If you asked 100 digital marketers the question of which metric is most important for your business to focus on, you’ll get 100 different answers. As digital marketing experts adapt to the next generation of consumers, while paying attention to the current batch, there is an internal and external struggle that exists. The marketing landscape is changing over time at a rapid pace – with the change comes the inherent struggle of what is most important to focus on. Here is a brief roadmap of what metrics exist in the marketing arsenal.
- Bounce Rate – The percentage of people who leave after coming onto your site.
- Sessions – The number of people who interact with your site.
- Impressions – The number of time people look at your ad (not necessarily clicking on it) or see your link in their view online.
- Clickthru Rate – The percentage of people who follow through the links on your page.
- Transactions – This could be a sell or a phone call. Sometimes it can also been filling out a contact form, depending on how one sets up their account.
The above are all very important in the scope of marketing. It can be argued that some are more important than others. The reality is getting hung up on one will prevent you from looking at your marketing from a wholistic approach. In other words, focusing too much on your bounce rate can make you forget about trying to win impressions for a brand play. There is one thing that will always remain true in the eyes of a digital marketing expert. Just because one metric may appear low, it does not always mean your site is struggling. Your end goals are important. But defining what that end goal is for your company may necessitate a better transaction percentage. For others it might mean that clickthru rate defines success.
In setting your end goal (it’s not always about sales), you can find the right focus on the metrics that work for you – while not forgetting the rest. Whether you want to focus on SEO (Search Engine Optimization), Content Marketing, or Social Media as a means for your marketing there should always be an end goal in mind. Try not to focus on one metric over another. Here is my answer: consider all of them because they are all equally important but make sure it aligns with your company’s brand and vision. It’s okay to be hung up on one metric – but only if you have an end goal in mind.
If you’re ever in doubt, contact a local digital marketing expert. Let them help figure out the wholistic approach to marketing that your company can take that will make the most sense.
This article is one part of a 6-part series that will focus on the various marketing metrics and how they can be leveraged for your business.