Almost every marketing manager or director understands that when it comes to dividing the marketing budget, they have to think of it in terms of the best return on investment.
As a marketing manager, you’ll think of how best to gain brand awareness, how to increase website traffic, how to attract new prospects, how to retain and so forth.
How can marketing managers ensure that we are getting best value for our money?
Content Marketing for brand awareness, driving traffic to the website and customer retention:
Adding new and relevant content to your website is vital for your business’ online presence. We already know that. We probably do it already too. You want to be seen as a thought-leader in your industry – a trusted source in your specialist sector. This is why blogging in 2016 is so important.
But we still need to measure the ‘return on investment’ right? So how do we check whether the blogs you’ve published on your business site, are successful?
The answer can be found in blog metrics.
Those who have experience managing a business blog will know how big of a commitment this is. Every month, I collect data to show the company, how well the blogs I wrote have performed, what I will tweak, what went particularly well and what hasn’t worked.
Analytics show us how well your blogs are performing, and the monitoring can be quite rewarding from the ‘return on investment’ point of view.
As I’ve managed several business blogs and pulled together numerous monthly analytics reports, I can share with you what metrics I track on a monthly basis for my clients. This shows you the success of my blogging efforts:
Page Views: How many times was your page seen? Does this matter? Yes – it most certainly does. You want a wide-reaching audience and there are ways in which you can have your blog seen by more people, through social media amplification, blogger outreach and guest posting.
Traffic Source: With this metric you can find out which channel (Facebook/Twitter/organic/paid) acts as your best traffic referrer and therefore gauge which one you should invest more effort, time and money into.
Time on Page: The average time spent on your page shows how compelling and successful it is in holding attention – as a content marketer, it is your job to keep your reader as engaged as possible, so it is a good idea to give them a CTA towards the end with an internal link to some related content.
Bounce Rate: Equally, a high number of bounces, in which people immediately desert your post, should tell you that something’s wrong – sometimes when a brand is starting out, the bounce rate may be high, but this is okay, because you’re in the process of building brand awareness.
Pages per visit: If people are reading your blog but then clicking off-site, how successful is your post really?
External links: If people are linking to your site from elsewhere on the web, that’s a positive sign that the content you have produced and published is valuable to someone else.
Conversions: Vast majority of marketers are concerned about conversions – what are people doing once they’ve read your blog post? If they are actually making a purchase or enquiry, then that’s a very positive sign of success.
How to decide which metrics you should be tracking?
All businesses have different objectives, and the metrics that are important for one may be of little significance to others.
When deciding what metrics represent success to you and your business, you should question what actually matters to you. Is your immediate aim to increase your brand exposure? To make a large profit? To create a discourse between you and your customers?
When you know what your aim is, then it will be clear which KPIs you will want to monitor on analytics.