How to Review Marketing at Year End

by Taline Badrikian


As the year comes to a close, you should already be well into planning for next year's marketing activities, and if you're just getting started we suggest taking the time to review marketing activities from the current year. Here's how you can take a look back constructively.

Key Metrics to Review Marketing Activities

Return on Investment (ROI)

What was your overall return on investment for your marketing campaigns or overall strategy? If your ROI was particularly strong for certain campaigns but not for others, you need to examine why. What is your overall marketing spend stacked up to how much you are earning from these campaigns, and what areas need improvement to see a larger ROI?


Cost Per Click (CPC)

If you want to run a profitable PPC campaign, you'll want to do two things: ensure highly targeted traffic is reaching those ads, and reduce cost per click. If you've done all you can to target your traffic, analyze your CPC as it relates to devices, geography, and the times of day that people respond.


Cost Per Lead (CPL)

Analyze your cost per lead to determine the effectiveness of your campaigns. If CPL is too high, you need to improve your targeting and/or try different means of outreach. You may also need to change the content of your marketing materials if they're just not resonating enough to create qualified leads.


Other Factors to Consider

Are you generating more traffic?

You want your traffic to convert, but you need to have enough traffic to convert in the first place. Is your site generating more traffic now compared to the beginning of the year? If not, or if it's remained flat over the course of the year, why do you think that is and what can you do to fix the problem?


Has your social media presence improved?

This doesn't necessarily mean more followers, but rather how those followers are engaging with you and each other. You can have hundreds of thousands of Twitter followers who just follow you to get your followers and similar people on Facebook who just click "Like" on your post. But people who engage -- who leave comments, share your content, and talk to other commenters -- are the ones who genuinely want and are invested in your product. If social engagement is up, sales will be up in due time.


What is your relationship with the sales team like?

If you treat your sales employees well, encouraging cooperation rather than competition, you're likely to see better returns. If you've made a move towards more positive culture and employee morale, how have sales figures stacked up in comparison? If you haven't, how do you plan to address this?



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Topics: Marketing Fundamentals

Taline Badrikian

Written by Taline Badrikian

Taline is the founder of Laveh Inbound Marketing. Using modern marketing concepts without the hefty price tag, Taline has a history of leading small businesses to explosive growth.