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6 minute read
March 4, 2020
There’s a process to making progress. The journey between setting goals and achieving them must be filled with checkpoints to ensure you’re moving in the right direction. In marketing, we call these key performance indicators, or KPIs. The best way to keep track of your marketing’s results or return on investment (ROI) is by identifying and analyzing these KPIs along the way. That’s why we’ve created a roadmap of the most important KPIs in response marketing.
For a bird’s eye view of our roadmap, here are five of the most common response marketing KPIs that Orange Label Marketing Services Director Michelle Komala recommends monitoring.
Just like traveling, there are different routes to take to get to your destination. Here are a few different routes to take and KPI “lookouts” to stop at if you want to boost sales, increase social engagement and improve customers’ online experience.
The driving factor behind organizations, sales KPIs help gauge how your marketing is performing. From your sales team’s response time to marketing to qualified leads, these KPIs help fuel your sales performance.
Another avenue for building sales, social media allows organizations to establish a connection with their audience by growing brand awareness, sharing their brand story, engaging with customers and remaining part of individuals’ day-to-day lives.
Key insights for calculating this data include:
With digital marketing, you’re directing potential and returning customers to your website. Whether customers have ended up on your website through social media, a Google search or word of mouth, these KPIs take a closer look at how well-received your website is with your audience.
Tied to both website and social marketing, email newsletter performance should also be analyzed, when applicable. Tools to look for with emailed campaigns include:
With your ROI roadmap knowledge intact, two major questions remain: how do you keep track of your KPIs and how often should you measure them? Custom KPI dashboards are ideal if there’s someone on your team who can program them, Michelle shares. Otherwise, Tableau and Klipfolio are two popular KPI dashboards. “If resources are not available,” Michelle says, “You can also create something in Google Data Studio or even Google Sheets.”
How often you measure KPIs is dependent on your resources and your industry. “Monitoring how campaigns are progressing daily is especially important in ecommerce,” Michelle says. A month is an appropriate amount of time to check in on benchmarks and make changes that will optimize campaigns. For an all-encompassing view, “Ensuring you review KPIs from a holistic level every quarter and every year will help paint the picture of what’s working and what’s not in terms of internal and external factors,” Michelle says.
There are many routes to take to capture the big picture of your marketing ROI. From monitoring sales to managing sales channels, tracking a variety of KPIs will help you forge the most efficient path to achieve your goals. Take a closer look at how we translate fact-finding research and KPIs into data-driven strategies and results-driven marketing: orangelabeladvertising.com/work/
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As Orange County’s longest-standing, privately held response marketing agency, we have witnessed dynamic shifts in the world of marketing. Through it all, we have ensured our clients stay at the forefront of communication and technology, driving response and value with every new endeavor.
