KPIs and metrics critical to digital marketing success in 2022

KPIs and metrics don’t give you much insight?

Are you skipping measurements because it takes too much time?

It’s possible to get the data and evidence you need to make informed decisions and identify problems before they actually harm your business.

On January 26th, I hosted a webinar hosted by Jonathan Laberge, Partner at SmartBI/Reptile for CallRail.

Laberge shows how to use the right KPIs and metrics to capitalize on new opportunities for your business.

Here’s a quick recap of the webinar. For more details, please fill out the form to access the entire webinar.

There are two types of metrics

Key Performance Indicators (KPIs) measure results, and you can divide them into two types:

• Vanity metrics.
• Actionable metrics.

What are vanity metrics?

Vanity metrics make you and your campaigns look good.

For example, these are impressions, ad views, and website traffic.

But will they tell you if you’ve achieved your business goals?

[Find Out] Access this webinar now →

What are actionable metrics?

Actionable metrics are KPIs that have a tangible impact on your business goals.

They should give you a number that you can use to take action and plan what needs to be done next.

Actionable metrics make it possible to predict the success of a marketing strategy.

For example, knowing the cost of acquiring new customers can create predictability for your business.

With this information, you can determine how much profit you can make and how much action you can take.

Examples of vanity and actionable metrics

Trying to increase sales? Your KPIs will be:

[Learn Your True, Actionable Metrics] Access this webinar now →

How to establish KPIs

Now that you know which metrics will have an impact, it’s time to establish your goals or KPIs.

Every year, business goals change. Therefore, when establishing KPIs, consider the impact of your goals on the business.

Follow these key steps when creating KPIs:

step 1: Establish your business goals.

Step 2: Identify the channel that best fits your goals.

Step 3: Move on.

[Find Out What This Means] Access this webinar now →

Step 4: Verify the quality of your measurements.

Applying KPIs on Specific Channels: Call Tracking

According to Sales Insights Lab, 41.2% of salespeople use mobile phones as the most effective sales tool.

So if you’re a B2B company, an important metric to measure is call tracking.

Understanding what drives these calls is critical.

Call Tracking can help you:

• Develop a trusted and valuable channel.
• Get data without major technological changes.
• Collect data on online and offline call sources.
• Drill down to keywords for final attribution.
• Record calls for continuous improvement.
• Measure ROI.

What metrics to measure during call tracking

If you’re a business that relies on phone calls to drive sales, you need to measure:

• number of calls.
• Which pages generated the call.
• New callers and returning visitors.
• call length.
• answer the phone.
• Missed call.
• Call correlation.
• area.
• source channel.
• Activity.
• Timely KPIs.

[Set the right KPIs] Access this webinar now →

How to use KPIs to make an impact

Analyze the data and interpret it to determine how you will achieve your goals.

But what if the numbers you see aren’t that great?

What can you do to make an impact?

Revisit your strategy:

• targeted clients.
• channel used.
• moment of contact.
• message used.
• A content/keyword strategy for these elements.

After doing this, if your KPIs are all low, you need to do the following:

1. Validate with your customer base.

Ask people who didn’t buy your product or service why they didn’t.

2. Determine volume and analyze calls by channel, behavior, related keywords.

Think about your customer’s journey before they buy from you. Understand the flow of events before they serve you.

3. A/B test times and messages cross-referenced with KPIs.

See what applies to your KPIs.

If you didn’t fail, you didn’t try.

[Accomplish Your Goals With KPIs] Access this webinar now →

Today, tracking metrics is not so feasible.

It’s not how you track them, it’s what you track has the biggest impact on your business.

[Slides] KPIs and metrics critical to digital marketing success in 2022

Here is the presentation:

KPIs and metrics critical to digital marketing success in 2022 from search engine magazine

Join us for our next webinar!

Paid Search in a Cookie-Free World: Are You Ready?

The end of the cookie is getting closer, and Google will soon become an impenetrable walled garden for unfit marketers.

Learn how to leverage paid search, overcome the huge cookie problem, and future-proof your marketing in our next webinar on February 9th at 2pm ET.

Image Source

Featured image: Paulo Bobita/Search Engine Magazine