Digital marketing gives you the unprecedented ability to track consumer actions and better understand what efforts and content garner results and meet their needs! Knowing what digital marketing metrics matter and tracking them are the key to measuring success.
Let’s explore some fundamental KPIs (key performance indicators) to keep on your marketing radar to best evaluate your efforts and plan your marketing strategy moving forward!
Metrics That Matter
First, identify your goals so that you can identify the optimal KPIs to measure against them. Set a benchmark, and then continue to optimize your efforts from there.
The bottom line is it’s all about generating leads. How you identify leads can vary. For the purposes of this post, a lead is “a visitor to your site who then converts providing you with their contact info in return for content,” showing that they are interested in what you have to offer.
Here are some metrics beyond simple page views that can help you better target your lead-generation efforts.
• Engagement – Are your visitors sharing your content? Shares and comments are a great way to gauge interest.
“What I do a lot more with clients is engagement. Yes, you want followers, yes you want people to look at your content, but what you really want is that for them to take that extra little step and share that content with their network or potentially make a comment themselves on something that you’ve contributed.”
– Cheryl Weedmark, Director of Marketing & Customer Experience, IN2communications.com
• Audience Retention – This is a measure of a video’s effectiveness. Views are important. 3,000 views are great, but if those 3,000 views last just a few seconds, it’s not so great.
• Traffic – This is the end result of all of your marketing efforts including email, blogging, ads, etc. Know your total traffic, but also check:
- Sources of Visitors – Where are they coming from
- Top Pages – What is getting viewed, where are visitors are landing and engaging
- New and Return Visitors – Google Analytics is invaluable for these numbers
- Mobile versus Desktop – This can help you better optimize your pages for the user experience
- Bounce Rate – How many people are hitting your pages, and leaving quickly? What can you do to increase engagement?
- Email Metrics – The two big ones are “open rates,” and “clickthrough rates.” Open rates should be about 10%. Clickthrough rates should be about 3%
“You do all the things at the top of the funnel, off the website, like email, social media, blogging, SEO to get traffic to your website. Most people we talk to when they are enquiring about a new website or digital marketing have no idea what their current website traffic is. It should be something you monitor at the very least on a monthly basis.”
– Rick Lambert, B2B Sales Performance Coach, selltowin.com
The bottom line is that digital marketing gives you the unprecedented ability to get to know your visitors, identify their needs, and offer solutions through understanding their behaviours. These metrics are just some of the ways you can gain insight and adjust your approach to maximize your digital efforts.
View the video version of this content now on THE SMARKETING SHOW – Episode 4
About the SMARKETING SHOW:
Filmed live on location in London, Ontario, The SMARKETING SHOW features award winning B2B Sales Performance Coach Rick Lambert of selltowin.com and former TV News Anchor Cheryl Weedmark, now Director of Marketing & Customer Experience at IN2communications.com.
Join Rick and Cheryl Thursdays on YouTube when B2B sales and marketing meet!