In today’s economy, business owners care about growing revenue and profits. You want to know the impact of each marketing investment, and compare those results to established goals.
Online Marketing metrics have been forever transformed by the abundance of information available on websites and social networks, and now make it possible to quantify how campaigns and programs deliver value in line with company revenue objectives.
How to Measure and Optimize ROI with Online Marketing Metrics
With the appropriate Web analytics codes activated on your website landing pages and conversion forms, you can determine the best performing campaigns, traffic sources, landing pages, offers, keywords and forms.
For each business objective – awareness, branding, referral traffic, lead generation, sales and marketing cohesiveness – there are different sets of Online marketing data generated by your online marketing tactics and campaigns that you will want to watch.
Awareness and branding metrics focus on how well you’re doing driving traffic to your website, how well your keywords rank on the search engines, and how well your social media and link building efforts translating into a worthwhile amount of referral traffic.
Lead generation metrics focus on conversions – actions you want visitors to take – and the conversion rate performance of your landing pages. If lead generation is your focus, then you will want to track and pay more attention to conversion rate data pertaining to how well your landing pages and forms are resulting in event registrations, information requests, media downloads, and other key online marketing and lead generation metrics.
Sales and marketing cohesiveness metrics focus on how well your lead generation and lead nurturing strategies are resulting in high-quality, sales-ready leads that convert to customers, enabling you to make sure the right types of leads are getting handed off to sales.
Watching the online marketing metrics that matter the most to your goals allows for replication of success – doing more of what’s working for your organization – and continually testing and tweaking to improve performance.
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RIM Specializes in Search Engine Marketing: Blogging, Social Media Marketing, Content Marketing, PPC Advertising, Web Analytics and Other Internet-Based Marketing Strategies to Help Your Business Get Found, Generate Leads, Build Relationships and Measure Results.
