What’s the best method for measuring your brand’s engagement?
Somewhere along your journey into marketing you’ve probably heard that key performance indicators, or KPIs, are integral to crafting your marketing budget. This is true; KPIs measure the success of your projects and key business objectives to help you get the most out of your spending.
Where do you start? There’s a vast amount of data available when measuring your engagement impact. But how do you discover what’s useful in meeting your objectives and what will best harness the purchasing power of your marketing budget? Don’t get overwhelmed by KPIs, let’s organize and strategize to get you a better return on your investment.
Measuring Engagement: Getting Started
First, let’s be sure that you’re pooling your resources. Are you using “Smarketing”? Smarketing will align your marketing and sales teams so that you’re cultivating revenue efficiently.
If you haven’t adapted smarketing by now, you’re probably still rocking an mp3 player and a flip phone. Move into the glorious world of cohesion with your marketing strategy and your technology too!
Now that you’ve brought your team together in magnificent harmony, you can break your marketing sales funnel process into these three distinct stages:
From here you can easily select which section your KPI will pertain to and separate them into more manageable segments. You can also see the KPIs as they relate to the customer during each step of their buying process. At every stage, buyers have different need and the stages KPIs fall into should reflect this.
Our focus for today will be on the KPIs necessary in the first stage of the buyer’s journey: awareness. We’re going to start by breaking down this stage’s data into three simple questions:
1. What data should you be examining?
2. Where can you find it?
3. What can you do about it?
Now that we’ve got the questions, let’s find some answers.
What to Look At and Where to Find It
Here’s a quick breakdown of where to find what you’re looking for:
How many visitors does your site receive a month? Which pages are they clicking on frequently? Knowing these answers will help you identify the “hot spots” on your website. You can gather this information through Google Analytics or HubSpot. These tools make identifying your strengths easy and efficient.
When talking websites, another factor to consider is the effectiveness of your call-to-action. Are they increasing your traffic? How long do buyers spend on those pages? Do they engage with the content while they’re there? Tools like Hotjar can help provide an in-depth analysis by giving you a visual “heat map” of how people utilize and engage with your website.
Social media has evolved far past the days of viral videos and your grandma sending FarmVille requests. It has become an invaluable tool for tracking your inbound marketing. When analyzing your social media presence, it is integral to be able to answer these questions:
- How extensive is your social reach?
- How many people see your posts each month?
- What level of engagement do they have with your posts?
- Which social media channels are performing better than others for you?
Most social media platforms showcase all of the analytics you need but HubSpot can also gather all of this information in their social reports section as well.
Keywords and SEO are also invaluable when attempting to drive traffic to your site. Raven can assist you by doing a site crawl and identifying if your site suffers from any SEO issues. When it comes to SEO, you might want to determine if there are any other keywords or phrases that can perform better than what you’re currently utilizing. HubSpot and Google Analytics can help there as well.
If you’ve finally decided to delve into paid or social advertising (like Adwords or Facebook ads) it is incredibly important to keep tabs on the strength of your analytics. What type of engagement are your ads getting? Are you increasing your site traffic with your paid advertising? Which areas of your site see traffic from these advertisements?
HubSpot and Google Analytics can help you answer these questions and keep you from funneling cash into an ad campaign that isn’t helping drive traffic.
So, We’ve Got This Data…
Now that we’ve cultivated all this data from several different sources, what are we supposed to do with all of this information? Don’t worry, here are a few suggestions that will help you get started:
Throw Some Sparkle on Your SEO
Use the data you’ve gathered to adjust any SEO errors that you’ve discovered on your site. Look at the high-value items like headers and meta descriptions to start utilizing the best SEO practices for those areas.
Improve Any Low-Performing Pages
re some of your pages and Call-to-Actions failing at generating views? That’s okay. You have all the information that you need to make these better. Look at what is performing well; what do these all have in common? Use and incorporate this information into the pages that aren’t performing as well and see if this creates an improvement.
Amp Up your Keyword Density in Content
Increase the use of keywords in your content and ensure that the content reads smoothly and organically. Adding in an abundance of keywords will make your copy unreadable. Engagement with poorly-written copy won’t be nearly as high as a well-written copy.
Capitalize on your MVPs (Most Valuable Platforms)
Now that you know which platforms perform the best, you can focus your posts on those high-value channels. This allows you to spend less time on the platforms that aren’t performing as well for you and can identify ways to improve the channels that need some extra attention.
Adjusting your Ad Structure
Are you getting the desired results from your paid/social advertising ad structure? If not, consider narrowing your audience or creating a more defined focus. You should also re-evaluate your advertisements call to action. Do you think you can better capture your audience? Try it and see!
Key performance indicators are the heart of your marketing strategies. They can determine whether your time, money, and effort are presenting your company’s best self in this digital world. Identifying helpful KPIs will save you money and focus your available resources. Use them to build a better return on investment and to increase your online engagement.