What are the digital marketing metrics you should be measuring? In this two-part series, we begin by reviewing social media metrics.
At Davos this year, the great and the good of business turned their attention to escaping short termism – through initiatives such as considering employees to be equally important stakeholders as shareholders.
This made me think about how we, as communicators and marketers, measure our campaigns and how troublingly short term the focus has become. Digital marketing covers so much from social media, community management, PPC, SEO, email marketing and more. So, at a time when Facebook is tinkering with its algorithms, and users are getting smarter with their data, what digital marketing metrics should you measure?
Innumerable campaigns have followed the narrowest interpretation of “performance marketing” to focus only on communications that clearly move the needle on last-click attribution. Sell, sell, sell!
What if that simply amounts to grabbing low hanging fruit while irreversibly damaging future harvests. Ok, that’s a horribly mixed metaphor! But if you are securing a sale from 1% of your audience, isn’t there still a chance that your approach is turning off the remaining 99%? This should make communicators value some metrics that have previously been disregarded as “vanity” metrics or not amounting to tangible results.
Let’s start with social media.
1) Follower growth
It seems obvious but you should definitely be tracking follower growth. If sales increase due to your approach, but follower growth plateaus or declines, that is not a recipe for long-term success. Whether you’re tracking daily, weekly, monthly or annually, the closer you look into the data, the more you get out of it. Are you seeing faster growth around the holidays or Black Friday when you are pushing results-driven campaigns? Or is it in quieter periods when you’re seeking to engage around the brand?
Perhaps when you Tweet about a specific topic such as “what digital marketing metrics should you measure”, do you see more digital marketeers follow you? This will inform what content you post and when.
The engagement rate shows how many and how often people are engaging with your content. Conventional wisdom has been to see these as vanity metrics and focus in on where the sale is made. Even for a quick boost in sales, don’t cannibalise your audience and simply post content which the majority of people aren’t engaging with from an organic standpoint. And don’t disregard one underperforming post, either from a sales or engagement standpoint. Monitor this type of content over time and at scale and see if any trends appear before changing tact.
Reach is all about unique views. It’s important to maximise the number of unique users who see your content. You can post your Instagram story to one person every day but it’s not going to necessarily expand your customer base. If you help grow your following, then you can help grow your reach.
A CMO may say (they often do), I don’t care if social media content hit one million views in March, no one bought a product. Clearly there is always pressure for sales here and now. But our jobs as digital marketeers is to create multiple touchpoints with users, so they feel empowered and informed to buy your product or service (now, or in six months!).
If we want to get into theory, remind your CMO of The Marketing Rule of Seven – potential customers need to see an ad around seven times or more before they buy.
Of course, there’s also the saturation point, which can also be exacerbated by purely focusing on the single most effective tactic from a sales or lead gen perspective. You need variety and to be in front of a large audience with interesting content. It is too often forgotten that impressions matter for the top of the funnel.
5) Clicks of All Kinds
Finally, clicks remain crucial for social. With the emergence of social commerce and click-to-buy options, it has led to a myopic focus on the clicks-to-conversions equation. Yes, this is critical to ensure that you are not driving hoards of people who will never do business with you. However, all types of clicks deserve attention, not just the “last-click” that leads to a sale. If a user finds their way to your site and spends 15 minutes looking around without jumping on a call-to-action, that is still valuable. They are absorbing your story. This click-through may well be sealing the foundations of a life-long relationship with a valued customer.
So take a look at the full picture, and stop speed-dating!
Make sure you follow Madano on Twitter and LinkedIn for more digital marketing tips. We’ll be posting key performance indicators for websites soon.
Sunday 8 March was International Women’s Day, a global day celebrating the social, economic, cultural and political achievements of women. This year’s campaign theme was #EachforEqual, promoting the message that we can all actively choose to “challenge stereotypes, fight bias, broaden perceptions, improve situations and celebrate women’s achievements.” With this in mind, members from each of our practices have highlighted inspirational women from different backgrounds and fields that have made huge impacts to our world as we know it.
Margaret Calver – Kat Dominiak (Creative)
Female designers have had a huge impact throughout the history of design and their works are engrained in our everyday lives. It isn’t a surprise that historically the male-dominated graphic design industry hasn’t always had the best reputation for gender equality. However, female designers have played an important role in establishing graphic design as we know it today.
Did you know Margaret Calver’s work has helped to save hundreds of thousands of lives in the UK? Her very simple and easy to understand graphic language is on every single road sign and signpost across the entire country. She helps you get safely to work, school or home. Margaret is a typographer and graphic designer mainly known for her collaborative work with Jock Kinnir on the design of Britain’s roads – she’s a creative icon that had a huge impact on the design industry.
“With talent, dedication, and creativity in spades, women are – and always have been – killing it in graphic design.” – Rebecca Gross
Kimberlé Williams Crenshaw – Elisha Raut (Insights)
You might have heard of the term intersectionality somewhere in the stratosphere. Maybe it’s because you’re engaged in critical race theory, or because you once eavesdropped on a pretentious and overly jargonated conversation at a LEON (just me?), or perhaps somewhere in between. In a reductive nutshell, it’s the idea that a person’s lived experience is contingent upon several overlapping axes of their identity, and it’s a foundational concept that was developed approximately 30 years ago by lawyer, professor, philosopher, and theorist, Kimberlé Williams Crenshaw.
