Digital Marketing 101: How To Define KPIs
If you're looking to use technology as a digital marketer, you have options to choose from, from SEO marketing to content marketing to marketing automation and more. No matter where you go, you need to know how to track your progress and use numbers to show results. This is where the KPIs (Key Performance Indicators) of digital marketing come into play.
What are Marketing KPIs?
KPIs, or Key Performance Indicators, are quantitative indicators you set to track your progress toward your marketing goals. Simply put, a KPI is a metric you want to achieve in order to track, grow, and contribute to the bottom line of your project or service.
The best KPIs follow the SMART framework, a system commonly used in business consulting. KPIs:
specifically s
Simply M
successful
and high
limited
Suppose you want to have 20,000 Instagram followers on your business account. To make this a SMART KPI, here's the context you need to think about:
I want to increase my company's Instagram followers (specific) from 10,000 (specific) to 20,000 (measurable) this quarter (over time) by using a social media agency (reachable) to track the Instagram sales (significantly) influence.
As another example, let's say you want to bring more traffic to your website. To make this KPI smarter, break it down as follows:
I want more people to visit our website and become customers (important), so this month (timewise) I want to increase our organic search traffic (specific) from 70,000 visitors per month to 80,000 visitors per month (measurable). I would do this primarily through link building and better keyword rankings.
In practice, you would probably list these KPIs in a table like this:
- 20,000 Instagram followers
- 80,000 website visits from organic search traffic
But! If you want the numbers to come about, it's important to have research and a plan behind it.
How to choose the best KPIs for your brand
Which KPI should you track? It can seem like an endless number of KPIs, and it can be easy to keep track of everything and learn nothing.
Too often, teams make up for the lack of previous data by creating an epic spreadsheet filled with more bells, whistles, and KPIs than meets the eye...only to find the update takes time and is overwhelming.
Instead, it's better to only focus on KPIs that are truly relevant to your business, your team, and your ongoing projects. Try using queries like this to narrow it down:
If I had to focus on one thing, what would it be?
Example answer:
- More people on our mailing list (new posts)
- More sales (conversions or earnings)
- More people click on my email (click through rate)
What numbers do I need to know for context?
Using the examples above, here are some relevant KPIs that can help you learn more about your key metrics:
New Leads: You don't just want new leads, you want the right ones. So you also want to know how many of those new leads are likely to buy your product (marketing leads) and whether those leads are being retained (conversion rate).
Sales: Sales are great, but you want to make sure these new customers are retained (bounce rate). And you probably want to know how these sales affect your business over time (Customer Lifetime Value).
Email click-through rate: First of all, besides increasing the open rate of your emails, you want to get more people on your email list (list size) and you also want to increase the number of emails. Who opens your email (open rate)
Using this logic, you can create a list of related KPIs that will help you read your progress without overloading them with odd numbers that won't help you make decisions.
Is this measurement important to the company? (Or just an empty metric?)
If you're tracking a number that makes you feel good but does n't do anything for the company, that's an empty metric.
Try to figure out if the metrics you're looking at are driving the business forward. It's easy to get bogged down in things like website traffic or email list size, but these metrics only matter if they're helping your business grow.
Do I do anything to influence this indicator?
One reason why looking at a long list of KPIs can seem like analytical overload is that most of these numbers don't have much impact. Please think. As a digital marketer or marketing team, you can focus on multiple things at once.
Try to actively track the KPIs you want to influence. For example, if you want to grow your email list but don't want to implement a project, it might not be one of your KPIs. On the other hand, if it's important , use KPIs to determine what to focus on. If it is a KPI, this should be the current priority. (Back to top)
How to track marketing KPIs
The easiest way to track your KPIs is to set up a spreadsheet in Excel or Google Sheets and get the numbers at the same time each week using sources like Google Analytics and other marketing tools like your email marketing platform or your Add social media manager manually.
You can even pay a virtual assistant to crack the data, so you don't have to spend time cracking the numbers. Or you can work with your tech team to create an automated dashboard that tracks autoball counts.
Decide how often you will monitor each KPI. Here are some good rules:
- Track KPIs weekly when they are business critical and change your strategy in response to the numbers from week to week.
- Track key performance indicators each month so you can change your strategy each month to affect those numbers and if you see month-over-month percentage growth (often at the expense of investors).
- Track KPIs quarterly if you want to wait a few months to see if your strategy is working.
Some examples:
Each week you can adjust your strategy to try to get more opportunities. It makes sense to keep in touch with new users week in and week out, as you can quickly adapt the course to apply what you've learned.
If you want to increase page time, look at these numbers every month. Many variables (e.g. unusually popular posts) can skew the short-term numbers and confuse you if you look closely each week.
Many SEO strategies take months to implement. If you follow them, you will get more results weekly than quarterly.
Which KPIs should you track?
