Online marketing is a lot about enhancing the position and influence of your brand by innovative and creative methods. Any marketer worth anything must realize that to be successful, they need to monitor as well as measure the performance of every campaign they launch constantly. This makes the marketer desperate to find effective, comprehensive and cleat set of metrics and measurement techniques to drive their marketing performance.
It will become easier to effectively monitor campaigns and ensure higher ROI or return on investment when you use the right marketing metrics and KPI. When you present the data on your marketing dashboard, all the members of your marketing team can respond to the challenges faster as well as make choices based on the up to date information.
Some marketers get really involved in monitoring web analytics data like top 20 ranking, toolbar PageRank, daily visitor count there are a few other critical metrics and KPI that can help you improve the search engine ranking of your website.
Take a look at five important online marketing metrics and key performance indicators or KPI that can help you achieve the highest ROI.
1. Rate of Conversion and Goal Achievement
When you invest your valuable time and cash in developing a website for your product or service to expand its web presence, make sure that you get back the value. Your goal may be to increase sales online or just to inform readers on the net about a particular thing, it is vital to have a system of tracking rate of conversion. This is the ratio of visitors on your website who convert their visits to your site to the actions you desire. This could include buying a product or service or registering for your newsletter.
Google Analytics tool for free is an excellent tool to help you track all the actions from sales to downloads and sign ups. There are a couple of other options like analytics service KISS metrics that has the ability to rack metrics across the virtual arena.
2. Funnel Visualization.
Some of the marketers may not be very clear about Funnel Visualization but this metric is a very efficient technique of measuring and perceiving how visitors move across your marketing campaigns to convert into clients. A marketing funnel lists the real values along with the conversion rates as it moves one step to the other. To give an example any metric may display the number of leads captured after latent customers watched your product’s introductory video. While funnel visualization will also draw attention to the less obvious conversion ratios like visitor to lead or lead to capture. Funnel visualization is a lot about being aware of the particulars for your marketing campaigns. It can be good or bad. The advantage of this is that you know the areas where you can make improvements in your process of marketing and where leads get dropped off.
3. Your Backlink Profile
It can be seen clearly from the fresh update of Penguin algorithm from Google that the value of the web links that point towards your website is very significant when it comes to SEO or search engine optimization. Marketers who are not aware of the kind of links that are there in your sites backlink profile, there is a risk of your site being punished by the search engines. You can use tools such as Open Site Explorer or Majestic SEO to understand your backlink profile better. Webmaster Tools programs from Bing and Google are also helpful when you buy their third-party search engine optimization tool.
Once you know your backlink profile check out if there any unwanted links like gambling or pornography point at your website as they are damaging. Are your backlinks made of normal sounding and varied anchor text? It is possible that your backlink profile includes a high proportion of keyword anchor texts, like when you use keywords like “cash loans” in place of “click here” as link text. Search engines sometimes consider this as over-optimization and can result in penalties. Your backlinks should not come from websites designed only for SEO, as when search engine detect that it can lead to future penalties.
When you locate such poor-quality backlinks try to get rid of them and be aware of your efforts. It is possible to find such penalties when there is decrease in traffic or normal search results rankings of your website. Backlink profile tracking has to be a continuing effort and as a marketer you must check in at least monthly to prevent penalties beforehand.
4. Visitor Engagement
By visitors engagement it means the amount of time visitors spend on your website and the value they find in your content. You can track it in several ways like Average Site Time. This key performance indicator measures the time your visitor stayed on your web page to explore. This also indicates the ability of your website to attract and maintain the interest of potential clients. You can monitor this easily by integrating powerful tools like Google Analytics into your dashboard.
According to Andrew Defrancesco the advantage of this KPI is that you know the number of people that visited your site, what they found most interesting and the time they spent there. The longer they stay the better it is for your website. The Bounce rate should be below 50 percent. This calculates the number of visitors who did not go beyond the page they landed on. More social media shares show that the visitor saw enough valuable information to share it. Visitor engagement is an important parameter as it aids in latent business expansion by offering clients and appealing experience on your website. They also aid in giving your website a search engine rankings boost.
5. Leads Per Marketing Activity
Leads Per Marketing Activity is a KPI that measures the total number of leads generated for every marketing activity the marketer undertakes. Its aim is to link to your list of marketing activities and determine ROI for every campaign. This may not be a very simple metric to nail down as the question here is how to measure, which marketing activity generated concrete leads. Even though we have referrer data and cookies it is not simple to justify time spent on social sites when people bounce from one site to another till they come to you as a willing client. The advantage of this KPI is that you know if have spent money well that has produced positive results.
Chief Marketer’s recent survey exposed that one of the most used metrics used to evaluate interactive performance by U.S. marketers is click-throughs. Click-Through Rate KPI measures the effectiveness of the marketers’ online initiatives at achieving the desired response. To give example putting an ad on another website, asking visitors to download the trial version of your software. You get a point when the ad is clicked and the visitor reached your website and you get 2 point when the software is downloaded. The main aim of these key performance indicators is to calculate your campaign’s success.
It may take some time to set up the metric, but they will add value to your online marketing endeavor.