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Market conditions are in a constant state of change, and more than ever, CMOs need to rely on Digital Marketing KPIs and data to quantify ROI, establish marketing goal, make informed decisions, and effectively lead marketing teams. There is a wealth of metrics that a CMO can consider for marketing strategy to quantify which efforts are generating the right results and which need work. But with so many options open for analysis, it’s easy to get overwhelmed.
By observing these marketing activity metrics on your marketing KPI dashboard, you can keep your teams informed and adaptable to whatever shifts in the market lay ahead.
Every website is designed to attract an audience. But while visitor numbers are a valuable indicator for any B2B company, that figure isn’t a sure measurement of a useful website.
Drawing a big crowd to your site is essential, but what your prospective clients do once they arrive is just as crucial to observe. These digital marketing KPIs monitoring user behavior track the effectiveness of your website in establishing a customer journey and facilitating the critical transition from visitor to a viable sales lead.
Others considerations: Bounce Rate, Unique vs. Returning Visitors, Top Entry/Exit Pages
Digital advertising and social media can attract visitors to your site, but capitalizing on your customers’ search habits is the most effective way to generate traffic and a key component of inbound marketing.
Search engine optimization is an essential means to ensure that your content appears high on the results of a given search request on Google. Keywords in headlines, metadata, referring links, and other methods are all ways to raise your website’s digital profile. If search engine optimization is not already a dedicated part of your marketing plan, now is the time to start. These metrics evaluate the effectiveness of your SEO efforts.
Others considerations: Google Quality Score, Inbound Links, Keyword Rank Tracking
Buying advertising on digital channels such as email, social media, and search can be an effective marketing campaign to draw prospective clients to your website. But pouring money into campaigns that fail to improve the visibility or conversion rate for your business is a drain on your budget and marketing strategy.
Fortunately, digital ads allow you to monitor these users across every step of their journey to monitor their success. Monitoring these KPIs will ensure your digital marketing investment remains on track.
Other Considerations: Open Rate, Impressions, Campaign Influence
Establishing and retaining a strong brand name that resonates with your prospects is crucial to marketing success. But sometimes your brand identity and audience don’t square with the assumptions made in your marketing approach. And brand awareness is sometimes not an obvious metric to measure.
Through these KPIs, you can monitor brand awareness and your position in the market to gain insights into how customers feel about your organization or its services.
Other considerations: Brand Searches, Social Growth Rates, Customer Sentiment
Sales metrics are a critical part of your reporting dashboard and drive every facet of your marketing efforts. Your business’ success hinges on tracking the fundamental details of how effective it is in new customer acquisition and generating revenue and profit:
Other considerations: Lead-to-Customer Conversion Rate, Leads per Channel, Sales Revenue
These marketing KPIs are all essential barometers of your company’s efficiency and success. They are widely accepted as vital sources of data to evaluate the effectiveness and optimization of your lead generation channels.
Even after evaluating every one of the above metrics, sales are what matter most across your organization. But through active observation and management of your digital marketing activities, you can ensure your website provides an efficient, compelling path that transforms new visitors to paying clients. And that delivers a definite impact on your bottom line by any measure.
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