10 Marketing Metrics You Should Consider as B2B Content Marketer

Are you a content marketer? Do you know how effective your marketing techniques are? Well, it is essential that you take advantage of marketing metrics.

Marketing metrics and key performance indicators (KPIs) are awesome ways to measure the effectiveness of your marketing campaigns.

Some marketing metrics are generally not effective. Having a lot of traffic to your site is great, but it does not make sense if the traffic is not converted to leads who could be potential customers.

Having the right kind of marketing metrics will enable you to track and measure your return on investment (ROI).

As I have noted, some metrics are pointless and can’t help you with your marketing campaigns. But despite that fact, there are some marketing metrics that are worth considering.

Where to Start with Marketing Metrics

Even if you know what the correct marketing metrics and KPIs are, it is essential to know how to apply them.

It is important to set strategic goals for what you want to achieve and a time frame for when you want to achieve them. Of course, the main goal of a business website is to convert leads to potential customers.

You can achieve this goal through any of the following ways:

1. Making visitors subscribe to your email list
2. Having visitors create an account on your site
3. Being able to determine the bounce rate of your website
4. Knowing how many people viewed your pages
5. Understanding where your organic traffic is originating

Effective Marketing Metrics

Good marketing metrics give the right measure of how many customers are using your products. They effectively help you measure ROI for your business or the business you are managing for your client.

Great metrics also show us the strength of our content marketing. Strong metrics including the following.

1. Conversion

The main reason you optimize your website is to get high traffic. However, this traffic will not actually benefit you if it is coming from the wrong sources. It is your goal as a business content marketer to convert your site visitors into potential customers.

This conversion goal is achievable when visitors respond to your call-to-action by taking one of the following steps on your website.

• Signing up for your mailing list
• Opening your emails
• Clicking a call-to-action link in your emails
• Filling out a form on your landing page

Of all possible actions, buying your products or services is the most important conversion for your business.

As a content marketer, conversion metrics should be one of the essential aspects of your marketing strategy. Converting a high amount of website traffic to customers will have a positive impact on your return on investment.

2. Bounce Rate

Before we take a deep look at this metric, let us first define what it is. “Bounce rate” is the total percentage of visitors who come to your site, but leave without doing anything.

If, for instance, your website bounce rate is 30%, then 30% of the people you draw to your website are doing nothing apart from visiting the original page on which they land.

The higher the rate, the higher the indication that your website is not retaining visitors. As a content marketer, bounce rate can greatly affect your sales and return on investment.

It is essential to improve your website bounce rate as a content marketer so as to retain a high number of visitors and convert them to potential clients.

3. Channel Specific Traffic

Website traffic comes from different channels. It is necessary to monitor all the sources of traffic to your website.

This step is essential to help you optimize your content for various traffic sources and lead potential clients to your website.

Being aware of your traffic sources will help you to curate content that will suit those different traffic channels. Well-crafted content will attract leads to your website and eventually help you convert them to customers.

4. Lead to Close Ratio

As a marketer, it is essential to be able to convert leads to customers. After all, that’s the reason why you are marketing your services, right? As a strategy to achieve conversions, you must evaluate your lead to close ratio.

You can calculate this ratio by dividing potential leads over sales already closed. Then multiply by 100, which will give you a percentage. It is important to calculate this ratio often while you continue with your marketing campaigns.

If the ratio is high, then it indicates your business is attracting quality leads that are eventually converting into customers.

5. Customer Retention Ratio

Retaining customers on your website exposes them to the services and products that you are offering. Keeping your customers on your website for a while helps them decide what they need to buy from among the services and products that you offer.

Using a customer retention ratio to quantify your success will help you to strengthen your strategies for increasing sales by converting leads to customers.

6. Share Rate

When your content is having a high number of shares, it shows that your readers and website visitors love your content. Readers think your content is great and want other people to benefit from it as well.

High quality and informative content will motivate the readers to share your content on different sites, including social media.

As a content marketer, ensure that you deliver high quality and informative content that will help solve the problems of your readers and customers. The content will have many shares and prove useful for converting leads to customers.

7. New Website Sessions

Your website is a great marketing tool for the services and products you offer. It is essential that you are able to evaluate the number of new visitors who arrive on your website.

A high number of recurring visitors shows that you are offering great content that is solving their challenges. If visitors who used your services once are repeatedly recommending your site, then you know you are offering great content that is satisfying their needs.

Evaluating your website’s new traffic and recurring visitors is a great way to determine the performance of your business. Also, interacting with your leads and potential clients in the right way and creating a great business environment will help you greatly with lead conversion.

8. Link Building

Link building is a necessary factor to consider when choosing your marketing metrics. It is important to have inbound links to your website content. And a high number of external links to your site indicates that people love your content.

As you work on outbound linking, it is essential to link your content to reputable sites. Doing so will help you rank high in search engines.

If your content is great, informative, and customer-focused, then a high number of visitors will convert to potential customers once they visit your website.

9. Page Views

It is good if your website is receiving a high number of page views from unique visitors. This indicates that your potential customers are finding your content useful and informative for solving their challenges.

Your goal should be to increase and monitor your page views. A high number of page views by potential clients (especially of the landing page and sales page) will help you to easily convert leads to clients.

10. Visitor Website Interaction

It is important to track how visitors interact with your website, even if they don’t immediately convert into leads.

Knowing what they were doing on your website helps you to create and initiate various ways for how you will eventually convert them into potential clients.

Customer interactions include the reviews users give your content, comments they leave, and the overall time they spend on your website.

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James Nguma

Owner at freelanceraddress

B2B content marketer, SEO freelance writer and blogger, and owner of freelanceraddress.com.

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• 10 Marketing Metrics You Should Consider as B2B Content Marketer - October 5, 2017