Measuring potential metrics to achieve business goals is a crucial part of any strategy but in digital marketing, it seems a difficult job. In digital marketing, we create tons of metrics and the data must be tracked on a daily basis. The majority of data is related to general understanding but it provides little help in realizing the business goals.
If you look at Google Analytics, you’ll find more than 75 standard reports and what is more confusing is that the reports can be modified to get more data. Here you need knowing which metrics could help in achieving your business goals while working with different digital marketing channels.
Selecting the right goals
If you want to take maximum advantage of your time and efforts then you should split the goal into two practice groups.
- Business Objectives
- Tracking your own internal progress
Let’s these goals in detail
A market is a slippery road and steering a business in the right direction on this road isn’t a piece of cake. You’re distracted by results and sometimes, you’re discouraged after hitting a dead end. Here you should try to keep the goals close to reality and make sure that the goals are attainable.
- Do some research to find the latest trends in your niche market and study those trends to understand their value for your business
- Take lessons from past success and also stay alert for the past failures
Every market has seasonal trends that are often neglected. If you’re aware of those trends, you can certainly get ready to take advantage of the trends. Results of previous campaigns will help you avoid mistakes you made in past.
Tracking your internal progress
You’re bombarded with a load of metrics to take care of but tracking all the data could be very confusing. You need using the data that correlates with your business goals. They are Key Performance Indicators and it in only KPI that can reveal whether a company is working on the right direction to achieve its business goals. Your job is to determine right KPI.
Choose KPI from facts:
- Factors that improve website visibility
- On-page behavior of users
- Technical considerations like site speed and accessibility
KPI selected from these three groups are more realistic than others. You can take example of a lead generation that could result in heaping of leads that don’t materialize. Similarly, email marketing campaigns could have more unsubscribes than results.
The power of experimentation
Digital marketing is evolving with new channels and expanding to new boundaries. When you work with various channels, you should be open to experiments as you can’t make one strategy for all. Also you could find good results on one channel than others.
Study behavior of users and also keep a close eye on your competitors. In digital marketing, success is all about visitors and visitors come with quality backlinks and informative content. If you’re doing SEO in the best manner, you’ll certainly get expected results.
Plan, act, measure and improve
Digital marketing is a combination of facts and judgements and no analytic approach can determine whether you’re on right track. It’s only with results that you can assess your performance and determine whether your SEO & SMO efforts are in right direction. Plan your act so that they are measurable and you can see improvement through the process.
It is difficult to track all the digital marketing metrics but you can determine KPIs that correlate with your business and that you can track on daily basis. Spend time on metrics that can help and that are trackable. Whether it is digital marketing or any other business, you need to be aware about latest trends and feedback of the targeted audiences.
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