Online Marketing Metrics You Should Prioritise in 2019

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Online Marketing Metrics You Should Prioritise in 2019

Your poor brain probably feels like it has a thousand tabs open every second, filled with thoughts and pressures that are far from necessary in the digital sphere. Online marketing can seem complex and is often overwhelming to the beginner, but you need not fear when E2A Is here. In this blog, we hope to curb some of your mental anguish, and give you the best metrics to focus on.

As digital marketers we aim to bring about an increase in brand awareness, ensure lead generation and ultimately increase your sales by implementing comprehensive SEO strategies, online marketing campaigns, and conducting thorough analytics to see where your strengths and weaknesses lie.

When it comes to strategizing future marketing campaign ideas, we need to have metrics to quantify our success or lack thereof. It’s the only way we will be able to make better decisions in the long run. Today, we are taking you through a few online marketing metrics you should prioritise to see results on your pages.

The SEO Metrics to Watch

Within the SEO umbrella, there are many facets to keep your eyes on, including but not limited to landing pages, geographical location, keyword use and more. Take a look at some of the SEO metrics we prioritise, below…

1: Landing Pages

It can be more beneficial to your online marketing effort to track specific landing pages, rather than the site traffic as a whole, as this allows you to drill down and focus your time and energy on that which will make a difference. When you focus on the landing pages individually, you’ll be able to pick up where you need to further improve. If one or two landing pages are seriously underperforming, you can weed out errors and optimise them further to increase overall web traffic.

2: Geographical Location

Knowing where you get your traffic from in terms of the whole wide world will help you better understand your target audience and subsequently your marketing efforts aimed at them. You can tailor your marketing efforts to target specific demographics, such as men or women, in certain age groups, who live in areas surrounding your physical stores.

3: Keyword Magic

Before everything, you need to have a very clear idea of what keywords you are going to aim to rank. Top ranking keywords bring you in more traffic, and making sure that they are relevant will also assist in decreasing your bounce rate. Keywords are those terms related to your product or service, that a customer is likely to search and thus find your brand.

4: Link Building

Increasing domain authority is an extremely important part of the online marketing realm. Each business wants to be the relevant and trusted voice in their industry, and this is one way of ensuring it. Link building is the process of linking to other trusted websites in your posts and blogs, and having other trusted websites link back to you. Learn more about domain authority right here.

5: Mobile Madness

If you haven’t already done your statistics research, you’ll be amazed to hear that over 60% of all the online searches that happen, are done on mobile devices. By tracking the mobile traffic that visits your website, you can ensure that your site is mobile friendly, you can deduce usage patterns and figure out the mobile-only search terms your users are using. Another crazy fact, 20% of mobile searches are in the form of voice only. Something to think about!

6: Overall Traffic

Something to bear in mind when analysing your website traffic, is that you should never do it in totality. In order to make well educated SEO decision, you need to break it down more. Look at the sources, mediums, and channels your traffic is coming from.

Content Marketing Metrics

We all know that in order to stay relevant, you need to provide your users with relevant content. In order to make sure you have a successful content marketing plan up your sleeve, watch these metrics…

1: Retention Rate

The truth is, we all want new users visiting our sites and reading our content, but how good Is your content if your old users aren’t returning? To achieve a higher retention rate, make sure you are providing content that is relevant to your users. Are they finding what they came to your website for?

2: Average Session Duration

How long are your users staying on your site? Are they actually perusing your website, or are they bored stiff? If your content is uninteresting, poorly laid out or irrelevant, users will quickly exit your page.

3: Bounce Rate

Ah, the elusive and hard to explain bounce rate phenomenon. Truth is, this is one of my favourite metrics. Once you understand what the average bounce rates are for different forms of content, you can accurately assess the success of your content. Knowing that the average bounce rate for normal web pages is 40%-60%, you can accurately gauge which pages are working and which aren’t.

4: Lead Generation and ROI

Summed up, if you spend money on creating content, is that content returning a greater ROI? Obviously, you want a high return on investment and a fair amount of leads coming in from your website, social media marketing and other paid campaigns.

Paid Marketing Metrics

Do you have your SMART goals ironed out? When you have launched a paid campaign such as a boosted Facebook post or an AdWords campaign, you need to peruse the analytics regularly to establish if it is working. If not, time to re-strategise!

1: Cost-per-Click

As stated by CloudWays, ‘To measure CPC, divide the total cost of your campaign by the number of times your ad was clicked. To manually check the cost of your campaign, you can multiply CPC by the number of clicks your campaign received’.

You ultimately want to achieve a lost cost per click so as to see greater return on investment.

2: Conversions

What is your conversion rate? Is your content relevant? The number of conversions divided by the number of clicks is your conversion rate.

3: Adwords Quality Score

Your keywords that you use are given a quality score by Google. Once enough impressions have been made, the Quality Score of your keywords will begin to give you an indication of how they have performed.

4: Click-Through Rate

Your CTR is the number of clicks your ad gets, divided by the total number of impressions. This gives you an idea of how relevant your ad is in the greater scheme of things.

Now that Your Mind Is Untied

Now that you have a plan, your mind can focus on that which is most important. There are many facets to online marketing, and the truth is that it is ever evolving, so you need to be hungry enough to keep yourself on top of it all. Having said that; put effort into the above, and you should see a significant difference in your month end reports. Not in the game, and need some help? Contact us here today!

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