We want conversions, positive growth, AND engagement. Here are the top track-able marketing analytics we’re paying attention to now . . .
1. Number of Unique Visitors to the Website
Each month, we review our website analytics and compute the number of conversions divided by unique visitors. If you’re tasked with generating leads, you want to see strong website traffic, a steadily improving (or a good) conversion percentage, and a steady stream of conversions that is meeting your lead generation goals
2. First Time Visitors to the Website
In our particular case, our website serves primarily as a lead generation device. So it’s important for us to track the number of first-time visitors to the website each month.
3. Traffic Sources Referring Prospects to theWebsite
We spend a great deal of time creating blog posts and connecting with contacts on LinkedIn. And we continue to focus on our SEO efforts each month. So we expect to see strong traffic from our blog, LinkedIn, and Google.
4. Keywords Driving Traffic to the Website
Every SEO pro pays attention to the Keywords that actually drove traffic to the website during the month. Content Strategists and Copywriters should review top keywords searched to find your website as well, to identify potential areas for additional Content development.
5. Growth in Prospect Database
We’re in a services industry, and to sell services, you need to sell your expertise. A growing prospect database gives us an audience to communicate with on a regular basis and share recent articles, reports, and blog posts that illustrate our thinking and prove our expertise.
6. Email Click-Throughs
We include a “continue” link on our article summaries in our email newsletters. We compute the number of individuals who clicked on at least one article, divided by the number of email addresses reached (total emails sent out minus any returned as undeliverable). This gives us a “Monthly Engagement” percentage that we try to continue to improve.
7. Email Click Topics by Individual Name on the Database
We keep track of which articles in our email messages were clicked by each individual name. We can then review our prospect and customer email database to determine:
Which names have been “engaged” with us over the last 90 days
Which names haven’t been “engaged” with us (over the last 3 months, 6 months, 12 months, never)
Which topics generate the most interest
For the non-engaged, we may send more tightly-focused email messages that discuss one particular topic. We may focus more on those topics that generate the most click-throughs. We have also sent “customized” email messages to our audience, based on the topics they’ve clicked on in the past — and the customized email messages tend to generate 3x the click-through of non-customized emails.
8. Number of Blog Subscribers
We keep track of number of subscribers through Feedburner, to gage how effective our posts and our choice of topics for the blog have been. We think a growing list of subscribers is a good sign the blog is being perceived as having value.
9. Number of Blog Comments
What percentage of blog posts have received comments? Is this number increasing monthly? What’s the average number of comments per post? We brainstorm ideas for generating more engagement from each post.
Which topics received comments, and which received the most comments? Which topics haven’t received any comments? All useful measures to review as we plan blog topics in our Editorial Calendar each month.
10. Twitter Retweets
We regularly check the “@ResponseCoach” link on our Twitter home page (just below the box where you enter your tweet). This link shows you all RT and other mentions you’ve received from other Twitter followers. We track the number of retweets of our Twitter content monthly, and review which topics generated the most interest.
10. Contact with LinkedIn Connections
We keep track of the percentage of our LinkedIn connections with which we’ve had contact during each month. Our goal is to make contact with every connection at least once every 3-4 months. So based on the total number of Connections we have, we have a goal of number of Connections we want to make contact with each week.
12. Facebook Fans
Although we’re not really looking for quantity over quality here, we still want a healthy fan base to reach “critical mass” on Facebook. A healthy fan base can help keep conversations going on your Fan Page Wall. (We post the latest Response Stats on www.facebook.com/Responsecoach. Stop by and LIKE our page to receive the latest updates.)
In 2012, our first task is to add a Google+ company page — which will, no doubt, add another item to our marketing analytics list . . .
Are there other critical measures of engagement that you’re planning to use in 2012?