Key Marketing Metrics: Report and Conquer
How using Key Marketing Metrics can improve your results
Roughly 80% of businesses are putting a lot of effort (and money) into digital marketing. And yet, not every business is bringing in more business because of it. Why is that?
The 3 main reasons are a lack of goal planning, analysis and tracking results.
You create amazing content, you build compelling landing pages and share on social. But you’re still not doing as much business as you’d like. You try putting out more content. More emails, more social posts.
If you aren’t moving the needle, you need to know why. Then you can see what IS working, and what ISN’T.
Take the time to evaluate your efforts.
- How many people opened your email?
- Which blog posts are people responding to the most?
- What content are people sharing most on social sites?
- Which platform is getting the most response?
- Which call to action button did people click the most?
- How many people signed up for your newsletter or subscribed to your blog?
- How many new followers do you have?
- How many people have been to your website – and how did they get there?
- Where did they go from there, and where did they leave?
If you don’t have the answers to these questions, you are shooting in the dark when it comes to your digital brand’s marketing strategy.
You need data if you want to analyze and improve.
Here’s our 3-step guide to tracking your marketing’s effectiveness:
1.) Set goals
This step is vital. For every marketing campaign you build, set a goal.
“By [this date] we want [this number] of [this metric].”
Write it down, post it somewhere, and check your progress against that goal. It doesn’t matter how fast your car is going – if you don’t know where you’re going, you’re going to get nowhere fast.
2.) Define which Key Marketing Metrics you want to track
Now that you have a goal, decide which key marketing metrics are important to that goal. Which metrics will you define as “success markers”. Is it visitors? Leads? Customers? Is it something simpler, like Facebook likes or email opens?
You can’t measure for everything, and it isn’t profitable to try. Focusing on a few key areas can help you see patterns in subject matter, the format you used, length of posts, certain words, and other trends. Noticing the things that made one piece of content more successful than another helps you know what your readers like, so you can give them more of what they want.
A/B testing is another great way to see what’s working. Try 2 different headlines in your newsletter or article title and see which gets more love.
3.) Use an analytics dashboard
We know analytics are a huge undertaking. If only Google could manufacture an app that tells you every single marketing metric you’d ever want to know just by staring at it. (Oops. Do we mean Google Analytics?)
In all seriousness, there are tons of marketing metric dashboards out there to help you measure your digital marketing success. Most newsletter services have reporting tools. Social media platforms have built in statistics for business pages. There are some more sophisticated dashboards that can do an all-in-one job – for a price.
The important thing to know is that there are tools to help with this process. And if you want to get really good at it (which you do) you’re going to need one. Become familiar with the tools in your dashboard, watch tutorials online, or, if you’re just not one for spreadsheets, outsource it to someone who can. No shame in hiring a digital tactician for your brand! Not everyone loves playing in Google Analytics.
The key takeaway is that without metrics, you’re only doing half your job as a marketing manager or business owner. Good business knows to measure its success based on results, not effort. Hold yourself to that standard with
- Solid goals
- Clear metrics
- Great tools
You’ll connect with your audience more effectively when you know what they like, and you create content they love.