“Marketing without data is like driving with your eyes closed.”
– Dan Zarrella
If you want to know how to improve your content marketing strategy, open your eyes and take advantage of the valuable marketing metrics you have at your fingertips. In this article, I will explain why these measures are important, what some of the most valuable metrics are and how you can use these indicators to improve your content marketing campaign and increase your marketing ROI.
Marketing Metrics: Why Are They So Important?The term “marketing metrics” encompasses any measurable variable that demonstrates the effectiveness of your campaign. But this raw data alone will not tell you much. To get the most out of your marketing metrics, you need to look at the numbers holistically and understand their tangible implications. This will allow you to figure out how you can improve your content marketing strategy and ultimately boost your marketing ROI.
At Three Girls Media, we recommend you review your Google and social media analytics every 4-6 weeks. In addition to analytics tools on each social media platform, there are a variety of social media analytics tools available online.
Top Marketing MetricsEngagement MetricsThe first category of marketing metrics you should be aware of is engagement. Measures of engagement reveal how users are interacting with your brand across all social media platforms by looking at actions taken on each piece of content you publish. There are multiple engagement metrics worth considering:
Boosting engagement marketing metrics is a valuable strategy to increase your marketing ROI.
As you can see, there are many different ways someone can engage with your content. The engagement marketing metrics you choose to analyze will depend on your goals. For example, if your goal is to spark a conversation with your followers, then you may want to measure the replies and comments you receive on a post. On the other hand, if you are hoping to spread a message, you may place more value on shares. Figure out what your goals are and choose which forms of engagement will actually help you measure your success.
Overall, high engagement rates indicate that you have built a loyal following and trust in your brand. If you want to increase engagement with your brand, make sure you are using best practices for each social media platform. Additionally, post content containing a call-to-action to encourage your audience to engage with your posts.
Brand Awareness MetricsBrand Awareness metrics measure how much attention your brand gets and how familiar your audience is with your brand. There are a two primary marketing metrics that measure brand awareness:
Increasing brand awareness marketing metrics will help build brand loyalty.
Boosting these metrics is valuable because the more aware a potential customer is of your brand, the more likely they will be to purchase from you instead of one of your competitors, resulting in a boost in your marketing ROI. To increase brand awareness, use content marketing best practices and post frequent, quality content on all of your social media platforms. Additionally, sharing content which will build a relationship with your audience is a great way to solidify the impression of your brand in the mind of consumers.
Share of Voice Metrics
Share of voice metrics tell you how well your brand is doing on social media compared to other brands in your field. These marketing metrics specifically look at the visibility of your brand by measuring how frequently your brand is talked about and what kinds of conversations your audience is having about your brand compared to your competitors. There are two share of voice metrics you should know:
Positive sentiment about your brand is one of the best ways to increase your social media following.
To increase share of voice metrics, you can use tactics for building your brand through social media marketing. Additionally, increase the volume of your brand by posting content with direct calls to action that encourage your audience to chime in on the conversation. Boosting share of voice marketing metrics is a valuable way to increase your visibility in your professional field, while also ensuring that your brand is viewed in a positive light.
Marketing Cost Metrics & ROI
We have covered the marketing metrics that indicate how your content is preforming on social media and how you can use these metrics to guide future content creation. Now, we move on to the metrics that will help you measure the financial implications of your marketing strategy.
Increasing your marketing ROI is the biggest benefit of using marketing metrics to improve your strategy.
Understanding these cost and ROI metrics allows you to see the financial results of your marketing efforts, while also continuing to help you refine your campaign. Increasing the previously outlined marketing metrics will likely result in increases in these metrics as well. Boosting any of your cost or ROI metrics will lead to a direct growth in profit for your business. But it is important to remember that you won’t boost your marketing ROI overnight. Running a successful marketing campaign takes time, and you need to learn from your marketing metrics and revise your campaign repeatedly to see significant results.
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