One of the most exciting aspects of digital marketing is the fact that it is much more measurable than its traditional marketing counterparts. Where once you had to depend on blind faith and gut feeling, now you have access to a treasure trove of data and analytics. However, that data can be confusing at times so we have asked CloudRock, an SEO agency from Singapore to discus some key digital marketing KPIs that both small and big companies can use.
Search Engine Optimisation Metrics
Search engine optimisation (SEO) is the practice of increasing your organic rankings in order to drive more targeted organic traffic to your website from the major search engines. These search engines include Google, Baidu, Yahoo or Bing. According to CloudRock Singapore, some of the key metrics you want to measure and track are:
- Traffic from Organic Search: How much traffic are you getting from your organic search channels?
- Keyword Ranking: How well are your most important keyword ranking? How about your long tail keywords?
Content Marketing Metrics
Content marketing refers to the practice of creating engaging content in the form of blog posts, articles, videos or other formats to attract people to your website. Content is so important in the digital age that some regard it as the currency for digital success.
- Content Upgrade Downloads: How many times are your content upgrades or gated content being downloaded? Which channels are providing you with the best conversions? Which ones are being downloaded?
- Content Consumption: Which content are your website visitors consuming before they convert?
- Bounce Rate: Examine the bounce rate per content type or themes to determine if any resonate with your visitors
Email Marketing Metrics
While some proclaim that email marketing is dead, we beg to differ. In fact, email marketing has proven to have a higher ROI than even social media channels. But of course, it has to be done right. The days of spamming every email address you come across is gone. These days, you use email to build a long term relationship with your customers.
- Open Rate: How many of your email subscribers opened your emails?
- Click-through Rate: How many people who opened your email clicked through any of the links?
- Conversion Rate: How many people converted from your email marketing efforts?
Social Media Metrics
Social media is ubiquitous. Almost everyone and their mother has either a Facebook, Instagram, LinkedIn, YouTube or Twitter account these days. You have to be active on social media. However, just because everyone has an account, it doesn’t mean that you need to be on every single social network all the time. You need to be able to measure and understand which channel will provide you with the most returns.
- Fans / Followers / Subscribers: How many fans or followers do each of your channels have? Are they your target market or are you getting fans from click farms?
- Engagement Rate: How engaged are your fan and followers? There is no point having
Metrics Your CEO Will Love
Most of the metrics above would be critical for the digital marketing practitioner. However, your management team and CEO in particular might find those too granular. If you need to report upwards, here are the metrics that you would need:
- Cost per Lead per Channel: How much are your leads costing you, broken down by the various channels?
- Lead-to-Sales Conversion Rates: Once you get your leads, how many of them turn into actual sales? This will help measure the quality of the leads you get from the various channels.
These digital marketing metrics have served many companies well in their efforts to be more data-driven. Have we missed out any KPIs that you use on a regular basis? Let’s have a discussion in the comments below!
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