April 10, 2018
5 digital marketing metrics successful businesses need to know about
One of the enemies of long-term commercial success is complacency. While last year’s bottom line might have made your stakeholders happy, this year represents a completely different challenge. For long-term success in the digital age, you need to be sure that all your digital channels are performing.
Whether it’s your social media channels or your websites, your online marketing tools need to be continually monitored. Not only do these tools need to reach your target audience, but they also need to deliver conversions. There are five digital marketing analytics that can show you which sites are successful or where they need improvement.
Traffic is perhaps the most obvious marketing analytic large businesses need to be fully aware of. But this isn’t just a counting exercise. To effectively tailor your various marketing messages to the relevant audiences, you need to know exactly what is bringing traffic to your websites.
There are five channels that should be tracked on an ongoing basis: organic, direct, referral, social and paid. In the early days of the internet, organic traffic was the most important, as it refers to the users who arrive at your website after using a search engine for a particular keyword. But as the likes of Google makes manipulating search results more and more difficult, referral, social and paid channels have become increasingly significant.
While high levels of traffic are always desirable, they can count for very little if people land on your website and quickly lose interest. Attracting traffic is only the beginning of the digital marketing journey. Once visitors have arrived, you need to convert them to customers or active engagers.
Increasing conversion rates involves a range of different measures, including the use of calls to action, effective contact forms, multimedia, visual storytelling and content with value. If your website isn’t turning visitors into customers, you have a real problem — which is why monitoring conversions is so important.
You may have created a slick, professional and effective commercial for your social media channels, but it will count for nothing if people don’t see it. There are many reasons why people don’t see certain ads, including the time they are released and what is happening in the world when they are running. In some instances, consumers are either tuning out these messages or simply switching them off.
Measuring engagement usually refers to the likes, shares and comments your messages accrue on social media channels. When people actively engage, you can be reasonably sure that they’ve received your message. But then the message is missed, engagement statistics can often help you to understand why.
4. Click-Through Rates
Click-through rates usually pertain to pay-per-click ads (PPC). They are a measure of how many times your ads are clicked in relation to how many times they show up on consumers’ screens (impressions). Low click-through rates can indicate several deficiencies in your marketing strategy, including an irrelevant landing page, a weak offer or an inappropriate target audience.
5. Site Loading Speed
Internet users are now more impatient than ever before. According to Kissmetrics, people will simply hit the “back” button if a site they’ve landed on takes more than three seconds to load. The best tool for measuring site speed is Google PageSpeed Insights. Not only does this free service give you your website’s official loading time, it recommends how to resolve any issues.
Identifying the most important digital marketing analytics and monitoring them on an ongoing basis is crucial to the health of your bottom line. But when you identify potentially damaging issues, responding quickly with the help of marketing specialists is absolutely vital.