As the management guru Peter Drucker said: “What gets measured, gets done.” How do you know what’s working and what isn’t – if you don’t measure outputs and response rates? Here are some of the things you can think about, with regards to marketing metrics and measurement:
OUTPUTS
Set targets for of all your ‘marketing outputs’, i.e.
* Blog posts
* Newsletter
* Press releases
* Social media connections
* Talks given
* Networking events attended
WEBSITE
* Total number of indexed pages
* Unique Visitors
* Bounce rate
* Page impressions
* Popular times of day to visit your website
* Average time spent on site
* Page views
* Referral traffic (i.e. traffic arriving from other websites such as Facebook or Twitter)
* Backlinks
* Number of downloads (of, say, guides)
NEWSLETTER
* Subscribers, open rates, click through rates, hard bounce rates (i.e. dead email address), soft bounce rates (temporarily unavailable), spam complaints, unsubscribes
SOCIAL MEDIA
* Social media reach
* Twitter Followers, ReTweets and other mentions
* Facebook connections, Likes and Follows
* LinkedIn connections, conversations, meetings
MEDIA RELATIONS
* Number of media contacts
* Number of press releases sent
* Number of interviews
* Number of media mentions
* Volume of media space attained
CUSTOMER
* Data quality
* Sentiment
* Product / service knowledge
* Referral rate
* Acquisition rate and trend
SALES ENQUIRIES
* How did they find you? (Which of your promotional techniques are working and which aren’t?)
* Sales enquiries (total and by promotional technique)
* The average cost of a sales enquiry
* Promotional ROI (Return On Investment)
* Conversion rates
Even a little information will help you to see trends, in terms of what is working and what isn’t. As always – any questions – just ask!
Written by marketing consultant, trainer and speaker Nigel Temple.
