June 11th •
KPIs are critically important to guage the success of a marketing campaign
Top 10 KPIs you should focus on to take your marketing game to the next level
What is a KPI? What does KPI stand for? What is the meaning of KPI? Whoa, slow down there! Give me a sec.
Most people who ask what is KPI are familiar with acronym, but for those who aren’t the KPI definition is as follows: a numerical metric that many companies follow to determine if they’re on course to hit their business objectives.
And what are some KPI examples? Glad you asked.
Sales revenue, returning visitors to your website, cost per customer acquisition (or conversion) are all examples of KPIs. Most business owners will be aware of important sales KPIs and digital marketing KPIs.
But there are a number of other KPI metrics that you should be tracking, reporting, and measuring. No one wants to promote activities that are not helping the bottom line. By keeping a close eye on key marketing performance metrics (KPIs) your business can course correct and leverage its resources in the most effective ways.
Without focusing on the right ones, however, your company’s decision-making process can be compromised. The following should help you in zeroing in on the best KPI’s to track and also help setting KPIs themselves.
The most important sales KPI is of course revenue. How much money are your marketing efforts bringing through the door?
Having your finger on the pulse of your revenue allows you to know if your inbound marketing campaign is succeeding or not. In order to do this, you need a firm grasp of what inbound and outbound marketing are, and how much money is being devoted to each.
Figuring out your sales revenue can be done through this simple equation:
— Total annual sales minus total revenue from customers acquired through inbound marketing —
Knowing this information will make you likely to change how you allocate resources if a marketing campaign is performing particularly well (or poorly).
Related: sales KPI template
When you open your marketing KPIs dashboard, another key metric you’ll want to look closely at is the traffic-to-lead ratio. Of course, you’ll also want to be reviewing visitor information on your website. Where is it coming from? Is it organic? What are people clicking on? What is your bounce rate?
If your site has healthy traffic but an unequal (or decreasing) amount of leads you can be almost certain there is some on-page problem that needs fixing.
For the sake of a good conversion rate, you’ll want to investigate if your traffic-to-lead ratio is not good. You can split test and tweak images, text, design or CTAs to see if you can’t improve the ratio.
From the perspective of key marketing metrics, cost per customer (or CAC) is another metric that cannot be overlooked. Every business owner wants to know how much a new customer is going to cost, and this holds true regardless of the channel they arrive through.
Figuring out your customer acquisition costs necessitates that you merge your automated marketing processes and CRM platforms. This allows all CRM key performance indicators to be balanced with all relevant integration costs.
It typically breaks down something like this:
Inbound marketing – CAC costs
Outbound marketing – CAC costs
Once you know the general costs associated with each marketing approach you can more clearly define your cost per customer.
In the digital age, most businesses rely heavily on inbound marketing. If this is true of your business you can drill down to the component level of your campaigns and really see where things are working (and where they aren’t). When you know how successful and profitable each activity is you can greatly reduce the cost of bringing in new clients.
Whether you’re focused on KPI in retail or another industry the best way to understand customer value to speak to your customers. There are a lot of benefits of customer outreach: you can reduce churn, increase customer satisfaction, and maximize your customers’ lifetime value.
The following formula allows you to calculate the lifetime value of a customer:
— Average sale per customer multiplied by the number of purchases per year multiplied by average retention rates of a customer (months and years). —
Long term customers offer tremendous value to businesses and a great way to increase this lifetime value is to organize campaigns targeted at existing customers.
It’s easy to sell to those who are already sold. Existing customers are a great opportunity for new products, services or resources to be promoted to.
No surprises here, ROI (return on investment) is the de facto mantra of the marketing world. Every company wants to see what they’re getting back in return for their money.
If you’re reviewing marketing metric examples ROI is likely to be the top of most lists. ROI is the barometer that lets you know how you’re doing, it helps you correct course, and it allows for future budgeting.
Your company might be using the most sophisticated CRM platform with an artful viral marketing campaign or they may be handing out fliers on the street. Either way knowing your ROI is imperative.
To figure out your inbound marketing ROI follow the equation below:
— (Sales growth – marketing investment) divided by marketing investment equals ROI. —
Another thing you’ll absolutely want to see when you look down at your marketing metrics dashboard is how many leads are turning into customers. This is taking things one step further down the funnel to see how things are going at the “business end” of your marketing efforts.
You’ll want to know both your sales qualified lead conversion rate and sales accepted lead conversion rate, a mouthful we know.
What’s the difference you might be wondering?
Sales qualified leads are leads that, based on the information you have, are ready to be approached. An example of a sales qualified lead is someone who filled out a request for more information on your website.
Splicing out these two groups allows you to focus on what really matters; are these leads being converted into paying customers. Some questions you and your team may want to consider.
Carefully reviewing this area of performance and identifying/discussing any issues can drastically affect your numbers.
So you’ve hired a fancy copywriter and they’ve produced a beautiful landing page for you, you’re super proud of it, but is it actually working?
A landing page can be a work of art, but if it doesn’t produce leads for your business it’s essentially useless. So keep an eye on how much traffic your landing page is getting and most importantly is it converting?
In terms of KPI tracking, this is up there among the most important. Similar to your traffic-to-lead ratio if you’re getting healthy traffic and low conversions it’s a signal that something is wrong. It could be on the page, and it could be something else but knowing there is an issue is half the battle.
Do some simple A/B testing to determine what’s wrong. There are a million variables to choose from by try.
Organic traffic is the holy grail for most marketers. Why? Because when you review your marketing metrics list it’s one that has a huge impact on the bottom line and doesn’t cost much to obtain. With organic traffic people are finding you on their own through searches or links, minimizing your outreach budget. Obviously how much organic traffic you get is in direct correlation to your SEO strategy.
So be sure to keep an eye on your organic traffic numbers, review some competitors, hone your keyword selection and make sure you SEO game is on point.
A quick glance at mobile internet usage statistics will reaffirm the knowledge that the whole world has gone mobile. Is your website optimized for mobile? Google is now showing preference in searches based on mobile users.
This means you really need to pay attention to:
Watching these KPIs closely can be thought of as a type of profit activity tracking. It will help you understand your customers, improve conversion rates, and maximize your ROI on marketing spend.
Social media drives an enormous amount of traffic online these days. So, highlighting some key metrics in regard to social media is absolutely in your best interest.
Some things to think about:
There are so many channels out there today that you might not have time to collect and analyze data from each social media source but it does help to get a general sense of where to focus your energy. Keep an eye on the number of leads, customers, and percentage of traffic coming from each platform and you’ll have your bases well covered.
Regardless of how you want your sales KPI dashboard to look there are a lot of great KPI reporting tools. Salesforce for example, or Tableau — check out a full list here. The tools are only a small fraction of the task at hand though.
Choosing which marketing KPIs to focus on is somewhat dependent on your specific business conditions/needs but this list is a great place to start.
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