Digital marketing promotes a business’ products and services through online advertising mediums and measures the effectiveness of their marketed lucre. While data driven metrics can give a company its edge via electronic technology (email, search engines, social media, and mobile and web content) and signal where to improve its marketed messages, as call-to-actions (CTAs), to increase traffic, conversions, and ROI through dynamically inventive campaigns.
Remember These 3 Takeaways:
- Tapping the signals that surround audience engagement is an important part in constructing a comprehensive digital marketed strategy.
- Identify the same engagement signals as tell-tale indicators of value-driven audience behavior and you’ll aptly differentiate between a basic marketed strategy and a targeted campaign.
- Read and discover the only 14 marketing metrics that decision makers in digital marketing care about and how to implement them in every strategy to promote your digital campaigns like a boss.
3 Metrics Categories Help to Simplify and Streamline the Flow of Every Effectively Marketed Campaign:
- Generating Traffic,
- Creating Conversions, and
- Generating Revenue.
Metrics for Traffic Generation
3 metrics that can increase overall site traffic are Search Engine Optimization and Pay Per Click ad-driven measurement:
1. Search Engine Optimization (SEO)
SEO can make your web pages on par with web searches that search engines (SEs) rank as relevant content.
Key phrases or word combinations, called Keywords, spruce up your web content and make it appealing to search engines. Subsequently, each SE determines which web pages give the most value to web and mobile searchers.
2. and 3. Pay Per Click (PPC) and Click Through Rates
Keywords can have a Cost per Click (CPC) value when they are used in marketed advertising with Search Engine Marketing services like AdWords. (Metrics can be influenced by keywords or long-tails and their pricing and/or availability.)
- Digital campaigns for web or mobile are data driven by Click through Rates (CTR) from your selected long-tails (keyword combinations or 3 or more) that attract search traffic.
The more visitors click on your advertisements, the better Search Engine Marketing score (Quality Score) you’ll command with lower pricing, and the more your keyword-driven traffic generation will improve.
Metrics for Conversions
A campaign is nil without traffic: include the 2 essential metrics of General Site Traffic and Mobile Site Traffic to get the most out of any marketing conversion strategy.
4. General Site Traffic
Website traffic can convert to leads and sales but customer interactions measured in web visits and social engagement are the essential data you need that can also influence the “direction” of your future digital campaigns.
5. Mobile Site Traffic
Commerce driven by mobile devices will surpass “$129 billion by 2020”, illuminates digital research company eMarketer, as smartphones continue to drive mobile commerce at a growth rate of “18.3 percent”. ¹
Companies that adapt their campaigns to meet the increasing need of mobile-driven consumer engagement will increase visitor leads by using the data driven by mobile metrics.
Marketers can use the data to discover the various patterns of consumer interactions, and tailor their marketing to draw visitor traffic to their businesses.
You can create profitable lead conversions that turn into sales using 7 more data driven metrics:
6. Average Views Per Page Visit
Your Call-to-Action is the single most valuable asset for your conversions, but only if visitors can read it.
A clear, customer-driven action should feature on every one of your web pages and it also should present content that is useful and valuable to increase the opportunities for future customer engagement.
- An effective CTA paired with conversions measurement can drive traffic and lead searchers to participate in your business.
7. Average on Site Time
The amount of time visitors stay on your site can dramatically spotlight where your web content engages (or disengages) them.
- Craft your web pages to attract interest with actionable and useful information customers will begin to identify with, and trust.
8. Bounce Rate
The length of time visitors spend on your web pages before they “bounce” for greener pastures is how this eponymous descriptor got its name.
Ensure your pages hold readers’ attention by designing them to speak to their core values.
- Include relevant topics that will encourage them to discover you more and more.
9. Average Cost Per Page Views
Each ad campaign you run should produce measurably lower costs that the ROI its generates from each page.
As rule of thumb: select long-tails (word combinations of 3 or more) that cover a broad range of keyword phrases that best identify your business, but demonstrate lower competition.
- The long-tail ‘3-word combinations’ (a two-word phrase) may be more difficult to rank for web searches than ‘3-word combinations for B2B in London, England’ (a seven-word phrase) since the latter is less competitive with broader searches (single-word or two-word combinations).
10. Cost Per Lead
The ratio of a lead conversion of a specific campaign to its measurable cost is known as it Cost Per Lead (CPL).
The CPL metric gives business owners and clients data driven info that can allow them to decide whether the cost of a digital CPL campaign is a slam dunk.
Cost Per Lead by Industry can vary substantially, as illuminated by Hubspot.
A rule of thumb: choose a Cost Per Lead by the value it brings, and adjust the cost of conversion as ‘benchmarks’ that signal when there is an increase in ROI.
11. Conversion Rate (CVR)
Glean the data surrounding your audiences web searching and web page visiting behavior. Use heat mapping to “visualize where your visitors click”. Improve web content to make your offers irresistible to web visitors and increase your ROI as they convert customers.
12. Visitor Return Rate
Pay attention to the content that is engaging your visitors. Develop web page content that converts lower than other pages. Observe the marketing metrics that indicate the places where customers interact:
- Create content that presents a targeted CTA to visitors—by using the conversions metrics that signal the types of value-driven content and offers that they’ll consume.
- Design compelling new offers to increase leads and return rates—and convert visitors into paying customers as your content evolves to meet the needs of your audiences.
Metrics for Revenue
The viability of your campaign hinges on how substantially it can turn a profit.
The next 2 metrics show you when your marketing campaign is generating greater engagement, lower Customer Acquisition Costs, increased conversions, and a significant Return on Investment.
13. Customer Acquisition Cost
The advertising and marketing total costs (over a finite stretch of time) divided by the number of new paying customers (across the same amount of time) is referred to as your Customer Acquisition Cost (CAC). This metric is tantamount to your boss, productivity manager, and client when crunching the expense of running a campaign with data-backed results.
The effectiveness of your marketing campaigns will generate an increase in leads and traffic, and highlight the areas where your marketing is the most robust.
14. Return on Investment
The places where your marketing campaigns are strongest will also highlight which areas are increasing traffic, growing customer engagement, and driving sales. This Return on Investment is the Grail of digital marketing and the indicator of the places where sections of your campaigns can be improved and refined to delivered greater revenue from increased conversions.
The 14 Marketing Metrics position your campaigns to run successfully across your digital channels, and giving you the invaluable customer-driven data that you and your boss care about.