In today’s Marketing World, financial prowess is no longer the definitive indicator of business success. The digital format has given Marketers a plethora of tools to optimize their advertising efforts; allowing them to not only target a specific audience, but to also convince your viewers to take a specific action. But how can you tell if your message is successfully reaching your audience? By setting up and studying analytics within your marketing funnel.
Each type of Marketing funnel has its own set of Key Point Indicators (KPIs) that can be used to determine if your campaign is successful. You should decide which action you want your audience to perform first, then figure out which metrics will help you determine if your campaign is reaching its goal. This article will go over each type of Marketing funnel, the KPIs associated with each, and tell you which metric you should use to determine if you are reaching your goals.
Content Marketing
Most customers will read an article for one of two reasons – to learn more about a particular subject, or to figure out what they will need to acquire in order to solve an issue they have. Either way, all of the articles you put on your website should demonstrate that your company is the number one source for your product. These articles should engage, entertain, and educate your audience.
To determine if your articles are working, you should look at the Time On Page, Users Flow, and Bounce Rate. Time on Page will give you an estimated time frame for how long each user was reading the article. The longer this metric is, the more likely each of your users has thoroughly read your article. Users Flow will give you a map for where each customer went after they read your article. If they ventured to another part of your website, you can safely assume that your viewer wants to learn about your company. Bounce Rate is the percentage of users that leave your page in less than one minute. This number can negatively affect your SERP (Search Engine Results Page) rating, which will result in you appearing in fewer search results. Speaking of SERP’s…
Search Engine Marketing
This funnel determines the likelihood of your content appearing on a SERP list. A spider will find your website and crawl through it for relevant content and keywords. The spider will store the information for the search engine to index. Once stored, the information is then graded for relevance, quality, website typography, and search terms. When a user makes a request for a specific search term, the SERP score will determine the order that the user will see the content.
The most important metrics you should look at include Organic Traffic, Top Landing Pages, and Bounce Rates. Organic Traffic is the number of users that have naturally found your website through a search engine page. Top Landing Pages is the first page of your site a user looks at. And Bounce Rate is the number of people that have left your page in less than one minute.
Social Media Marketing
Websites like Facebook, Twitter, and Instagram is the biggest pond you can find a potential customer in. According to datareportal.com, 49% of the world population uses at least one source of Social Media. That is about 3.81 billion people, and 99% of them access their social platforms through their mobile device. And all of them are potentially available with the click of a button.
Each Social tool also has its own source of metrics, so you do not have to worry about finding another website to obtain this valuable information. When you are measuring your success online, you should look at Reach, Engagement, and Followers. Reach shows you the number of people that had the chance to interact with your content. Engagement is the number of people that have directly interacted with your content; whether they liked, clicked on a link, or clicked the expand button to finish reading your content. And Follows are the people that have signed up to see more of your content appear on their social media timelines.
Email Marketing
Unlike the other funnels, Email Marketing is much more personal. In order for a user to obtain this message, they had to have already triggered an action that gives you permission to email them. On top of that, there are several legal obligations your company will need to uphold in order for you to use this marketing funnel. For example, every marketing email is required to have an opt-out link. There are several restrictions to using this funnel, but the effort you put into an email campaign is worth the trouble.
The metrics you will want to look at are Open Rates, Click-through Rates, Bounce Rates, and Unsubscribe Rates. Open Rates are the total number of people that have opened your email, Click-through Rates is the total number of people that have clicked on a link in your email, Bounce Rates is the total number of emails that have failed to deliver, and Unsubscribe Rates is the total number of users that have opted out of receiving any more of your email content. Most Email Marketing tools will automatically delete the emails that fall into the Bounce Rates and Unsubscribe Rates category, so the only upkeep you will need to perform is making sure the content is engaging.
Each Marketing Funnel has its own goal that it is looking to accomplish, and that goal has its own set of metrics that will let your business know if it is successful. Once you have decided which Key Point Indicator you want your campaign to focus on, you can find the right tools that will let you refine your campaign. The Marketing Agency helps Enterprise Businesses with these metrics will allow your company to fine-tune the smallest detail; giving you the right customer for the right price.
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