Marketing metrics are what help marketers determine just how successful their efforts are. We are lucky to now be able to measure in much more detail the impact of our marketing efforts, particularly in the digital world, due to advancements in technology and methods.
But with so many different metrics showing different results, how do you know which ones you should be measuring? It all comes down to what strategies you are using and what the overall aim of your campaign is.
Raising awareness is one of the main ways marketing is used by brands. It’s not always about current sales. It’s equally as important that people know about your brand and what you can offer to them in the future and that’s where content marketing comes in.
Brand awareness can be measured by several metrics including increases in web traffic to your website, increased likes/follows on social media, more engagements with blog posts and articles, and more people ‘talking’ about your brand across online channels.
Another way to determine success of marketing efforts is by measuring the web traffic generated from your campaigns.
Depending on what the specific target of your campaign efforts is, you may chose to create a stand-alone landing page sp that you can measure the amount of traffic/where it’s coming from.
If your aim is to get users onto the website and then to browse or take several different actions, then measuring the amount of referral traffic from each channel used in your strategy and where users are landing on your website will help to determine where your efforts are working/need improvements.
Lead Generation and Conversions
If the aim of your strategy is to generate more sales leads to be converted into customers as well as users who converted, then you need to be looking at the behaviour of users on your website/social channels.
Metrics to measure for lead generation include number of return visitors to your website, number of users completing significant actions (newsletter sign ups, offer claims, adding items to online basket, etc.), and number of users completing the checkout process.