It's time for subtlety. Which KPIs do you have to consider in your company and in your team? First, let's talk about important KPIs independent of your digital marketing activity:
the king
Return on Investment or ROI is one of the most important KPIs for any marketer. In short, ROI asks: does my marketing team have “value” to the business? Is my marketing team making enough to cover business expenses for the team and our day-to-day operations?
To calculate ROI, you need to estimate the cost of your marketing efforts, including salaries, fees, and hourly rates, as well as costs associated with marketing tools, platforms, and services. To ensure the value you bring to the company, you want to make sure your team is generating more income than expenses each month.
In some businesses or niches that generate revenue in other ways, you may not need to prove ROI. But focusing on ROI is a smart way to keep your team flexible and earn the respect of your bosses, who appreciate your focus on your bottom line.
Best KPIs for social media
arrive
The number of people who viewed your social media post
Press
The number of times your content has been viewed (even if the user hasn't seen it).
Fan
How many people have followed your account?
While follower count can be a loose metric in isolation, your audience size is still important when getting the right type of followers and looking at other metrics like reach and comments.
Active customers
The number of visitors who regularly interact with your content
He likes that
The number of people who liked, liked, or liked the post.
It's smart to get a follower rate of around 10%. So if you have 1000 followers on Instagram, you can get 100 likes per post.
comment
Total number of comments per post.
To start, aim for a 1-2% comment and like rate. If your post has 2000 likes, look for 20-40 comments.
click
How many people click on your social media post or profile link and leave the platform.
Traffic, leads and conversions
The number of people who visited your website, sent emails, or made a purchase after clicking a link on your post or social media profile.
share
How many times your post has been shared by other users on the platform.
Share notes or speech
How many people are talking about your brand?
Here's a good resource for calculating social media share of voice.
Best KPI for SEO
Total website traffic
The total number of visits to your website over a given period of time.
Organic search traffic
The number of visits to your website over a period of time because someone entered a search term into their web browser and found your website in the results.
meeting
The number of times someone visits and stays on your website (even if they clicked between pages) within a 30-minute window.
view page
Number of page views on your website (even if the same visitor visits it multiple times).
only
Unique visitors to your site.
keyword ranking
It shows you how your page ranks when someone types a specific keyword or keyword phrase into a search engine. In other words, how does your page rank in the search engine results page (SERP)? You will be positioned on the first page.
series of links
Number of links to your page from other websites. These are also known as linkbacks or inbound links.
Domain Authority/Page Authority
A score (0-100) tells you how well your website will rank in SERPs (Search Engine Results Pages).
It is developed by Moz and depends on the number of links to your site. You can also earn points for the authority of one or more pages on your site.
Total website conversion rate
The overall conversion rate of your entire site. You can compare website visits to conversions/purchases or see what makes the most sense for your business.
Best KPIs for email marketing
list size
The number of subscriptions to your mailing list.
delivery price
Percentage of emails actually delivered.
This number can be affected by problems with the mail server
email open rate
The percentage of people who open your email compared to the number of emails sent.
Click Rate (CTR)
Percentage of clicks on links in an email compared to emails opened or delivered.
Exchange rate
The number of people who "convert" (which usually means become a customer or make a purchase) after clicking a link in the email.
registration fee
Churn rate for people on your mailing list. You can have unsubscribe fees for a single email or view the fees for all emails you send.
A high unsubscribe rate may indicate that you are sending too much email or that your subscribers are not interested in the content you are sending.
It was reported as spam
The rate at which your email is automatically marked as spam (by email platforms like Google) or manually marked as spam by subscribers.
A high spam rate indicates that your emails are being interpreted as oversold or have deliverability issues.
