When it comes to your digital marketing efforts, what is defined as success for one company may not be the same as what you define as success. So before we dive into the digital marketing metrics that prove success for your company, you first need to define what success looks like. It could be industry benchmarks, results competitors see, increases in your own metrics, or anything else that your marketing team defines as 'success.'
The metrics that prove success in your marketing will depend on what you define as success. With that said, the metrics highlighted below can give you a general idea of what you should be tracking.
While the end goal of most marketing campaigns is not solely focused on traffic, measuring the results of your website traffic can be a strong indicator of how your campaigns are performing. If nobody is visiting your website, it will be extremely hard to get customers. Some of the traffic metrics that you should be keeping an eye on are:
- Organic traffic - Website traffic that comes from search engines.
- Referral traffic - Website traffic that is 'referred' from another site. This means that somebody clicked on a link on another website and it brought them to your site.
- Social traffic - Traffic that comes to your site from social media.
- Paid traffic - Traffic that comes to your site from paid ads.
- Bounce rate - Your bounce rate is the percentage of website visitors that navigate away from your site after only viewing one page.
- New vs. returning visitor - This lets you see the percentages of your traffic that are new or returning visitors.
Again, your team defines what success looks like. Before you start your campaigns, you should be setting goals of what you want your traffic to look like.
Examples may be:
- Increase organic traffic by 20% in the month of July
- Decrease the bounce rate by 15% this quarter
- Increase overall traffic by 10% this month
Landing Page Success
Your landing pages are an integral part of your digital marketing campaigns. Their sole purpose is to entice your prospects to provide their contact information in exchange for an offer you are promoting. Landing page metrics that you should be tracking are:
- Page Views - This metric shows how many times your landing page was viewed. This is an important metric because it can show how many times your offers are being viewed.
- Conversion rate - This is the rate at which landing page visitors of your offer are becoming leads.
- Contacts - This number shows how many people have converted on landing pages.
- Time spent on page - This number tells you the average amount of time your website visitors are spending on your landing page.
Overall, goals you may set for landing page success could be:
- Have a landing page conversion rate of 20% this quarter
- Get 200 new visitors to all landing pages in the month of August
- Get 100 new contacts this quarter
- Get 15 new MQLs in the month of September
- Increase our visitors’ time spent on page to be more than two minutes
Social Media Success
In many digital marketing campaigns, social media plays a large role on if they're successful or not. Metrics that can help determine your success are:
- Followers/Page likes
- Engagement (likes, favorites, retweets, comments, etc.)
Sample goals you may set to define your social media success could be:
- Get 150 new Facebook fans this quarter
- Generate 50 clicks to our website from all social channels in the month of July
- Average 5 retweets per tweet this quarter
Whether you primarily use email to send newsletters, stay up to date on company news, or nurture your leads down the funnel, it plays a large role. Metrics that can help prove success are:
- Open rate - The percentage of people that open your emails.
- Click-through rate - This is the percentage of people that are sent an email and click a link or CTA within it.
- New subscribers - This is a pretty self-explanatory metric; it's the number of new people you have subscribe to your email list.
- Unsubscribes - This tells you how many people are unsubscribing from your email list.
Sample goals to set for your email success may be:
- Increase the open rate to 25% this quarter
- Increase the click-through rate to 5% in the month of October
- Add 20 new subscribers per month to this list
Customers are ultimately what you want out of your marketing efforts. It helps tie your campaigns together and prove ultimate success. Some metrics to measure when it comes to customers are:
- Visit-to-customer rate - The percentage of website visitors that become customers.
- Lead-to-customer rate - The percentage of leads that become customers.
- SQL-to-customer rate - The percentage of sales-qualified leads that become customers.
- New customers - How many new customers your company has in a given time period.
- Returning customers - How many repeat customers your company has in a given time period.
Goals you may set are:
- Generate 2 new customers per quarter
- Generate 3 returning customers in the month of September
- Increase visit-to-customer rate to 1%
Something that we cannot stress enough is that your marketing success can only be defined by you. Set goals before you start your campaigns, and define what success for those campaigns will look like.
As we mentioned, each of the metrics we listed above may not be the perfect measurement of success for your business. It’s all up to the way your business works and the goals that you set.
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