Marketing Is A Science — And A Conversation
Data is critical for measuring marketing success. But getting too caught up in metrics can distract from the primary goal of marketing, which is to engage in a conversation with potential leads.
Using numbers to monitor progress shouldn’t take away from creating quality, compelling content that makes your business stand out from the competition.
To combine measurable success with creativity, you need to look at data – just not with blinders. Focus on the key performance indicators (KPIs) that determine whether the conversations you're trying to have with prospective clients are working.
The following three metrics will provide you with a high-level view of how your content strategy is performing.
1) Total Number Of Visitors
To engage prospects, you need to make sure they can find you in the first place. That means creating exceptional content around disruptive keywords. If you’re not getting the number of visitors you want, take a look at your keyword strategy.
Ask these questions:
- Has the language around your value prop changed?
- Are you trying to rank for too many keywords on the same page?
- Could you seize opportunities to optimize landing pages for keywords?
- Is your content answering your prospects’ questions?
Just like marketing is a conversation between your business and your potential leads, keyword strategy is a conversation between potential leads and the search engine. To increase organic traffic to your site, you need to be part of that conversation.
Pay-per-click (PPC) ads also drive traffic to your site. Making these prospect-focused instead of company-focused helps to increase click-through rates because you’re opening the door to a dialogue, not a sale.
2) Bounce Rate
A “bounce” occurs when a visitor leaves your site after looking at only one page. You should expect around a 50% bounce rate from your homepage. People who aren’t interested in what you do are going to leave — and that's a good thing. You want to attract quality leads.
But a much higher homepage bounce rate could indicate a problem with the page. First, take a look at the user experience. Make sure your site performs on all devices, and that it’s easy to navigate. It should also load quickly without any errors.
Homepage content needs to be clear and prospect-oriented, and it needs to make your business stand out. Tell your visitors exactly what you do, and why you’re the best choice to solve their problems. Consider your target personas’ pains when crafting both your high-level and key features messaging.
3) Conversion Rate
Perhaps more important than your homepage performance is landing page performance.
While any visitors should be able to find your homepage, your landing page traffic should be the result of a precise content strategy. Landing page visitors are typically further along in their buyer journey and more ready to start a conversation with your company.
If you’re getting clicks but no conversions, look at the language you’re using. Is it customer-centric or business-centric? The focus needs to be on your prospects, not on you.
Also consider what you’re offering. Rather than a generic consultation or demo, consider a specific, action-driven proposal. For example: Give us 30 minutes and get five personalized tips for reducing your insurance coverage cost.
Finally, what about your strategy? If visitors are getting to your landing page before they’re ready to provide their contact information, your conversion rate is going to suffer. The buyer journey is a vital part of marketing strategy. You need to know what questions your prospects are asking before you can answer them.
Numbers should complement your marketing efforts, not define them. Using metrics to fine-tune the conversations you’re having with your prospects will drive traffic, enhance engagement and increase your overall conversions.