Are you measuring your association marketing data? If so, are you measuring the right data? Inbound marketing rests on a bedrock of data, and, in the end, you’re only as good as what you measure. As The Next Web put it… “If you’re not measuring, you’re not marketing.”
So wake up and build a marketing scorecard. Set monthly key performance indicator (KPI) goals and track them closely. Consider these 10 marketing KPIs for your organization.
1. Website Traffic (Unique Visitors)
Website traffic is a basic KPI but tracking unique visitors may not seem as obvious. Unique visitors refers to the number of distinct individuals visiting a site during a given period, regardless of how often they visit. This KPI gives you a sense of the size of your audience, not just the total number of pages being viewed.
In addition, it’s important to break traffic down by its source. That is, how much traffic is coming from social media, organic, direct, website referrals, email, paid search, and paid social. If you have chapters, regions or international members, look at the geographic breakdown of traffic as well. Look at trends and identify weaknesses and focus on improving them. Set monthly goals and measure.
By the way, when measuring traffic make sure you are excluding your own association’s IP address (and remote employees’ IP addresses as well). You don’t want employee traffic in the mix.
2. New Contacts
How many new contacts (leads) are your marketing efforts generating? What sources are driving the most contacts? What are the trends? For example, are you generating enough contacts from organic search? Social media? It’s one thing to have traffic from specific sources. It’s another to be generating new contacts. New contacts become new members, new attendees, and new exhibitors! Set a monthly goal and measure.
3. Visitor-to-Lead Ratio (New Contact Rate)
Your Visitor-to-Lead (VTL) ratio is simply your new contacts divided by total visitors. It tells you, at a macro level, how effective your website is at capturing new leads. That is, how many people are filling out a form on a landing page or subscribing to your blog. The next step is to break it down by source. What sources are performing the best? If your social media VTL rate is high, then consider putting more effort into social media. If paid search (PPC) is low, then focus on your PPC ads (you may be wasting money with the wrong ads, headlines, or keywords). Set a monthly goal and measure.
The goal is to turn data into information, and information into insight. – Carly Fiorina, Former CEO of HP
4. Lead-to-Member Ratio
The Lead-to-Member (LTM) ratio measures the efficiency of your marketing and sales funnel. It shows what percentage of your leads are converting to members. It’s critical to know how many of your leads the sales team is able to close. If the ratio is trending downward, you need to work with the membership sales team to identify areas where marketing can improve (as well as the team’s ability to close deals). Set a monthly goal and measure.
5. Landing Page Performance
Landing page conversion rates identify the percentage of visitors that convert on a specific page (i.e. fill out a form). Pages with low conversion rates need to be optimized…maybe you’re asking for too much information or the wrong information. Consider A/B testing the form.
If you don’t have landing pages on your website, please stop what you’re doing (right now!) and consider an inbound marketing platform like Hubspot, Marketo, Eloqua, Act-On, etc. to make this process easier. Another, simpler option is to use a service like LeadPages or Unbounce where you can select and edit landing pages from a library of templates. Set a monthly goal and measure your landing pages!
If you can’t measure it, you can’t manage it. – Peter Drucker
6. Blog Traffic
I emphasize measuring blog traffic in addition to measuring site traffic because it’s so important to closely track the success of your blog, your thought leadership, and your content. Keep an eye on the top viewed posts. They are indicators of what’s resonating with your audience. Measure the number of new contacts generated by your blog posts. Consider writing more on that subject. Set a monthly goal and measure.
7. Blog Subscribers
This one is sorta obvious but the more subscribers to your blog the more views you will have, the more social shares you will have, and the more new contacts you will generate. Can you rattle off this KPI right now? If not, go measure it and report on it weekly!
8. Organic Search
Organic search represents the visitors that come to your site from search engines like Google, Bing and Yahoo. It shows how effective you are at creating content that is found through search (the holy grail of inbound marketing). Measuring search traffic will keep you focused on keywords and creating content that resonates with your members and your prospects. Here there are 4 primary metrics you need to monitor:
- The percentage of leads that come from organic search.
- The number of members you generate from organic search.
- The percentage of leads that come to your site using keywords.
- The percentage of leads that come in using other terms.
Again, set monthly goals and measure.
9. Keyword Ranking
Identifying and measuring where you rank for buyer keywords is critical and drives organic search traffic to your website. Tools like Ahrefs or SEMrush show how well your association and your competitors rank for specific industry keywords. They also identify new content areas to focus on. Set monthly goals and measure your keyword ranking.
Google only loves you when everyone else loves you first. – Wendy Piersall, Entrepreneur
10. Inbound Links
Inbound links are links to your website from other websites. Inbound links are one of the top metrics Google uses to measure the authority of your site. The higher your authority, the higher you’ll rank in search engine results. So link building is a primary search engine optimization (SEO) strategy. You need to work on outreach on a regular basis to encourage more inbound links from members, bloggers, influencers, the press, etc. Share your latest content and ask them to write about it and link to your site. Set monthly goals and measure.
As marketers we have access to a plethora of data but focusing on the right data is paramount. So, consider the above KPIs, measure them regularly, and start kicking some butt! And remember, if you’re not measuring, you’re not marketing!