Marketing Metrics Basics for Copywriters: The Starter Package

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As copywriters, you are responsible for providing the persuasive content for a marketing campaign … be it the copy for an email series, the content on a website, or the words used in a simple postcard project. Yet as the online marketing world continues to expand and become more competitive, you need to find a way to stand out from your competition. Marketing metrics tracking is the perfect tool for the job.

This year, there has been lots of talk in the media about tracking marketing metrics and how “data” is playing a bigger part in a company’s marketing efforts, from the large corporations down to the small business owners. If you want to stay ahead of your competition, or even rise up and join the next level of your peers, you’ll want to start paying attention to some basic key metrics.

To get the most value from these key metrics, you will need to start tracking the results for the marketing campaigns or projects where your copy is being used. When you neglect to examine the results, bad things happen:

  • Areas of improvement are never identified
  • Your client, or the organization you’re working with, operates blindly and misses opportunities to better serve their customers
  • Money is likely being lost — both from a budget and revenue perspective

On the other hand, when you do begin to track and monitor the results, you’ll see a clear picture of:

  • The campaign’s performance
  • How well the results match up to the organization’s goals
  • What changes are needed to improve the results

All of this helps you and your client.

My goal here is to simplify what you need to know so you can begin applying it to your own business, at the very least. Then, as you become more comfortable with the tracking, the equations (or the math), and deciphering the results, you can begin to implement this as an additional service to your clients.

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Jean Baliko


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