1. The importance of choosing metrics appropriately according to objectives. How can they help us?
All the steps and stages of the customer journey can be measured and classified in a metric. How does our buyer persona navigate? What type of content is most interesting to them? What type of content are they most likely to click on? When are our contents downloaded? Am I reaching the audience that really interests me? These are all questions that we. Need to ask ourselves and that will help us make our marketing plan effective and, above all, completely successful.
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1.1. Reasons why we need to use metrics in marketing There are multiple reasons why it is important to. Use marketing metrics throughout the process of creating a strategy and setting goals.
On the one hand, metrics will serve as a starting point for developing our strategy. Thanks to the metrics chosen, we can observe trends that we can use to correctly choose. The appropriate actions based on our objectives. It is important to know where we are starting. From in order to know where we want to go.
On the other hand, thanks to metrics we will be able to evaluate and measure the evolution of our results in relation to the previously analysed starting point. All the actions we have implemented can be measured and thus we will know what evolution and path we are taking. Are we improving with respect to our starting point? Are we reaching the estimated values?
Thanks to an appropriate choice and analysis of marketing metrics, all these questions can be answered, analyzed and given the necessary information to know whether we should correct or improve actions already implemented.
Metrics That Demonstrate Your Marketing Results
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I want to be more visible
One of the first goals we set ourselves when we launch a digital strategy is to improve the visibility of our brand . We can do this by creating content, SEO strategies, etc.
These strategies are perfect for achieving this goal, but their real results are reflected in the long term and, therefore, it is important to carry out rigorous monitoring to identify their fruits.
If you are aiming to increase the visibility of your brand, it is vital that you analyse the traffic to your website, that is, the number of visits that come to your page, as well as knowing which channels they come from. You also need to know the authority of your domain, which tells you how popular you are on the Internet, unique visitors, etc.
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2.2. Increase our sales
If your goal is to increase the sale of your company’s products or services, what we want is to get the largest number of contacts registered through our digital channels, that is, get leads.
At this point, a new sale will be a conversion , that is, the conversion of a user into a lead. This lead will be the contact that we must work on and mature in order to later convert it into a sale.
The metrics that interest us in this objective will be those
that indicate that a user has performed an action and has left you data about themselves. In this case, we will necessarily measure the conversion rate, which indicates the traffic of visitors who have performed an action on our website. In addition, we want to know the number of downloaded content, subscriptions to our newsletter or contact forms completed and sent.
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2.3. Engagement is our priority
The engagement of our community or how to check the work of your seo specialist followers is the degree of “commitment” they have with the brand. What we seek is for this commitment to be manifested in our social channels to make our content go viral and increase our visibility.
If our goal is engagement on social networks
we will look very closely at the likes , retweets aleart news or mentions, the number of shares of our publications, the reach and finally the number of reactions from our followers.
If, on the other hand, our objective is engagement on our website , we will analyze other different metrics such as the average duration of each session, the bounce rate, users who return to your website, etc.
Without a doubt measuring results in a marketing
strategy and plan is essential for the proper functioning and success of our actions. However, you have to know what to measure according to the established goals in order to really obtain useful data to be able to correct and improve continuously . And at Connext, as experts in the sector, we can help you. Shall we talk.
