Sounds like an obvious question, doesn’t it?
Whether you’re a new business just starting out or more established and aiming to grow, it’s always good to clarify what your marketing goals are.
Once you’ve decided what they’re going to be, you need to choose the right metrics that support your business goals and which you can measure your success.
Here’s a selection of some of the most popular marketing goals that you should be thinking of using, along with their associate metrics.
Goal 1: Brand Awareness
Metrics:
- Website traffic
- Video views
- Document views
- Downloads
- Referral links
Goal 2: Engagement
Metrics:
- Blog comments
- Likes, shares, tweets
- Forwards
- Inbound links
Goal 3: Lead generation
Metrics:
- Form completion and downloads
- Email subscriptions
- Blog subscriptions
- Conversion rates
Goal 4: Sales
Metrics:
- Online sales
- Offline sales
- Manual reporting and anecdotes
Goal 5: Customer retention and loyalty
Metrics
- Percentage of content consumed by existing customers
- Retention rates
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Goal 6: Upsell / Cross-sell
Metrics
- Upsell/cross sell
- Sales of new products /services
Do your metrics support your key business goals and objectives? What insights will the results of your metrics tell you?
These are the questions you need to be asking yourself.
You need to evaluate your list of metrics quarterly, bi-annually or annually to make sure you’re capturing the information you need and helps answer your key questions.