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Marketing metrics matter
But alone, they& #39;re pointless
Here are the 6 marketing metrics that you should track together:
But alone, they& #39;re pointless
Here are the 6 marketing metrics that you should track together:
1/ Volume and Quality
As volume goes up, quality goes down
Getting more traffic? Watch the conversion rate drop
Getting higher conversion rate? You& #39;re probably focused on converting bottom of funnel visitors
And there& #39;s way fewer of them
As volume goes up, quality goes down
Getting more traffic? Watch the conversion rate drop
Getting higher conversion rate? You& #39;re probably focused on converting bottom of funnel visitors
And there& #39;s way fewer of them
Most common mistake:
Optimizing for volume first
Instead, optimize for quality
Optimizing for volume first
Instead, optimize for quality
Example: pursue ranking for organic keywords that have low search involvement yet signal higher purchasing intent
Focusing on customer pain points with content like competitor comparison pages has huge value
Fewer people read – but more people convert
Focusing on customer pain points with content like competitor comparison pages has huge value
Fewer people read – but more people convert
2/ Budget and Cost of Acquisition
Expect to spend more on advertising and get lower CPAs?
Often, the opposite happens
Why? Well...
Expect to spend more on advertising and get lower CPAs?
Often, the opposite happens
Why? Well...
Increasing ad spend often exposes you to new markets where people don& #39;t know you
Lack of recognition > lower trust > CPA increases
Lack of recognition > lower trust > CPA increases
Example: high ACV products ($10K) that take ~9 months to sell
By month 3 of campaign, people wonder why they haven& #39;t had new leads
It& #39;s because customers want to know they& #39;re going to make the right choice.
So you have to spend over a longer period of time to get them to buy
By month 3 of campaign, people wonder why they haven& #39;t had new leads
It& #39;s because customers want to know they& #39;re going to make the right choice.
So you have to spend over a longer period of time to get them to buy
3/ Engagement Rate and Conversion Rate
False: higher engagement leads to more conversions
But people who are engaged by your content won& #39;t necessarily be the right fit customers
False: higher engagement leads to more conversions
But people who are engaged by your content won& #39;t necessarily be the right fit customers
Example: you write a list article about the & #39;productivity methods& #39; because you sell a to-do list app
There& #39;s huge interest in being more productive so you& #39;ll likely get a lot of engagement
But people who have are interested are likely to have a product in mind already
There& #39;s huge interest in being more productive so you& #39;ll likely get a lot of engagement
But people who have are interested are likely to have a product in mind already
Good for generating brand awareness:
- Infographics
- Charts
- Studies
- Lists
Good for conversion:
- Pain point pages
- Comparison content
- Product pages
- Webinars
- Infographics
- Charts
- Studies
- Lists
Good for conversion:
- Pain point pages
- Comparison content
- Product pages
- Webinars
Beware: Your marketing will fail if you don& #39;t have the fundamentals right
The fundamentals of marketing are
- Positioning
- Value propositions
- Messages
- Calls to action
The fundamentals of marketing are
- Positioning
- Value propositions
- Messages
- Calls to action
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I tweet about B2B SaaS marketing and growing agency businesses.
I tweet about B2B SaaS marketing and growing agency businesses.
