As a dedicated marketer, you are constantly monitoring your marketing campaigns to make sure they are achieving the desired results. If you, like many marketing managers, are only checking traffic and leads, you’re missing out on valuable information that could make a real difference in the way you direct your next campaign. There are several key metrics every marketing manager should be tracking; we’ve broken them into four categories so you can begin by concentrating your efforts on areas of particular concern to company. Marketing automation software should provide you with this necessary data; before you make the year-long commitment required by most of the companies that provide this software, make sure the one you choose provides insights in each of the following categories:
Goal Setting and Progress Tracking
Determining the effectiveness of your lead generation efforts will help you to better manage your time.
- Leads Waterfall – This chart visualizes the number of leads you need to achieve on a day by day basis to reach your monthly goals; plot each day’s progress so you can immediately pick up the pace if your efforts are falling short.
- Traffic Waterfall – Use the same method to track traffic goals so you can immediately identify if you need to improve or change the focus of your content.
- Average Close Rate – Monitoring your closing rate shows whether you are developing are high-quality or a waste of your efforts.
- Leads Growth Per Day – While many marketers track month to month lead growth, when you examine day by day growth you get a more accurate picture since months vary in size
Identifying the effectiveness of each of the channels of your interactive marketing strategies, such as social, SEO, email, etc., allows you to allocate your efforts and budget where they will achieve the greatest ROI.
- Month-to-Date Goal per Channel – Tracking the number of leads each channel produces on a daily basis will help you keep on target to meet your monthly goals.
- Close Rate – Helps you separate channels that seem effective because they generate a lot of traffic from ones that actually are effective because they generate actionable leads.
- Percentage of Paid vs. Organic Leads – Comparing the effectiveness of your organic (non-paid) lead generating activities, such as blogging, social, SEO, and email, to paid ones like search ads, Facebook Sponsored Stories, and Twitter Ads, can help you reduce your dependence on paid advertising.
Gauging the effectiveness of your content, such as blog posts, white pages, and e-books can be difficult; these metrics will allow you to fine-tune your efforts so you consistently produce lead-generating content.
- Leads Generated Per Offer – Gating your content behind a landing page allows you to measure its effectiveness by tracking the number of visitors who fill out the forms.
- New Contacts Per Landing Page – Identifies the number of new contacts who fill out the forms on each landing page to better track their effectiveness.
- Clickthrough Rate Per Call-to-Action (CTA) – Monitors the number of people who click on the CTAs on your website; allows you to test variations to find the most effective format.
- Keyword Traffic – Measures keyword performance based on the amount of traffic coming to your content from each keyword.
Marketing Qualified Leads (MQL)
Marketing qualified leads are leads that are ready to be passed onto your sales team. Your company will have its own way of determining when a lead is ready; these metrics help you determine the effectiveness of your marketing efforts at generating MQLs.
- Total MQLs Per Month – See if your online marketing strategies are growing or maintaining the number of MQLs produced from month to month; track by business day for a more accurate picture
- MQLs Per Channel – Helps you identify what each channel does best, such as funneling visitors to your site, turning interest into MQLs, etc.
- Percentage of Leads that are MQLs – Monitors your company’s effectiveness at MQL generation compared to lead generation.
- MQL Conversion Rate Per Offer – Measures the rate at which an interested person becomes an MQL after reading or watching your content, so you can better focus your content creation efforts.
As you can see, tracking these metrics can make an enormous difference in the effectiveness of your marketing efforts! For more information on tracking marketing metrics, helpful reviews of marketing automation software, and expert content creation services to drive your marketing efforts, you can always turn to Blue Interactive Agency.
Click here to connect with Blue Interactive Agency today at 954-779-2801 for expert content creation services and social media marketing to help your interactive marketing strategies succeed.