Best KPIs for content marketing
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প্রথমবার আপনার তালিকায় ঠিকানা ঠিকানা যোগ করা হয়েছে আপনি নতুন সমস্ত রূপান্তর হারও হারও ট্র্যাক পারেন পারেন
MQL বা মার্কেটিং যোগ্য নেতৃত্ব
আপনি "ভাল" লিড কিনা কিনা পরিমাপ করতে করতে mql ট্র্যাক করুন
আপনি মতো প্ল্যাটফর্মগুলি করে একটি স্কোরিং সেট সেট আপ করতে পারেন (বা ম্যানুয়ালি, তাদের পদক্ষেপের উপর ভিত্তি করে র্যাঙ্কিং লিড, যেমন একটি নির্দিষ্ট একটি একটি একাধিকবার পরিদর্শন করা)।
জৈব ট্রাফিক
ওয়েবসাইটে অর্থপ্রদত্ত বিজ্ঞাপন দ্বারা উত্পন্ন প্রদেয় ট্র্যাফিক ট্র্যাফিক হিসাবে হিসাবে হয় এবং যে দর্শকরা একটি কীওয়ার্ড কীওয়ার্ড প্রবেশ করে আপনার পান তারা "জৈব"। উচ্চ-মানের, এসইও-অপ্টিমাইজ করা তৈরি করা জৈব ট্র্যাফিক ট্র্যাফিক বৃদ্ধি। করবে
ডাউনলোড বা সংযোগ
এটি ডাউনলোডযোগ্য ডাউনলোডযোগ্য pdf, ওয়েবিনার অ্যাক্সেস, বা তালিকা হোক হোক না, দর্শকরা ইমেলটি ইমেলটি একটি উপহার সুযোগ কতবার কতবার দেয় এই সংখ্যাটি লিড আলাদা কারণ একটি একক লিড সুযোগে পরিণত পরিণত হতে ৷
পাতায় সময়
আপনার পৃষ্ঠায় গড় দর্শক কতক্ষণ থাকে। সাধারণত, আপনি সামগ্রী করতে চান চান দর্শকদের সাইটে সাইটে দীর্ঘক্ষণ রাখে রাখে
সেশন প্রতি পৃষ্ঠা
30-মিনিটের সেশনে কতগুলি পৃষ্ঠা দেখেন দেখেন গড় ৷ সংখ্যা এটি দেখায় যে কীভাবে ক্রমবর্ধমান "ক্রমবর্ধমান" হচ্ছে এবং এটি দর্শককে দর্শককে দর্শককে আকর্ষণ করতে পারে
রিবাউন্ড হার
যে গতিতে আপনার অবতরণ করে এবং অবিলম্বে এটি ছেড়ে চলে। একটি উচ্চ রেট করে যে পৃষ্ঠাটি দর্শকদের প্রত্যাশা পূরণ করে।
প্রদত্ত বিজ্ঞাপনের জন্য সেরা কেপিআই
মোট খরচ
অর্থপ্রদত্ত বিজ্ঞাপনে আপনি যে ডলার খরচ করেন।
প্রিন্ট
কতবার আপনার বিজ্ঞাপন দেখানো হয়েছে.
ক্লিক
কেউ আপনার বিজ্ঞাপনে ক্লিক করার মোট সংখ্যা।
CPC বা প্রতি ক্লিকের খরচ
কেউ আপনার করলে আপনি যে ডলারের পরিমাণ প্রদান করেন। আপনার শ্রোতাদের সাথে একটি ভাল-লক্ষ্যযুক্ত প্রচারে, সেই সংখ্যাটি কমে। যাবে
CAC বা গ্রাহক অধিগ্রহণ খরচ
এই সংখ্যাটি অধিগ্রহণের সাথে একজন গ্রাহক আপনাকে যে প্রদান করে করে তার তার করে।
LTV বা আজীবন মূল্য
একজন একক গ্রাহকের ডলার মূল্য, তারা কতদিন থাকবেন এবং তাদের সংখ্যার সংখ্যার উপর ভিত্তি করে Ltv একটি মেট্রিক কারণ cac সবকিছু বিবেচনায় না না (যদি গ্রাহক মাস পরে আরেকটি কেনাকাটা করেন?)
KPIs
নতুন উপস্থাপক
অন্য ব্যবসা, প্রভাবক, বা স্পনসরের সাথে অংশীদারিত্বের মাধ্যমে যে নতুন নতুন লিড।
গ্রাহক রূপান্তর হার
একটি স্পনসর থেকে নতুন রেফারেলের শতাংশ যা গ্রাহক হয়।
গুণের হার
ক্যাম্পেইনের সাথে যুক্ত শতাংশ (রিটার্ন রেট ধরে হারের হারের বিপরীত)।
রেফারেন্স ট্রাফিক
একটি অংশীদারিত্ব স্পনসর থেকে ওয়েবসাইটে ওয়েবসাইটে ট্র্যাফিক (বা উল্লেখ করা হয়েছে)।
CAC বা গ্রাহক অধিগ্রহণ খরচ
এই সংখ্যাটি সদস্যপদ মাধ্যমে একজন অর্জনের অর্জনের খরচের সাথে একজন যে ডলার প্রদান তার তার। তুলনা
LTV বা আজীবন মূল্য
অংশীদারিত্ব বা সাথে যুক্ত গ্রাহকের জীবনকালের মূল্য
এই KPIs সব গিলে অনেক মত মনে হতে পারে. তাই আপনার এবং দলের জন্য সঠিক kpi সেট করা গুরুত্বপূর্ণ সেগুলিকে ট্র্যাক করার চিন্তা করবেন না, তবে আপনার জন্য কেপিআইগুলি বেছে এই তালিকাটি তালিকাটি করুন ৷ আমরা আপনার প্রিয় kpi গুলি মিস তাহলে নীচের মন্তব্যে আমাদের!
অনুমতি নিয়ে পুনর্মুদ্রিত।
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