While the inception of the term was mostly within the context of legal advocacy, where discrimination regarding sex and discrimination regarding race were treated as mutually exclusive entities, it has now pervaded many areas of academic and everyday discourse.
While Crenshaw’s past achievements could span novels, she remains consistently active in educating the masses, not just through academic avenues, but also as a public speaker. Many of her highly engaging and thought-provoking talks are available on YouTube.
Although the term intersectionality has entered the everyday vocabulary of many people who may be characterised as, and sorry in advance for using this term, “woke”, it has also faced criticism from the anti-woke crowd. This is the main reason her continual educational efforts are still invaluable: in the information age, we can (fortunately and unfortunately) still believe whatever we want, whether it is justifiable and evidenced, or not.
Rosalind Franklin – George Mitchell (Healthcare)
Science is supposed to be paving the way for the future and yet, when it comes to gender equality, it is stuck in the past. At present, less than 30% of researchers worldwide are women and they continue to be overlooked and undervalued in a male-dominated field. Perhaps the most famous example of this is Rosalind Franklin, a chemist and x-ray crystallographer who, in May 1952, captured an image that would quite literally change the DNA of biological and healthcare research.
Franklin’s seemingly uninspiring and blurry ‘Photo 51’ would lead Watson and Crick to discover the DNA double helix, for which they won the Nobel Prize in Physiology or Medicine in 1962. Since then, we have sequenced our genome, increased our understanding of genetic disease and even learned how to edit our DNA.
Franklin died in April 1958 from ovarian cancer, possibly caused by exposure to the very x-rays which led to her discovery, something for which she was not recognised until the years following her death. With the Nobel Committee still unwilling to award posthumous prizes, Franklin remains one of the greatest unsung heroes in the history of biology and healthcare research.
Admiral Grace Hopper – Ben Gascoyne (Technology)
While the typical tech sector stereotype is male-led, you should know that some of its earliest and most influential innovators were talented and inspirational women.
That includes Grace Hopper, an American mathematician who began her career in computer science as World War 2 began. Working with the very first computers throughout the 1950s, she pioneered the development of programming languages that were based on natural languages, such as English, instead of abstract mathematical symbols.
That may seem obvious now, but was met with resistance at the time. Delivering her vision for computing made programming more accessible for everyone who followed her and paved the way for the tech giants you know today, like Microsoft and Apple.
Somehow, alongside a hugely successful career in computing, Grace Hopper found the time to rise to the rank of Admiral in the US Naval Reserve. Admiral Hopper passed away in 1992, but today, social enterprises such as the fantastic Stemettes are making sure that girls across the UK can follow in her footsteps and are inspired and empowered to take up STEM careers, including in the tech sector.
Mary Prince – Hoda Awad (Energy and Environment)
Mary Prince was a courageous woman who helped to change Britain as we know it. She was an enslaved woman who campaigned in the 1800s for abolition.
In 1829, Mary was the first woman to present an anti-slavery petition to Parliament, arguing for her human right to freedom. She was also the first black woman to write and publish an autobiography, which was a key part of the abolitionist campaign in Britain. It was during that very same year that her peers in the abolitionist movement introduced a bill proposing that any slaves must be freed.
Mary was an inspiring woman who invented political activism almost 100 years before other more well-known movements began to gain traction, such as the Suffragettes.
With modern society becoming increasingly competitive and divided, it is more important than ever that we champion and communicate the achievements of women. We have a shared responsibility to remove barriers and create opportunities so that, regardless of gender, anyone can fulfil their potential. By working together towards gender equality and providing women and girls around the world with heroes and role models, we can inspire the next generation and create an environment from which we can all benefit.
The latest PRWeek Power Book, profiling the brightest and most influential PR professionals across the UK, has once again seen Madano’s Managing Partner Michael Evans included.
Since making the move from Government, Michael has been a key element in Madano’s rapid growth and establishing its position as one of the leading integrated communications consultancies in the UK. With a keen eye on working with clients who are insights-driven and unafraid of being market disruptors, Madano continues to build on being specialist advisers in energy & environment, healthcare and technology.
The 2020 Power Book also includes a number of leaders from within the AVENIR GLOBAL group, with both Ralph Sutton, International Managing Partner of AVENIR GLOBAL, and Charles Lewington, CEO at Hanover Communications, included.
Find more information on Michael Evans’s Power Book entry here.
Click here to see all the entrants in this year’s PRWeek Power Book.
Madano is an insights-driven communications consultancy that works with clients tackling the big global challenges of the 21st century. We deliver thought-provoking and robust outputs that create value for businesses and organisations through building brand awareness and managing reputations, helping clients win work and creating growth, and making change happen. We do this in complex, highly regulated sectors, primarily in technology, energy & environment, and healthcare. Established in 2004, Madano is an AVENIR GLOBAL company.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.