The Measure of Effective Marketing Targets
•Download as PPTX, PDF•
8 likes•4,898 views
This document discusses the importance of measuring marketing work, not just outcomes. It argues that analytics should focus on setting work targets and metrics to monitor, then identifying which work improves metrics. Examples are given of potential marketing work like social sharing, link building, content creation and their metrics. Tools for tracking work are mentioned. Past experiments are cited that measured how certain work like tweets or content affected metrics like traffic. The conclusion advocates experimenting to identify the work that moves key metrics.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The Measure of Effective Marketing Targets
Similar to The Measure of Effective Marketing Targets (20)
More from Distilled
More from Distilled (20)
Recently uploaded
Recently uploaded (20)
The Measure of Effective Marketing Targets
- 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Measure of a Marketer’s Worth
- 2. “A dream is nothing without action. Whether one fails or succeeds is irrelevant; all that matters is that there was motion in life. That alone affects the world.” Mike Norton, White Mountain
- 4. 2:48 – 5:22
- 8. I Have Degenerative Disc Disease
- 9. Three Things Really Help Lessen My Daily Pain #1: Walking #2: Back Exercises #3: Losing Weight
- 10. IAssumed I WasAlready Doing Plenty Of Them I didn’t realize how much opportunity I had to improve here and positively impact my health.
- 11. My First Few Days with Fitbit, I Realized I Wasn’t Nearly asActive as I Thought Oh crap...
- 12. I Became Obsessed with Hitting My Targets Fast: That’s better.
- 13. TrackingAll These Have Made Me: Healthier Happier In Less Pain
- 14. I’ve Had These Goals For Years Tracking WORK, Not Just Progress, Made the Difference
- 15. Work
- 16. Progress
- 18. We Know the Right Inputs + More Citations More Links = #1!
- 19. We Know What Work Matters vs. Doesn’t Don’t Bother Do It Every Day Blog Post CreationManual Link Outreach Tweaking Facebook Ads New Facebook Posts Asking for Yelp Reviews Follow Instagram Accounts
- 20. Focusing on Outcome Metrics vs. Inputs Will Bring Success This is a great report, but it tells me nothing about the work that went into improving rankings.
- 21. What If We’re Wrong?
- 23. 1) Reporting (aka measuring success & failure)
- 24. 2) Diagnosing (aka finding what caused change)
- 25. 3) Generating Targets (aka uncovering which inputs are required to produce successful outcomes) Via Moz & Hubspot’s 2015 Publishing Frequency Experiment
- 26. We’re good at #1 and #2 We rarely talk about #3…
- 27. The Challenge With Generating Targets
- 28. Uncovering What Works is Hard These elements might be well correlated with sites that tend to rank well, but that doesn’t mean they’re the best investments your site can make? Via Moz’s 2015 Google Ranking Factors
- 29. The Process of Experimentation, Failure, & Discovery is Rarely Embraced by Managers or Clients. Via Rand’s Art of Product Marketing Presentation
- 30. We Need to Know What Works to Create Success Via Groove’s Blog
- 31. Rather Than Just Measuring the Output of Our Various Tasks Via Moz’s 1Metric Content Tracking System
- 32. I think this may be the greatest analytics challenge facing marketers today.
- 34. It’s Not Just Numbers
- 35. It’s Not JustAbout Up-and-to-the-Right Graphs Via Majestic’s Backlink History
- 36. It’s About Finding… the Work that Creates Improvement
- 37. It’s About Finding… Effective Targets that Impact the Right Metrics
- 39. What’s So Special About Ikaria?
- 40. Via NYTimes Magazine’s Piece on Ikaria
- 41. Diet
- 42. Exercise
- 43. Sleep
- 45. The World’s Five Blue Zones Have These in Common: Via National Geographic
- 46. Translating these longevity-promoting activities into measurable targets creates analytics that improve lifespan. Via Fitbit’s Blog
- 47. Resting heart rate is a strong predictor of health & longevity. This is the work that correlates. Via Cardiogr.am’s Blog
- 48. These lines show me the daily goal for WORK, not just a goal for results.
- 49. This is what’s missing from our current approach to marketing analytics.
- 50. We ignore the inputs that create those results. We measure the results.
