Imagine you go on a diet and join the gym with the goal of losing weight. But to find out if you’re succeeding, you choose to measure your height instead of stepping on a scale, and you get frustrated because despite your efforts you’re not making any progress. Absurd, right? Well, this is exactly what many digital marketers do when it comes to aligning their KPIs with their content goals.
Key metrics and content objectives
Knowing how to measure your key metrics is essential to the success of your online marketing strategy. Visits, likes, and shares should not be an end in themselves, but rather a way of indicating that you are on the right path to achieving your goals. That’s why today I want to explain how to align your KPIs with your content objectives based on your brand’s goals.
1# Objective: generate leads
According to a study by the Content Marketing Institute, generating leads is the main goal for 85% of marketers. To know if your content is helping you get more and better leads, you need to align these key metrics:
Click-through rate. All of your articles should include a prominent call to action. If you’re guest posting catalan email list 100000 contact leads on another outlet, the call to action might be a click to your website or blog. If you’re posting content on your own platform, it might be downloading an ebook after filling out a form. In any case, it should be a clear action with an attractive reward for the user. Measuring click-through rate will help you understand which combinations of content and action work best.
Conversions . Getting leads is a great goal, but never forget that the ultimate goal of a lead is to convert. This is where you’ll need to hone your detective skills to figure out which leads are most likely to become customers. Research everything you can about them, from their age to their LinkedIn account to the types of tweets they post, and compare your data over time to find out which ones are most likely to convert. Once you’ve identified a pattern, you can focus your efforts on the most interesting leads.
2# Objective: increase sales
In the end, the vast majority of businesses have the same common need: selling their products! That’s why until recently, they could not be used on a computer. no strategy is truly complete if it doesn’t take this objective into account. To know if your content objectives are being met, you need to compare different data between users who consume your content and those who don’t:
Conversion rate . Your content should help you gain the trust of your potential customers by resolving their doubts 1000 mobile phone numbers objections. As a result, the conversion rate of your content followers should be higher.
Sales cycle length . If you’re doing it right, the sales cycle for users who consume your content should be shorter than the company average.
Average Customer Value – If your content helps overcome or minimize customer barriers and resistance, it should help you sell more to each customer and build customer loyalty over time. Comparing the average value of customers who received your content versus those who didn’t will help you know if you’re on the right track.
3# Objective: branding
Brand awareness remains a top goal for 77% of marketers. Some don’t consider it a KPI, as measuring it directly is too complicated and requires in-depth market research. But don’t let that discourage you: increasing your brand’s impact is a good content goal, and aligning these key metrics will give you clues as to whether you’re achieving it:
People who view and share your content. Measure how many people view and share each piece of content you publish and track your progress. HubSpot is a great tool to track these metrics and see what types of content, formats, times of day, days of the week, etc. work best for you and your audience.