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Digital Marketing looks easy, right?
Digital Marketing looks like a fun and creative way to fill your day with stress and outbursts. Much like golf. But digital marketing is more complex than even the best of golf swings.
We'll break this down into four different articles to make it a bit more easily digested. This is the first of four, but there is critically important information in this section. Buckle Up.
Let's take a look at the Basic Metrics that you should begin to focus on when developing your company's Marketing Strategy. These are just the tip of the iceberg when it comes to metrics and the all-powerful algorithms that determine your online fate, but they are a good foundation and a great start to our conversation about metrics.
1. Page Impressions - Impressions are not the same as clicks. Impressions are kind of like billboards. Each car on that highway each day is an impression They "potentially" saw your billboard, just like anyone who visits your website "potentially" saw your content or advertisement. They don't need to click or scroll down to the actual element of content, they just need to be in the vicinity. In order to effectively use Page Impressions, you must create quality content....give them a reason to be impressed.
2. Unique Visitors - If a prospect visits your site and views a few pages, leaves, and then comes back later; he is still considered to one, individual, unique visitor. The overall number of Page Visits doesn't matter much if they're all the same dude.
3. New vs. Returning Customers - Pay close attention to the kind of content that attracts new customers and the kind that attracts returning customers. One group represents fresh leads, which we all love. The other represents Brand Loyalty. Both are tremendous assets for any business and deserve to be treated as separate groups. This is a key metric.
4. Quantity of Content - How much content do you need to publish each month? Do you have a Marketing Calendar? How is broken down? How many pieces of content does each member of your marketing team need to produce in order to maintain an effective posting schedule? These are crucial questions that you need to answer before launching an overall Marketing Strategy for your company. Too much content makes you look desperate. Too little and they forget you. Find the rhythm and stick to it.
5. Visits Per Post - Managing your audiences is a big part of your digital marketing success. Not every post is going to go viral and that shouldn't be your expectation. Low volume content still gets your brand out there so stick to your schedule and analyze every visit. Which posts get the biggest result. Plan the next strategy around these results. Keep getting better. Keep getting more accurate.
6. Views Per Visit - The number of pages a visitor views within your site is important. It lets you know if your messaging is landing or not. If they only look at the bio pics of your female staff....don't call that one back! If they spend several minutes on each page and ask questions related to what they saw...you're hitting the mark. If they just spend 2-3 minutes on your landing page without ever clicking on anything, don't waste too much time chasing that one....if they give you their contact info in the first place.
7. Sources - Where are your visitors coming from? How are you using that information? If all of your visits are form a part of town where you haven't had much luck, then start figuring out what problem they now think you can solve for them. You haven't had luck there in the past, but they're knocking on your door again, right? Make this one a better encounter than the last with data and metrics in your arsenal. Understanding where the visitor came from will help prepare you for any known issues that arise from that particular source.
8. Devices - What percentage of your audience is coming to your from a smartphone vs a tablet? Why is that important? Do you think it might help to start designing your content around the device where it is most often viewed? You now have the ability to see that data...use it.
As we stated earlier, these are only the Top Eight Metrics on which you need to focus for Digital Marketing Success. They're the basics. If your overall strategy was a football team, you've selected the uniform colors. That's it. You have no playbook. You have no practice under your belt. No team chemistry. Any wins you come by are most likely the result of dumb-luck if these are the only metrics to which you devote attention so like any endeavor; don't quit after mastering only the basics.
Here's a quick preview of the next three articles to come:
Part Two: Engagement Metrics - Shares, Share Ratio, Engagement Rate, Premium Shares, Comments, Bounce Rate, Time on Site, Completion Rate, Clickthrough Rate, Amplification Metrics, Influencer Metrics, Feedback
Part Three: Positioning Metrics - Search Metrics, Brand Metrics, Reputation Metrics, Follower Growth, Keyword Value, PR Metrics, Reach, Competitor Metrics,
Part Four: Key Performance Indicators (KPI's) - Sales, Leads, Profit, Members, Downloads, Recommendations, Key Pages, Retention Metrics, CRO, Audience Metrics, Longevity, Email Metrics
We look forward to diving even deeper into Deciphering The Metrics with you in the coming days, but hopefully it is clear that real success in Digital Marketing is going to require a lot more time, energy, and expertise than one person can possibly possess. Especially if that one person is busy servicing the HVAC or Plumbing needs of his clients. Let Trending Up be part of your team. We know this stuff.
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