Financial Marketing Materials
Financial Marketing Materials

Measuring the Impact of Financial Marketing Materials: Key Metrics to Track

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Marketing is vital for any financial company looking to expand its customer base. For a company to be approachable to customers, customers must be aware that the company exists. Further, the customer must know that the company can fulfill their needs. However, financial companies do not want to invest large amounts of capital for low rates of return. A company’s financial marketing material must justify its cost by the number of new customers it generates, and at what cost per customer. For this reason, several key metrics are used to track the performance of a company’s Financial Marketing Materials.

These metrics allow a company to determine if its Finance Marketing Materials are impactful or if a change in approach is necessary. It allows businesses to determine which marketing initiatives are generating revenue and which ones are not. This allows for a reallocation of resources to help boost the marketing channels that are performing well. Ultimately, measuring the impact of Financial Marketing Materials through key metrics lets companies use their money wisely and get the best results possible from their marketing campaigns. Below are some key metrics that play an informative role. 

  • Revenue

Revenue is a valuable metric since every company’s goal is growth. If a company is dissatisfied with its growth rate, re-strategizing the marketing program is an option. Tracking revenue allows marketing departments to understand if their marketing strategy is proving efficient or falling short of the required numbers. 


  • Return on Investment

Return on Investment (ROI) is one of the most important metrics to track. Without ROI, a company cannot be sure its marketing initiatives are effective. ROI is measured by the revenue gained from a marketing campaign against the cost it incurred to execute. ROI can be calculated both individually per initiative or by compiling all the initiatives, allowing for a plethora of marketing performance insights. 


  • Customer Acquisition Cost

Customer acquisition cost (CAC) is another metric of import. CAC calculates the actual cost required to convert one customer to make a transaction of any nature. Companies utilize this metric to measure whether the cost of attracting new customers is worth the expense. If the cost of making an actual sale per customer is deemed adequate, then company owners will know its marketing campaigns are successful.

  • Conversion Rate

Conversion rate is a metric that measures the percentage of customers that made a transaction based on a marketing campaign. For example, if a campaign reached 20 people and two people made a transaction under the influence of the campaign, then the campaign’s conversion rate can be calculated as 10%. Conversion rate is vital in telling companies if their marketing strategy and communication are impacting the reader/viewer.

  • Customer Lifetime Value

Customer lifetime value (CLV) calculates the period for which a new customer remains a customer with a company. CLV is extremely useful for understanding if marketing investments are having the correct impact.Combined with CAC, marketing analytics will indicate if marketing campaigns are attracting customers at acceptable costs, and whether the long-term revenue generated from each conversion is sufficient.

  • Marketing Budget as Percentage of Revenue

Marketing budget as a percentage of revenue measures the revenue a company spends on marketing compared to its total revenue. As a general rule, companies aim to keep their marketing budget at approximately 7-8% of a company’s total revenue.

CONCLUSION

Many metrics play a key role in measuring the effectiveness of a financial company’s marketing materials. These metrics are important in allowing a company to assess if its marketing campaigns are cost-effective, generate enough revenue, draw in new customers, and build customer loyalty. Each metric plays an important role in adding new insights with which financial companies can assess whether a change in approach is necessary. It should be noted, this article discusses only some of the key marketing metrics financial companies track, more metrics exist which can serve to add further insight.

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