We all know that for your marketing campaign to perform better than your last, you need to understand the data. Studying your target audience and identifying trends can only take you so far. Here are some important marketing metrics you need to know to inform your marketing strategy.
Important Marketing Metrics
Engagement rate
Engagement metrics are something that you need to measure. This shows you which pages and posts are effective and which ones aren’t. By tracking engagement, you can realise what type of posts to create in feature to replicate the results.
Even if your business has a large following and beautiful social media feed, it doesn’t mean much if you don’t get a positive response from your audience. Exhibiting a high engagement rate means that you’ll have a higher chance of gaining conversions, and also acts as social proof whereby your future audience will be confident in your business upon seeing that you are a genuine brand with genuine followers.
Engagement can be measured by comments, likes, mentions, shares, etc. You can also score your results by giving yourself monthly KPIs to achieve. This can help drive your future marketing efforts and gives you an idea of how your audience feels about your posts.
Click-Through-Rate (CTR)
CTR is invaluable if you want to drive more traffic to your website. If your CTR is consistently high, then you know your work is paying off. If it’s not, there are some things you can do to see improvements.
Audit your user experience. If you aren’t getting the CTR results you want on your homepage, take a look at how you can improve the UX of the page. Use programs such as Google Analytics to find out where your visitors are dropping off and discuss with our UX designers what are the best actions moving forward.
Review your content and see if it is provocative enough – that it motivates your viewer to find out more. We suggest using direct response content on your social media pages and landing pages, especially if you have limited space. Make sure the content drives action and that it is well-written, purposeful and succinct.
This blog is part of a two-blog series. Read Important Marketing Metrics – Part Two to learn more about effective marketing strategy.
