis will be relatively straightforward, because the resulting data is compared against baselines and benchmarks identified earlier in the process. However, there’s a catch: you need to connect the results to your content.
2. Relating Customer Behavior to Content
Regardless of whether the results are strong or weak, it’s necessary to know if local content marketing efforts were the major influence or did something else. It becomes more difficult to measure if there is more time between posting content and evidence of results. The kind of business you are marketing and how closely the things are measured overlap and creates difficulty in its calculation. Determining how clicks, likes, and comments may relate to overall marketing goals when using the marketing of a specific piece of content?
If you want more in-store traffic and you achieve that, how will you determine that it’s a result of your measurements? Do more clicks translate into more in-store traffic?
If the goal is to get more sales, then the sales funnel stages could be significantly longer, and you could have several different marketing initiatives targeting them.
For example, the initial goal was to get them to come to an event at the office. They attended, went to the website, read an article and downloaded an eBook – and now they are potentially in two different sales funnels. If there isn’t a CRM in place to track all the campaigns a prospect is in, it is highly recommended you consider it.
3. Gathering Metrics
The things measured are usually substituted for the things that you really want to achieve. As an example, if you want to boost in-store traffic, then measuring online engagement (clicks, likes, etc.) doesn’t really matter. Instead, ask yourself this: What are the indicators that the business is getting more in-store traffic? For example, if this is the goal, including a discount code in the online content may help. Count the number of in-store customers who use the code. The number of code users will give you an idea many customers came to the local business after seeing the content on the website or social media.
Having different measurement indicators for each piece of content may be another effective manner to calculate metrics. For example, a graphic designer wants to get clients for a website design business. Using a tool like Google Analytics, she can then track numbers and demographics of people who read an article on her website. The designer will also know who clicked from perhaps Facebook or Twitter and then clicked through to her website to see her portfolio. To track these metrics, implement Google Analytics and set goals.
The graphic designer may follow the progress of a user who views the portfolio, completes a form and then hires their service. It can also be determined if the user made these actions after viewing the portfolio. The metrics show which pieces of Facebook content were most effective in driving traffic to the site, and then refine the social media content going forward.
4. Adjusting Your Goals
Like the earlier-mentioned business owner who wanted to increase in-store traffic, you may reach the evaluation step and discover that your proxy measurements are incompatible with the goals. In some cases, the goal initially established is too big to be achieved in a single local content marketing campaign. In that case, you may want to consider revising that goal to be more in line with the things that can be measured.
So, what’s the bottom line? Goals, audience, content topics, channels, and measurement indicators are part of a circular planning process. Once strategically planned, it can be used repeatedly to cultivate new customers – and deepen the loyalty of existing ones.
Content marketing is the opposite of traditional marketing strategies. Content marketing should be implemented as a continuous process, with results interpreted as cumulative equity in the brand. It helps to continue creating valuable content based on the E-A-T concept of Expertise, Authority, and Trustworthiness. Google loves high-value content. So, the happier you make Google, the higher the content will rank in SERPs.
Success Starts with a Solid Foundation
Implementing solid foundations allow for successful tracking behavior and measuring success and conversions beyond a solid local content marketing plan. This foundation is part of the beginning of the process. It’s not the goal itself. It starts with the website, moves into Google Analytics set-up, goal tracking, and much more. Web Traffic Networks is here to help you get started from that solid foundation! Request a demo and learn more today!