Marketing managers should always be conscious and concerned with how their efforts are performing. There are many metrics that a marketer should keep a keen eye on, but there are several extremely important metrics that can key you in on successful marketing tactics.
Social engagements, website traffic growth, lead generation, customer acquisition, and conversion rates from visits to leads to customers are those important metrics to track. Below I will explain what each metric is and why they are important.
Social Reach & Engagement
Social media marketing should always be tracked by channel and in total. By channel, I mean Facebook, Twitter, LinkedIn, etc. Knowing the reach of each channel is important because it tells you how many people your marketing efforts are reaching. By reach I mean LinkedIn followers, Twitter followers, Facebook likes, etc. Further break down of your social reach also shows you which social media channel brings you the most engagement. This can help you strategize your social media marketing better and guide it towards its fullest potential.
Engagement is just as, if not more, important than reach. You could have more of a social reach on Facebook or Twitter than you have on LinkedIn, yet you could be achieving twice as much engagement from LinkedIn as you do from any other social media channel. It’s not just a matter of gaining followers but it’s also persuading people to engage with your content; allowing you to know how a potential prospect views your content, company, and expertise.
Website Traffic Growth
Every marketer should track total website growth by organic, email, direct, paid search, referrals, and social sources. Tracking website traffic is important because you should want to know the total amount of visits your website is receiving plus which source your most visits come from. This shows you where your marketing shines, how great your SEO efforts are, how great your social media efforts are, and where your marketing efforts need improvement.
With further investigation of what content is driving the majority of your visits, that investigation also reveals your strengths and weaknesses. It shows you which keywords and types of content drives most of your traffic and which fails to do so. This allows you to focus certain campaigns or efforts towards content that needs more refining and content that is performing great but could still be improved further.
Lead Generation Growth
Lead generation can also be broken down by source, even the same sources you use to break down your website traffic. With the knowledge of generated leads by source, you know where most of your leads come from and where you should focus more of your efforts on to drive more leads per source. You also can determine which source drives most of your sales qualified leads, leads that are ready to be handed over to the sales team to nurture them into customers.
Communication with your sales team is important because alignment between your sales and marketing team is a force to be reckoned with. Total leads generated help you communicate with your sales team by showing them how well you are supporting them.
Conversion rates indicate how well your marketing efforts push prospects through the stages of marketing. These rates show how efficient your efforts are at turning a visitor into a lead and then into a customer. At some point in this guidance if you hit a snag, and you realize you are failing at converting leads into customers or converting visitors into leads, you can focus on how to improve your methods where you capitalize on more opportunities to gain more customers and leads.
You can also see the percentages from visitors to leads, from visitors to customers, and from leads to customers. These percentages further point out where your marketing efforts are converting efficiently and where your efforts are failing to do so. An increase or decrease in conversion percentages can mirror the quality of your content, where an increase shows you a higher type of quality content.
All of these metrics are in reach and should be in the grasp of every marketer. Tracking these metrics and learning how to increase your metrics progress help you become a better marketer and bring more success to your company.
Originally published on Apr 3, 2014 2:55 PM, updated Feb 10, 2016