Practical guide to know when to review your marketing metrics

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There are many marketing metrics that can be monitored regularly. You can check the number of visits, sales opportunities and customers that generate all your marketing activities. In addition, it is also possible to check how many monetizing, analyze the performance of your calls to action (CTA) and find out if you’re getting inbound links to your website. However, this is only a small part of the extensive list of metrics you can check.

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Although it offers a wide variety of metrics, it is not necessary to analyze all daily, or even every week. Some marketing metrics do not need that level of care, and if you check too often really be wasting valuable time that could be devoted to other tasks.

In this publication, we’ll help you discover what metrics should check and how often should you.

Marketing metrics you should check daily

visits

The number of visits is the number of times a user visits your site from an external domain. This metric will give you a good idea about the performance of your website attracting visitors. With any luck, these visitors will become potential customers of your company. 

Check this metric daily is useful, because if you ever have unsatisfactory results, the performance of the month could be affected. Daily review these data will help resolve more quickly any problems that might cause a decrease in visits for the rest of the week or month is not affected.

Number of sales opportunities

The total number of sales opportunities will give you an idea of ​​how many qualified visitors are attracting to your website. When a user visits your website has no obligation to complete a form or download the content material that you created. However, if you choose to do so and becomes a selling opportunity, it means that your efforts are effective. 

Like the visits, sales opportunities are a metric that should be reviewed daily. If you have goals to meet sales opportunities as part of the agreement with the sales team, changes one day could affect the final result. The report daily sales opportunities can also let you know if your website has the expected results. For example, if you change a link from your homepage that directs visitors to a landing page one that leads to your Facebook page, perhaps the number of sales opportunities that generate that day is less. Check daily that information will help you solve problems that arise immediately so that the results of the rest of the month are not affected.

Sales opportunities and visits per channel

In addition to measuring the overall number of visits and sales opportunities generated by your website, it is also important to analyze these metrics by different marketing channels such as organic search, paid search, social media and email marketing , among other.

“Analyze the number of sales opportunities that generate in each channel daily to ensure that your efforts will help you achieve your goals at the end of the month , ” says Amanda Sibley , manager at HubSpot campaigns. “If you find that a channel has better performance than expected, perhaps you should invest more time and resources on it to reach your goals.”

Certain campaigns that you hold might need more than one day so you can see results, something we’ll see in the next section. However, you could get immediate results based on each channel. This will help you discover how your team should invest their time and resources. You should focus on sending another email or in their efforts on social networks? Perhaps one should write more content to influence organic search. 

If you have this information daily, you can make changes on the fly mid-week rather than having to wait until the end of the month, by which time it might be too late. 

Marketing Metrics

Metrics that you should check each week

Bells

It is possible that some of the campaigns that you implement need more detailed than that obtained after reviewing only the number of visits and generated sales opportunities analysis. In these cases, you should avoid reviewing data every day. Instead, it analyzes the metrics each week.

For example, suppose you threw an ebook on Monday. That same day, sent an email promotion to your target audience. In addition, some tweets you posted, but you still have other promotional activities planned for the rest of the week. Already have some items ready to publish in the blog, an external website write about the launch of the ebook and have some announcements scheduled payment. In one day, you will not get the results that you will show if the campaign was a success or a failure. You have to wait a week until all promotional activities have been implemented.

And depending on the results you get each week of the campaign, makes the necessary adjustments. At the end of the week, it analyzes how many sales opportunities generated the campaign. Notes the conversion rate of the landing page and performance that had each of your marketing channels to promote the offer, and repeat this process every week for the duration of the campaign.

Why?

“If you implement a longer campaign with promotional activities extending over a month or even a quarter, it is important to analyze the metrics that campaign once a week. This can help you streamline and adjust your tactics depending on the data , “says Laurie Aquilante , corporate marketing manager at HubSpot. “For example, suppose you implement a campaign of one month for an upcoming event. You may find that your posts on social networks are generating more conversions than paid advertising in this campaign, so you decide to invest more in these platforms. “

Marketing Metrics

Inbound links

Create content to develop an audience and a brand for your company takes time, but when you start having good times, you’ll notice that other people start to link to your site. The number of inbound links you get will increase and as a result, improve your ranking for certain keywords. 

If you check your daily inbound links probably get frustrated because the numbers do not change so often. However, make a weekly review will help you discover some important aspects. First, you’ll get an idea of ​​the growth rate of the number of inbound links. This figure could have a variable rate of increase depending on the content you have. Secondly, you will discover what content tends to help you get more inbound links. If you focus on increasing the number of inbound links to your website, you’ll have a better idea about the content you need to publish in the future to obtain valuable links.

Clickthrough rate of CTA

Your website must have calls to action (CTA) to direct visitors to certain landing pages. At a minimum, place one on each blog article you post. It adds CTA for all your website: on your home page, price page, the page about the company, product pages and any other pages where there is any chance of conversion.

And at the end of each week, monitors their performance. How many clicks they obtained on each page? Do certain calls to action performed better than others? According to the results, you must decide whether you’ll use the same CTA or if will change. In addition, you may choose to change the location of the CTA to a specific page. Gather this information each week will help you optimize your site constantly, locating aspects that can improve and find new points of conversion.

“Specifically, you can take your clickthrough rates CTA various blog as a tool for decision making. If you have more than one relevant CTA for a blog post, use the through rate (CTR) for calls to action as crucial to select which generates better results factor , “says Pamela Vaughan , manager of optimization and growth HubSpot. “The higher the CTR, the more likely that the call to action convert visitors into sales opportunities.”

