In an inbound marketing campaign , the ability to measure and analyze your performance indicators is one of the keys to the success of your campaigns. This is how you will be able to identify which strategies are working and which are not, so that you can take the right steps to adjust and USA Phone Number List your processes. Yet there are many who pay little attention to this data, or who prefer to ignore it altogether, whether for lack of understanding or disinterest. A study of ‘ Unica , 57% of marketers cite ” the extent of learning and analyzing KPIsAs one of their biggest challenges in their business. Which is rather alarming because, if you don’t read and understand your KPIs, you are not in control and there is a good chance that you are going right into the wall.
Can you answer these simple questions:
How many people visit your website each day? What is their provenance? By which page (s) do they discover your site for the first time? You will easily understand that having linked your Google Analytics or Hubspot account to your website is a good start, but you still have to know how to use it … It is true that this tool is quite confusing for the most novices because it provides us with a plethora of indicators, each more complicated than the next. You don’t have to understand and use ALL of this data to read your website effectively, some of it may do the trick.
Two key digital performance indicators
The aim of this article is to show you which metrics are important for your digital marketing campaigns . We have categorized these indicators into 2 groups that we regularly use as a reading grid and which, in our opinion, are in line with the inbound marketing methodology : traffic and conversion rate. The first is the phase of attracting the customer to your website (through content creation, social media presence, and search engine optimization), while the second is him to the number of visitors who will have taken a particular action that will have enabled them to move from the visitor stage to that of lead.
N ° 1: KPIs specific to traffic generation
Measuring the volume of inbound traffic is usually the first thing you look at when logging into your Google Analytics account. This data measures all unique visitors to your site during a specific period of time (last 24 hours). This is important information that will tell you about the quality of the activities of your traffic attraction phase .
Your digital campaign may have other key KPIs
This list is not exhaustive since, depending on your objectives and constraints, you could be interested in other equally interesting indicators, such as the cost per lead or the cost per click if you have set up some Adwords. But if they are well mastered, these few indicators will allow you to better understand your inbound marketing campaigns, to locate the opportunities and dangers that present themselves to you, and to optimize your return on investment.
Focus on the KPI’s that make sense for your business website
In a large company with many departments and present locally as well as internationally, it would not be surprising to find in a banal marketing plan several dozen KPIs to monitor and for which monthly reports are expected. How then to effectively analyze the performance of the company in this tide of data? One thing is certain: wanting to master too many performance indicators means making sure you do not know what to do with them. Concentrate on the essentials: ask your staff to choose the indicators that are really important for their department and which guide them in their daily actions.