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Let's get straight to the point: it is impossible to have a successful digital marketing strategy without knowing how to measure online results.
After all, it is from this type of analysis that the company can assess what is working. And what's going wrong. By measuring results, we can make the necessary adjustments.
Don't forget that one of the main advantages of digital platforms is precisely the use of tools. If it is so obvious, why do many companies fail to take advantage of this information to optimize their investments? The explanation is simple: there is often a lack of knowledge on how to properly use data.
Did the subject pique your interest? Then you're in the right place, because in today's article we'll explain what to do to better explore the potential of digital platforms!
Why is it essential to define KPIs?
The first step to having a successful strategy is to define the most appropriate KPIs (Key Performance Indicator). It is from these Key Performance Indicators that you will be able to extract the information that is most relevant to your business.
Note that we are not just talking about knowing how to use metrics and monitoring the performance of your initiatives. Absolute numbers say very little about the actual results obtained by the company. So keep in mind that metrics reports should be used to arrive at the most relevant KPIs for your business.
To make this decision, you will need to take into account the objectives set for the venture. And it’s also important to understand what’s behind each indicator! Measuring results online is an art that requires constant dedication and analysis. Check out!
What are the most important KPIs?
Engagement
This is one of the most important KPIs for digital platforms, as it tells us the level of engagement that the brand can obtain with the public. This indicator is calculated by dividing the number of visits received by the volume of interaction.
Thus, if we evaluate the website performance, we will be able to measure our efficiency in order to provoke the user. If we manage to have a high reach, but continue to register low engagement, it is a sign that the page needs adjustments.
In social media, then, engagement is the main thermometer of results. There's no point in having a huge amount of followers if they don't react to your content. So, pay attention to this KPI.
Range
If you work in marketing, you know that reach is a relevant indicator not just for the digital environment. After all, it is by measuring this data that the company knows who received its message.
On digital platforms, we use more basic metrics to measure reach, such as those that indicate volume of impressions, traffic, followers, fans or subscribers on a given page.
Remember that these measures must be analyzed within a certain context. For example, having a large number of followers on corporate blog It's good, but as a business result, we must have a strategy to exploit this brand performance.
Leads
No matter the objectives set for the digital marketing strategy, everyone wants to reach the lead. In other words, establish contact with a person who has already shown interest in that product or service.
In this case, in addition to being an indicator of the success of the action, we have information at hand that helps guide business initiatives on several fronts. Again: is it worth having a large number of fans on Facebook if the company finds that it cannot generate leads on that channel?
Clients
Customer volume is another indicator that every brand manager knows well. In the case of digital marketing, which has countless options to be worked on, it is essential to analyze this index to understand which alternatives have been more efficient in conversion.
Still in relation to this KPI, keep in mind that it is from this that the enterprise can arrive at another essential measure for marketing: ROI — return obtained on investment.
Each company will measure results online depending on the diagnosis of the brand's situation. However, as you may have noticed, it is not possible to work without defining the appropriate KPIs for the business.
Interested in doing this type of monitoring of your strategies? Then subscribe to our newsletter and have access to exclusive content on the subject!
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
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