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Content Marketing KPIs to Measure to Build Your Brand
Posted on 27th July 2017 in Business
Written by Amy Harris
Whatever industry your business falls into, you need to have a marketing plan for your services/products to get the word out about your company. As you can see, the way we’ve approached this at FUTRLI is to pump out a steady stream of in-depth blog posts, designed to answer any questions you may have about running your business, and to help accountants understand the new way of working that’s taking over. From hospitality to manufacturing, you always have to be inventive and engaging with your marketing, so we’ve summed up our top marketing KPIs so you can start getting creative.
Your customers don’t necessarily care about you. It may sound mean of us to say, but they care about sating their own needs, and that’s where you can get on their radar. Marketing, in particular content marketing, is about creating interesting literature that connects to a potential customer’s pain. At FUTRLI we make sure our blogs are both educational and fun to read – otherwise why would readers even bother?
Departmental KPIs must be implemented across your business so you can track how each person and team is performing. In this blog, we’re looking at the top metrics to watch so ensure your digital marketing is doing the job.
Swing by our KPI library to see how to measure your metrics. We’ve also got our industry-specific KPI lists for you to peruse too.
Traffic per time period
This is a top KPI to measure, as it’ll show you how many people are visiting your website per time period. It’s good practice to measure this weekly or monthly (depending on the size of your business), so you can plan how to increase this figure for the next period. We measure our traffic monthly (and per 90 days) to review which content has performed the best. Once we know that, we’re able to focus our next quarter’s posts in the best way, informed by our results and not just a gut-feeling!
What’s also advisable is to track where your readers are finding your website. Are you ranking well on Google? Is your social media pushing traffic to your website? Are you sending out regular email newsletters to drum up interest and grab people’s attention? You’ll need to set up UTM codes to track your traffic effectively, and then it’s as simple as logging in and checking the results. Once you’ve done this, pop these results into your forecast and see how you can keep this particular ball rolling.
Engagement % per post
Now you know how many people are looking at your online business, you’ll need to find out who is engaging with the posts. On social media, this is easy as Facebook, Twitter and Instagram all have an ‘Insights’ tab, in which you can see who’s looked and reacted to you. You’ll need to look into software such as Google Analytics to see how many site users you’re getting, and this will also show you how long people stay on each page, click-throughs and more. Typically, the way audiences find websites fall into a handful of channels: organic, referral, social media, SEO and paid searches.
Sites such as Brandwatch and LinkedIn have ‘influencers’, who are popular or famous faces within a circle of people. “It’s a new opportunity for brands to activate a large number of consumers by focusing on the influential few,” Brandwatch writes. You can target them directly and get them to share your posts or information, which will reach a much broader, yet still relevant, audience.
Satisfied readers %
A lot of the time, blogs on websites are designed to answer customer queries. You’ll have seen FAQ sections, and ‘Help’ sections often lead you to blog posts. If your content answers the questions your customers have, it’ll slow down your customer service channels, as fewer queries will come in. This saves time for you and your team, and will position you as champions of your industry. Your reputation is crucial, throughout your business life, so this is a really important one to get right.
Have you made your website rich in information? Do customers know exactly what you offer? Have you made the design user-friendly and clear? If you can answer yes to all of these questions, you can have some fun with your content marketing. Customer satisfaction is a KPI too, and if done right, it’ll result in brand loyalty and increase the chances of referrals and repeat business. Unhappy customers indicate a weakness in your strategy, which could limit your business growth. Learn how to calculate your customer satisfaction here.