One of the main advantages offered by digital media over traditional media is the possibility of measuring “almost everything” and, based on these metrics, to execute action plans, adjust communication strategies, get to know audiences better and understand in real time the behavior of campaigns and project or estimate results.
Why are they important?
When it comes to getting the most out of marketing actions or the promotion of a brand, product or service, nothing can be left to chance, especially when it involves an investment of time and money. Perception must be set aside and actions must be taken based on real data.
Knowing and being clear about the importance of the different metrics will allow you to reach your ideal audience, optimize resources, focus your efforts and know how close you are to achieving your brand’s goals.
The list
Before getting into the subject and looking at the list of metrics, it is necessary to know what inbound marketing is all about. This consists of a set of strategies that seeks to attract users from the beginning of their purchase process, accompany them, educate them, nurture them, lead them to the final transaction and, finally, build loyalty to turn them into recurring customers and potential brand ambassadors.
Unlike traditional marketing – direct, intrusive and focused on the product or service – inbound marketing creates content about the problems and needs of customers, i.e., it provides them with valuable information about what they need, when they need it.
Visitors and unique visitors
The number of visitors refers to the total number of users that come to the website during a given period of time. The same visitor can access our website several times, generating -in the metric- multiple visits.
Another important metric emerges from the total number of visits. It is about unique visitors. It is configured when a single user visits the website for the first time during that period of time, regardless of subsequent visits.
These metrics take as reference the identifier of the browser from which the user arrives. That is, if a user enters from the PC browser and then enters from the mobile, each one will count as a unique visit.
Conversion rate
This metric shows the number of potential or actual customers who have performed a specific action of value within the strategy. They can be actions on the website, blogs, landing pages or emails sent.
The conversion rate is calculated with the following formula:
Number of users of a page / number of users who performed the expected action = conversion rate.
Traffic sources
Just as it is important to keep in mind the number of users arriving at the website, it is also important to identify the sources from which they arrive. This will allow us to know which part of the strategy is being most effective and where it is necessary to generate reinforcement actions or simply suspend actions. In this way, if the traffic came organically or paid, through a search engine, a social network, an email or other means.
Leads
In an Inbound Marketing strategy, one of the most important objectives is to obtain data from users so that they can be converted into customers. The user who was attracted by the strategy, who was interested in the content offered and who decides to leave his data in a form in exchange for such content becomes a Lead.
Qualified Leads
The first stage of Inbound Marketing is to attract, from an ocean of strangers and through interesting content, potential customers and get them to register their data, becoming Leads. The different actions of the strategy will nurture these Leads, qualifying them and separating those who do not show interest from those who demonstrate that they are willing to consume the products or services. This process is called Lead qualification.
Customer rate
Knowing the number of customers obtained through Inbound Marketing actions allows us to know the level of success of the strategy.
From the collection and contrast of data acquisition sources or records, it is possible to identify the percentage of users who became customers thanks to the Inbound Marketing strategy.
Lifetime Value
Customer Lifetime Value (CLTV) is a metric used by companies to determine the value or profit that a customer represents over a certain period of time. This is a marketing principle through which it is essential that we know our customer, his behavior, to determine the value he brings to our business and create a 360º Marketing strategy adapted to him.
Customer Acquisition Cost (CAC)
The CAC are the costs associated with the actions to convince the user that you are the best option for their pain. With it you can set precise goals for the number of customers you can generate in a year.
Finding out this data is necessary to recognize the impact of the materials and content offered on your website. It also shows you the level of authority you have achieved.
Lead Nurturing: https://www.rdstation.com/co/blog/nutricion-de-leads/
