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Over the last two pieces, we've discussed the Eight Basic Metrics as well as the Twelve Engagement Metrics necessary for success in this ever expanding online world. While the internet may seem wide open and free of regulation, there are certain rules that must be followed if you want your business to enjoy any of the benefits of Digital Marketing.
Monitoring performance as it relates to the metrics outlined in this series is a good start, but it is also a task that shouldn't be taken lightly. If you're going to deploy an online marketing strategy on behalf of your business and the people who make it work....do it right. It's not an expense, it's an investment. If the agency with whom you choose to partner feels like they sell more than they listen, get a new agency. You wouldn't keep spending money at a restaurant that served you what they wanted you to eat, would you?
In part three of our four part Metrics discussion, we'll discuss the Eight Positioning Metrics to which your attention should be paid. Positioning Metrics let you know how you're being found. Growth or reduction in any of these metrics can be a key indicator and can serve as either warnings or green-lights. You won't know if you're not giving these details the attention they deserve in your overall marketing strategy.
Search Metrics - Search Engine Optimization is one of the most commonly deployed marketing strategies. If prospects can't find you, they can't hire you, so this is a critical metric. Pay special attention to your search rankings and any volatility therein. That data can be priceless in planning your next move,
Brand Metrics - What are they saying about your brand? This is a cumulative metric that measures brand traffic in search, social, content, etc. This metric is most commonly used to measure the ROI of long-term campaigns.
Reputation Metrics - Are they saying nice things about your brand, your products, and your people? This metric focuses on the feedback and comments received across all platforms. Companies who live and die by sales numbers alone will often miss the signs of impending doom by ignoring this metric. A tanking reputation drags sales with it. Always. If you wait until the slide starts to address it, it's too late.
Follower Growth - What did you post that resulted in follower spikes? If it grabs them, repeat it! There are many reasons to monitor the patterns of growth in your fanbase, but this is a critical component in the customer acquisition math. Likes are Leads....until they buy something, they're just an expense investment.
Keyword Value - Whether you're Team Apple or Team Android....Mac or Windows....doesn't matter. Google rules them all and we play by their rules. One of the rules we must all follow is Keywords. Google invented them and we all use them. Determining the value of a keyword lets us know if it is worth pursuing or not.
PR Metrics - Most HVAC & Plumbing Companies aren't doing a ton of traditional Press Releases unless something has gone terribly wrong, but this metric is still important. Instead of journalists, most HVAC companies should measure the interest of manufacturers, hosts, and other entities that can help in "broadcasting" your news the way the press does for whatever company owns their station that week!
Reach Metrics - Awareness of your brand, until you're so big you are truly a household name, goes well beyond your logo and tagline. There's a reason McDonalds and FedEx still advertise and spend millions on marketing. How many times does an average customer see your ad? How long did the ad run? This metric measures across platforms, devices, etc.
Competitor Metrics - What are the other guys doing? Is their campaign taking focus away from your company? Does it happen every year? Think we could use that to come up with a defense? The answer is yes. We could.
Trending Up Digital Services is ready to help you navigate these rough waters. Our brand is flight related, so we don't do boating analogies, but you get the picture. These metrics are a lot to deal with. Especially if you're running a successful HVAC business. We want to be your agency, so give us a call and let's setup a 30-45 minute Video Chat. At the end of that chat, we'll know if we're a good fit for each other. No sales tactics. No confusing jargon. Just getting to know each other,
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