6 Tips for Choosing the Right Metrics for Your Digital Marketing Campaigns
The power of digital marketing in today’s ultra-competitive world is hard to overlook. Both large and small brands are racing to build an online presence that boosts their conversions and increases their revenue. There are too many tabs to keep an eye on, from web design services, social media accounts management to email and content marketing.
Hiring digital marketing agencies allows brands to leverage the technology and expert skills of experienced marketers to gain an edge over their competitors. KPIs (Key Performance Indicators) are an integral part of any digital marketing package. You can track your campaign efforts through quantifiable metrics, allowing you to get value for money.
Here’s is a closer look at what you need to know about picking the right metrics.
1. Start With Your Business Goals, Not the Campaign Objectives
It can be easy to get carried away by the stunning pitches from digital marketing agencies which dot different metrics and analytical tools. Your KPIs need to have a direct relation to your overall business objectives. It allows you to have a pulse over the performance of your campaigns while fixating your eye on the bigger picture. Whether looking to meet specific sales targets or raise brand awareness, start with the higher-level objectives before working backward to the metrics that best fit the set goals.
2. Assess Previous Marketing Efforts and Metrics Used
Your previous SEO campaign may have attained specific conversion rates, keyword rankings, bounce rates, and search traffic. Using this information can help you build on more robust measuring metrics with the new digital marketing agencies. Incorporating lessons learned and adapting to new analytical tools allow you to make improvements that guarantee a better analysis of your marketing efforts.
3. Set Realistic Expectations
Some digital marketing agencies may embellish their achievements in their case studies and pitches, creating a false impression on the clients. It may result in brands requesting unachievable targets or focusing on vanity metrics. Vanity analytic tools churn out numbers that do not add any tangible value or tell which actions to help meet your business objectives. Take time to analyze the different action-based metrics with the internet marketing consultant, maintaining a healthy expectation for your campaigns.
4. Analyze The Negatives Too
Digital marketing agencies often trail their eyes on the positive, optimizing campaigns to deliver more leads, sales, and revenue. However, it’s also critical to keep track of your weaknesses, avoiding wearing figurative blinders that can sink your ship. Non-engagements, bounce rates, spam reports, unsubscribes can provide a wealth of information that can help plug holes in your future campaigns.
5. Simplicity Is key
KPIs and analytical tools are often versatile, making it confusing for clients to pick the right metrics for them. Fewer all-important indicators may yield better analysis than tracking hundreds of KPIs. You can risk bad judgment calls, or worse, analysis paralysis by obtaining a deluge of non-essential data from the digital marketing agencies.
6. Watch Out for Metrics That Do Not Provide Actionable Insights
Measuring the wrong metrics can lead to bad decisions about your digital strategy. Vanity metrics that add no value or insight into your brand’s goals may end up costing you instead of adding value. Commit to choosing KPIs that allow you to take action, allowing greater control over your marketing efforts. It will also help trace the ROI (Return on Investment), which allows you to cut away non-performing marketing strategies and distribute funds elsewhere.
Specificity is what makes goals attainable and measurable. The more specific you are, the easier it will be for you and your internet marketing agency to consider the right KPIs that add value to your business goals.
Proper tracking of your campaigns is a crucial part of any digital marketing strategy. Keeping it simple and analyzing your business goals before setting the KPIs can set you up for success. If you are searching for a digital marketing agency in Miami, contact Ibis.