- 51. Our Job: Find the Right Targets
- 52. What are the everyday actions that consistently improve your site’s metrics?
- 53. Regular Content Creation? Establish metrics for content cadence, and you’ll know the benefits of 1X/week vs. 1X/month.
- 54. Inconsistent, Higher-Effort Content? Many times, one piece of extraordinary content every quarter or even every year can be enough. Via Rand’s List of 10X Content
- 55. Links & the Relationships Forged to Earn Links? 1-2 new relationships w/ influencers each week might be key to your marketing efforts
- 56. New Citations and Brand Mentions? Many times, a brand mention/citation are enough (even without the link) Via Fresh Web Explorer
- 57. Social Shares? Or Social Followers? What actions earn social engagement? Are they worthwhile? Via Followerwonk
- 58. Interacting in Online Communities? A few replies a week, or each month, may have a compounding impact
- 59. Mainstream or Niche Press Coverage? Press outreach, or crafting a press- worthy story/event each month could be a worthwhile endeavor
- 60. Barnacle SEO? Getting listed in the sites/pages that already rank is often a huge needle-mover.
- 61. Reputation Management in Branded SERPs? Searchers often investigate a brand before making a purchase decision. Optimizing your SERPs may be as important (or more) than optimizing your site.
- 62. More Keyword-Focused Pages? A handful of keyword- focused pages could have a big, long term impact.
- 63. More Broad Topic-Focused Pages? Broader, topic-focused pages may be less-competitive and bring positive, 2nd-order impacts.
- 64. Fixing Errors in Search Console? Fixing, redirecting, and/or finding the linking sources to these may drive additional rankings & traffic.
- 65. Optimization of Your Google My Business Page? Via How to Fix a Google Business Summary by Eric Rohrback Wrong info, reviews, or summary data might severely impact your ability to rank in Google Maps/Local results.
- 66. Optimization of Your Google My Business Page? In fact, that’s happening to Love Mamak right now.
- 67. Physical Space Conversion Tests Via Combine Web & In-Store Analytics for Improved Retail Performance
- 68. Inclusion in More Local Listing Sites? Via Moz Local’s Citation Sources by City and by Category (and Google Search)
- 69. Comment Marketing? See more in this WB Friday on Comment Marketing as an Inbound Tactic
- 70. Guest Content Contributions? Via Time for Guest Blogging with a Purpose from Jen Lopez
- 71. Competitive Link Building? Via Open Site Explorer
- 72. Every Tactic Can Be Broken Down Into: The Work The Metrics The Goal(s) Put up two Facebook posts/week Fix any broken links Pitch a guest contribution 1X/month Participate in three discussion threads/week FB shares, new page likes, traffic Traffic increase Acceptance of post, traffic driven Traffic from discussion site Grow reach on & through Facebook Direct+search bump Visibility to new audience, traffic Brand awareness, branded search
- 73. The Classic Way to Do Analytics:
- 74. Set Metrics to Monitor
- 75. Create Targets Traffic will go up 30% this year! Or I will jump on all of you!
- 76. Do Work You Think Will Reach Those Goals OK…. I’ll buy some ads I guess. You guys… blog… or something.
- 77. Measure Improvement vs. Loss Not good enough!
- 78. A Different Way to Do Analytics:
- 79. Set Both Work Items & Metrics to Monitor For the next 12 weeks, 2 Facebook posts a week.
- 80. Uncover What Work Moves Which Metrics Crap. That didn’t work. Let’s try something different.
- 81. Measure the work against *work* targets, not just metrics goals That’s 177 broken links fixed. Just 81 left. You can do this, Mortimer. Breathe.
- 82. Double Down on Work that Improves the Metrics You CareAbout Most Oh damn! Those weekly discussion thread contributions are totally working!
- 83. Improve Your *Time to GoalAchievement* I’m an unstoppable marketing force! Come at me, bro!
- 89. Do More Tweets = More Traffic? Or More Unfollows?
- 90. Does More Content = More Traffic? Moz’s Blog Post | Hubspot’s Blog Post
- 91. Let’s Experiment
- 92. Let’s Find Our 10,000 Steps
- 93. Let’s Measure Both Metric Goals and the Work that Improves Them.
- 94. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Questions Welcome!