General blog visits

No matter if one or five articles you write for your blog each week; the important thing is that you must wait until the end of the week to review the results.

Why?

Because blog posts gain momentum over time. Review the number of visits publications obtained the same day of its release could lead to opposite results you are looking for. Perhaps subscribers do not read article on the same day as they may be waiting to do the next morning way to work. It also takes time to get momentum in the publication search engines or social networks.

At the end of the week you should evaluate the performance of your blog in general and each item individually, see what topics interested him most to your audience and deepen publications generated sales opportunities (have themes or specific formats in common ). 

“Use the information you gather on the themes and formats that generate more traffic and sales opportunities to improve your editorial strategy,” says Vaughan. “If ever you are unable to reach your goals traffic or sales opportunities, this information will allow you to make smart decisions about editorial material to which you have recourse to recover.”

Marketing Metrics

Metrics that you should check each month

Ranking in search engines according to a campaign

Your ranking in search engines probably will not significantly increase the overnight. Although you write the best publication with an important keyword for you, maybe this will remain in the same position or just a place to achieve progress. Have a good ranking in the search engines takes time.

Suppose you launched a campaign with the goal of improving ranking for your keywords. You wrote a lot of content for the blog and created an ebook for the campaign. When you notice a difference in your ranking in search engines?

It might not obtain changes in a day or even a week, but if you check the metrics at the end of the month, the search engines have had enough time to track and properly classify your content. Reviews the classification of your most important keywords at the end of the month to confirm whether your campaign made a difference.

Cost per lead

The cost per lead (CPL) is calculated by dividing the amount invested in an effort advertising by the number of sales opportunities generated specific payment that effort. The CPL is useful for determining whether it was worth the publicist invest in a determined effort to pay.

“Monitor your monthly CPL to ensure you stay within a reasonable budget and invest your money efficiently. This will generate lasting results in your bottom line, “says Sibley.

At the end of each month, evaluate your paid campaigns. ¿You have generated enough sales opportunities across channels? Are the sales opportunities you generate with paid campaigns are of good quality? Is there any way to improve paid ads to decrease the cost per lead?

Let your ads run their course fee for the month. So, you have enough to make decisions that affect your efforts pay as you progress results.

Average clickthrough rate of emails

At the end of the month, analyzes the average clickthrough rate of your emails. Do people actually open your messages interact with them (ie, click on the link or email CTA)? This measure will provide much information about the performance of your emails and help you discover what aspects should repeat in marketing messages you send in the future.

If you send an email and you evaluate clickthrough rate, get information, but probably not enough to affect how you should implement email marketing program. However, if you evaluate all emails sent during the month, you’ll have a better idea about the aspects that influenced the clickthrough rate. Do your emails have a specific format? How do you interact with the recipients of your message to invite them to click on the various links? Having data entire month will help you gather this information.

“In addition to analyzing the average open rates and clickthrough of all emails, evaluate what messages were the best and the worst results, and see what you can learn from them,” said Aquilante. “See if emails were the best performers had things in common, such as the sender’s name, images, tone, etc.”. 

Marketing Metrics

Social media metrics

Interactions in social networks will vary throughout the month. You get new followers and lose some. Do not let this information will lose sleep every day. Check the data once a month to make sure everything is in order. If you lose too many followers, maybe you should focus a little more on social networks for your next campaign. 

Marketing Metrics

Metrics that you should check at the end of the sales cycle

Conversion rate customer sales opportunity

The conversion rate of customer sales opportunity is obtained by dividing the number of customers you closed by the number of sales opportunities that were generated. This is an excellent metric for the end of the sales cycle, since it will allow you to measure the effectiveness that demonstrated your sales team when working with the opportunities you generated. Thanks to this, you’ll have a better idea of ​​how many opportunities to generate sales compared to how many customers close the sales team. 

“You exceeded the target sales opportunities this month? Great! Now it was time to check if your target customer rebasaste with a proportional rate. It is always important to observe both the quality and quantity of sales opportunities for your funnel. Often, marketers are excited by an increase in the number of sales opportunities, but later realize that these were disqualified in the sales process , “says Angela O’Dowd , marketing manager of partners in HubSpot. “After all, your goal is to help the sales team close more business, so you have many opportunities for selling poor quality is a waste of time.”

Suppose you generated 1,000 sales opportunities for your last sales cycle, but only 10 came to close. That means you have a conversion rate of 1%. Strive to increase this number to the end of your next sales cycle is an important goal. If you generate 1,000 leads, but most do not get to close, maybe it’s time to change strategy. Sometimes generate less sales opportunities, but higher quality, is a better choice.

Revenue generated marketing activities

You check the number of visits and sales opportunities that generate in each channel daily. But to what extent your channels (such as email marketing, social networks, means of payment and organic search) affect your bottom line? Have you considered analyze income generated by these marketing activities?

At the end of your sales cycle you must determine to what extent your marketing efforts influenced the bottom line. These metrics can help you supplement your marketing strategy for the next sales cycle. If your email marketing efforts do not generate revenue for commercial activities but other organic search efforts, maybe you should focus more on that aspect of marketing. This information can be extremely useful at the end of the sales cycle to know where to invest the time and resources you and your team.

“Link your marketing efforts with income is very important for the growth of your company , ” says Christine McLaughlin , marketing manager at HubSpot field. “Take time to talk to your sales team on revenue results of campaigns and create a list of ideas with marketing and sales areas that need improvement. Additional point: to have greater transparency will allow you to work more closely with your sales team so and encourage the exchange of comments between the two parties. “

Marketing Metrics

What marketing metrics you measure every day, every week and every month, or at the end of your sales cycle?