Is your business floundering? Or is it hitting a steady stride?
Keep in mind better engagement gives you a higher chance of earning new customers. It can boost your retention rate, and it can give you more marketing reach among others.
Engaged customers buy more and give you their loyalty. They may even refer your business to their friends and family.
This is why engaged customers bring in 23% more revenue than your average one. This makes it important for a marketer to create meaningful interactions.
To build an engagement strategy, there are a few marketing metrics you need to consider. Check below which ones you need to track to see if your engagement efforts are working.
This marketing metric indicates the number of visits your website is getting. It usually includes the number of views of a specific page and the number of unique visitors.
This information alone can give you an idea of how effective you are in attracting an audience. You’ll also use this metric to figure out the other metrics of your website, such as conversion rate and other marketing KPI.
However, it only plays a small part as web performance is much more comprehensive now. You’ll have to look at your other traffic metrics, such as the sources, bounce rate, and such.
For example, finding out the source of your traffic can help you determine which marketing campaigns are working.
Looking at the organic traffic should also help you know the keywords that lead to your website. This could give you other ideas for keywords to use, and you’ll be able to see if you did SEO on your recent content right.
To track your website traffic and other metrics, you can use tools like Google Analytics.
You can also use websites like SimilarWeb to give you an overview of you of your visits, such as the total number and average duration of each visit. This is also a good way to check your competitor’s website traffic and compare data.
The conversion rate measures how many prospects have turned into a client. Note, though, that it doesn’t only track sales.
It also tracks what you consider to be successes, such as having a visitor book an appointment via your site. If a prospect signs up to your newsletters or if they filled up a form, you can consider those to be a conversion, too.
To calculate your this metric, divide the number of your conversions by your web visitors. For example, if 583 people out of the 4,879 who visited converted, you’ll get a conversion rate of 11.9%.
If you’re in e-commerce, having a conversion rate like this lands you in the top 10% of companies.
If you have a low conversion rate, take a look at the path of your customers on your website. Do you see a common factor that may be stopping them from fulfilling the action?
Make sure your website is easy to navigate, as well, and your landing pages make a good impression. Your copy and images should be of high quality, and your call-to-action must be visible and clear.
The mobile responsiveness of your website is also a huge factor in making conversions. Remember that most internet users access the web via a smartphone; you’ll have to accommodate them. If your website isn’t optimised for mobile users, you risk losing them as a customer.
To generate sales, you have to generate leads. This process usually starts when a visitor clicks a call-to-action button on your website. It will take the visitors to a form they’ll need to fill up with their information.
If they do fill up the form, that’s a successful conversion and it’s another step towards making the sale. Turning that lead into a customer will then depend on your next steps and the persuasion of your sales team.
To see if you’re getting enough leads, check your lead-to-conversion rate and your sales target. Knowing these 2 will help you find out how many leads you need to get to hit your target.
In general, it should be enough for your sales team to get busy.
Also, check where your leads are coming from – from your blog posts, from emails, or from social media? See which ones are the best at turning a visitor into a lead, then make sure it stays that way.
For the underperforming areas, see how you can keep a visitor’s interest enough for them to trust you and fill up a form.
In particular, you’ll have to pay special attention to social media. About 74% of shoppers make it a huge part of their decision process, making it an important piece in sales. It’s also a great way to connect with multitudes of people at the same time.
In Google Analytics, you’ll also see the average session duration and scroll depth. Both of these measure content engagement, allowing you to see if your visitors like what they see or not.
If the time spent on a page is too low, that means your content is not engaging enough. It could also mean that the post isn’t that much relevant to the keywords your visitors are using.
The same goes for scroll depth. When users scroll farther down, that means they’re interested in the content.
You have to take into account both metrics as only looking at one can be misleading. For example, an element in your website might be causing them to scroll farther down. However, the content is not that engaging, causing them to leave right away.
First, take a look at the page and see where you may be losing their interest.
Is it full of ads or is the layout too confusing? The content may not be well-written, too, or it bored the users out of their minds.
To boost engagement, you’ll have to fix these all – write informative content with perfect grammar, use media like photos, and break it into sections using headers. These will make it easier to read, thus visitors will be more likely to keep reading.
Make sure the page’s layout is nice to the eyes as well. Avoid elements that may be distracting the readers, like loud pop-up videos.
You can track this via search engines, social media, external links, or earned media. In social media, you can measure the interactions of your page and the number of your followers.
There are also other engagement metrics, such as the number of likes and shares.
To see how many people are searching for your brand on Google go to Google Search Console. Look at the Queries page in the Impressions box, you’ll see how many are searching for your company, your blog, or other things that might indicate brand awareness.
Your brand might also earn you reviews and articles. A report on your product, for example, is an earned media. Tracking how many articles you earn will give you an idea of how many people you’re reaching.
The reach is also a great indicator of your content performance. It’s the number of unique people who see your content. Social shares, like retweets on Twitter, also count towards your Reach.
The higher the number, the higher the interest the content is generating. However, you shouldn’t take it as is; you’ll need to compare it to other metrics to get a feel of your engagement rates.
Dividing likes by reach, for example, will tell you how many of those who saw your post liked it. This gives you context on how the post is performing.
To track your post reach, the social media platforms will provide these numbers for you. Facebook, for instance, shows you how many people saw each of your posts.
The conversation rate indicates how many people you got talking through a post. You can calculate this using two ways: against your followers or against your reach.
In the first formula, you divide the number of comments by the total number of your followers. If your post generates 76 comments and you have 571 followers, for instance, you get a high 13.3% conversation rate.
This doesn’t take into account other people who have seen your post but aren’t your followers, though. This also assumes that all your followers saw your post.
A more accurate way to track this is to divide the number of comments by your reach. This way, you’ll know which of the ones who saw your post made a comment.
If you have a low rate, your content may not be interesting or creative enough to spark conversations.
Review other pages posts and see what is it about them that gets people talking. Is it a funny caption or an insightful question that made users stop to think?
These are only a few of all the other marketing metrics you should track. Some other marketing metrics examples to study are the cost per lead, landing page performance, and so on.
In most of these metrics, the performance of your website matter. This ranges from faster loading speed to a better user experience (UX). Make sure you have a good hosting solution as a good foundation; contact us today to learn more.
