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In Part One of this Four Part series, we discussed the Basic Metrics. Those were the foundation for your digital marketing strategy. They're critically important because without them, nothing we discuss from this point forward will mean a thing. Essentially, the eight Basic Metrics we discussed previously are the concrete slab below your house. Not pretty...hard to tell what the rest of the house will look like when starting at it, but even a child can understand it's function.
Now it's time to dig deeper. It's time to start building a structure on top of that foundation. Today, we look at the Engagement Metrics. Just like the name suggests, these metrics measure the "engagement" your customers and prospects have with your company during their visit. There are twelve Engagement Metrics to which your attention should be paid.
Shares - There are numerous ways to measure this component of engagement but no matter how you do it, it's critical. You could measure total shares of all content across all platforms or get down to a micro-level analytics with shares. The content that gets shared is important, but it's just as important to know why it's being shared. How is it being used when received?
Share Ratio - Always good to know if a piece of content is outperforming expectations. For your company, when just starting, this metric may take some time to produce meaningful data, but when it does....live by it!
Engagement Rate - On Twitter, your company's Engagement Rate is the total number of followers divided by the number of Social Actions taken from your content. (Retweets, Likes, Comments, etc.) Other platforms have similar calculations so it's important to create and publish content that appeals to all sections of your database.
Premium Shares - Shares with comments and other means of emphasis are always more highly ranked than generic ones like the ones your mom sends you. Post exciting, visually pleasing content that appeals to a very wide range of prospects.
Comments - This seems like a no-brainer, but it is one of the most often overlooked segments of effective digital marketing. Control your commenting, folks! If you don't have the staff to monitor all of your social platforms for negative comments, then turn off commenting wherever possible. Respond quickly and professionally to all comments. Don't allow emotion to get ahold of your typing fingers while performing this task. Be genuine. Be up front, but no matter what....don't ignore them. Good or bad, keep up with comments. On the flip side....if you're producing and posting a ton of content, but not generating comments at all....something's wrong. Let's get together!
Bounce Rate - Pay attention to how long people stick around once they find you. If you get lot's of "Window Shoppers" then something is not right. If you're getting traffic to your site through SEO or your own, personal prospecting efforts, but they're just seeing your landing page and leaving without engaging....we need to talk. You're not grabbing them. They're not really engaged, they're just being courteous. Courteous doesn't pay the next Quarterly Tax Bill.
Time on Site - Much like the bounce rate, the Time on Site metric will help you analyze what content is grabbing their attention and keeping them engaged. If one of your "Completed Project" videos is being watched from start to finish and being shared widely....it may be a good idea to post some relative content in the upcoming days. Figure out what draws their attention and GO!!
Completion Rate - Completion Rate measures the percentage of visitors who complete the form to which you are trying to direct their attention. (Or watched the video all the way through....or played the game.....or completed the survey....or voted....you get it, right?)
Clickthrough Rate - All those links you take the time to put into your content....are they worth it? Are people actually clicking on them? If not, why? Is it the positioning? Is it the relevance? You need to get a handle on this one quickly. This metric is the exact reason that our grandfather's old "half your marketing budget is wasted" philosophy is no longer relevant in today's business world. We can measure almost everything we do for our brand with real-time data.
Amplification Metrics - Social Amplification will extend the longevity of your content. In other words, boost that thing! If you're paying to "Boost" your posts, you better see how that spend is working, right?
Influencer Metrics - Who's in your niche market? If you're in HVAC, has any of your content been shared by any manufacturers or trusted experts in the field? Is it being circulated by people who are popular in the circles in which you desire to be popular? Yes...it sounds like digital high-school because that's essentially what Digital Marketing is....you're just trying to get the cool kids to like you. Guess what....the cool kids think we're cool! Let us help get you past their bouncers and into the inner-circle.
Feedback - If your content is generating feedback, they're engaged. But what kind of feedback are you receiving? Is it negative? Are you just looking at numbers going up and ignoring the fact that you're going viral for embarrassing reasons? Feedback is the pulse of your audience. Keep your finger on it.
Running an HVAC business or a successful Plumbing Company is hard enough without having to devote hours per day measuring metrics that could be handled by a professional marketing partnership.
We've looked at the Basics. Now we've discussed the Engagement Metrics. Next up, we'll discuss the Positioning Metrics that make the Engagement Metrics possible. If they can't find you, they can't engage with you so we'll discuss the metrics to make sure your company is on the right trajectory....one that is Trending Up! (See what we did there?)
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