Did you know that not every marketing campaign can generate the expected results? Some convert poorly, while others fetch excellent results. But regardless of your digital campaign performance, keeping track of appropriate marketing KPIs can enhance its outcome.
To succeed in a B2B marketing campaign, use KPIs to keep the business goals in line and check your marketing strategies. With a track of your strategies, it’ll be easy to identify working initiatives and those that are failing. However, most b2b entrepreneurs don’t know how this is done, and that’s where a digital marketing agency comes in.
This article looks into Key Performance Indicators suitable for a thriving marketing campaign and how a digital marketing agency can transform, and help you achieve it.
Understanding Digital Marketing KPIs and Their Importance
KPIs act as benchmarks in digital marketing whereby organisations use them in measuring and tracking their marketing progress. These metrics factor on the marketing project’s growth, whether it’s following the set track, and its outcome. However, not everyone is good at identifying KPIs hence the need to engage professionals.
Setting Up Goals and Choosing KPIs
To gain the most from KPIs, use them to weigh specific objectives. Without dealing with specifics, the metrics might track everything taking more time and detailed observations that might be hard to understand. However, useful KPIs should be smart, measurable, achievable, relevant, and time-bound.
Before choosing a KPI, your digital marketing agency will factor in the following;
- Does the KPI relate to the precise goals of your business?
- How long can you take before checking and reporting the results?
- Can you analyse the results or require a tool for this?
- Is the indicator related to any factor in your marketing campaign?
Primarily, KPIs are meant to develop long-term business goals. However, they’ll often indicate short-term reports of the campaign, which are key in knowing your business health. Your preferred digital marketing experts will check the short-term reports and make the necessary changes to salvage your business while still in its early stages.
Wondering which KPIs are great for your digital marketing strategy? Here’s a look at common KPIs used in improving marketing performance;
SEO KPIs
The use of SEOs is strategic for digital marketing. However, several measures must be taken to bring much-needed traffic to your website.
Here are a few SEO KPIs that can boost your online content:
- Backlinks: These monitor how many times different websites link to your page.
- Organic search traffic: This shows how many visits were made to your website after an online visitor found your business through a search engine.
- Keyword ranking: Identifies the position of your page when a search is run on a search engine.
- Sessions: Identifies how many times an online user visited your site, spending at least 30 minutes.
- Page views: Records the total number of views made to your page over a specific period regardless of visitor type.
- Web conversion rate: This calculates the ratio of conversions and purchases done by your site visitors. However, these calculations vary depending on how your page is set.
- Total traffic volume: Monitors how many individuals visited your website in a targeted period.
Traffic Sources
Different sources can cause traffic to your website. As such, it’s essential to identify whether it’s a result of paid ads or organic searches.
Below are important KPIs for your traffic source:
- Bounce Rate: This KPI shows online users who visit and leave the site immediately
- Referral traffic: Site visitors that come after clicking your link from a different website
- Direct traffic: Monitors site visitors who use their browsers to type your web address.
- Campaign traffic: Reports on visitors who come after a tracked online campaign
- Organic traffic: Shows visitors resulting from search engines
- Total conversions: These are measured differently according to the website structure and purpose.
Email Marketing
There are several KPIs that make your email marketing successful.
They include:
- Conversion rates: They show how many purchased after clicking links provided in an email.
- Delivery rate: Monitors the actual number of emails that were delivered to subscribers.
- Click-through rate: Indicates how many individuals opened the link from the delivered and reports in percentages.
- Spam rate: This shows how email servicing companies and subscribers consider your emails to be spam.
- List size: Gives you an email list of all subscribers.
- Email open rate: Points out the ratio of opened emails to the emails delivered.
- Unsubscribe rate: Checks how often email subscribers sign out of your subscription list.
Content Marketing
Do you know that content marketing is integral in product marketing and maintaining an informed client base?
However, the following KPIs must be used to create an impact in the campaign:
- Downloads: The KPI identifies how often site visitors leave their emails to find content, participate in webinars, or have downloadable pdf sent to them.
- New leads: Identifies new email subscribers who come in after reading content from your page.
- Marketing qualified leads: identifies leads that could become possible customers.
- Organic traffic: Identifies visitors who came after their keyword search led them to your content.
- Time on page: Time visitors spend reading blog content or watching vlogs.
Customer Lifetime Value (CLTV)
The amount of money you earn from a specific customer within a given business duration is called customer lifetime value. Establishing long-term value for every lead is crucial to your digital marketing business. Digital marketing agencies use metrics that can identify valuable clients and create a campaign to analyse suitable amounts that businesses should spend on customer acquisition.
ROI
How do you determine the achievement of financial objectives in your marketing campaigns? The return on investment KPI tool calculates the difference between the campaign revenue and investment. With these calculations, you can tell whether you’re achieving your financial goals or need to reengineer the campaign.
For a comprehensive financial report, separate the ROI according to its marketing activities. This includes content marketing, paid ads, and email marketing.
How Does a Digital Marketing Agency Track the Progress?
Tracking your KPI progress is key to meeting important system measurements. Although it can be done manually using data obtained from Google Analytics and filling it in spreadsheets, virtual assistants can effectively do it for you. Besides, a tech team can develop measurement systems for your KPI.
How long should you wait to start tracking your KPIs? Go for weekly tracking if your KPIs need weekly adjustments. Also, use the monthly tracking option if you need monthly reports relayed to investors. However, slow marketing strategies that may take long to provide a change should use quarterly tracking systems.
Final thoughts
A reliable digital marketing agency offers several tools that you can employ in tracking your marketing campaign performance. However, you don’t need all the KPIs to experience an efficient and result-oriented digital marketing campaign. Use the one that’ll give personal satisfaction and offer continuous business improvement.
