Key Engagement Metrics for Reporting
In marketing, data is everything. It’s how we determine if our campaigns, videos, or content are successful. It’s also how we prove to the naysayers that what we do is important—and works.
Vanity metrics, like followers, aren’t important. Sure, it’s nice to see that you have a million followers, but what does that matter if they’re not making a purchase or asking for a product demonstration? How does having a million followers help you determine how your content is performing?
These reasons are why we love engagement. They’re part of the “actionable” metrics that influence your decisions, such as whether you’re going to continue a campaign, make some tweaks, or scrap it entirely. You should measure these wherever you push content and make adjustments based on predetermined goals.
In this post, I want to focus on four marketing areas and the most important engagement metric for each.
Social Media-Shares & Replies
These metrics are both important, but not necessarily at the same time. Are you looking to expand your audience, or are you focused on interacting with the one you currently have?
If you want to expand your audience, focus more on shares. Let’s say you want to make sure a message spreads far and wide. You’ll want your tweets to have a high number of re-tweets and your posts on Facebook and YouTube to have a high number of shares. Shares are also a great way of organically growing your audience. Your current audience felt compelled, for one reason or another, to share your content with their friends. And if that content speaks to them, you’re more likely to have a new potential customer.
Are you more concerned about having conversations with your audience? Focus on replies, whether that’s a re-tweet with a comment, a comment on a post’s thread, or a direct message. And, if replies are your goal, you need to reply back! While larger companies will find it impossible to respond to every single comment, you should try your best to do so. Have a team of people responsible for responding to comments to:
- Thank the customer for their continued support
- Correct erroneous information
- Provide an unhappy customer with information or contact information to resolve their issue
Maintaining the dialogue will show customers that you are interested and care about their thoughts.
Some statistics to keep in mind when creating your social content:
- Visual content (images, infographics) is 40 times more likely to be shared
- Infographics are shared 3 times more than other content types
- A person’s willingness to read a piece of content is increased by 80 percent when the visual is colored
Even though no one can tell for sure if the bounce rate directly affects the Google rankings, it’s still important to include it in your digital marketing funnel. Knowing how disengaged people are with your website is just as important as knowing how engaged they are. Bounce rates can be difficult to measure, but they provide an insight into your website’s weak areas. Are you taking these points into consideration when measuring bounce rate:
- Start Render: The time from when a browser requests a website to when the content renders in the browser.
- Display: The time it takes for a user to begin engaging with the website’s content. Not all content needs to be loaded.
- Interact: The time from when a browser requests a website to when the user can fully engage with everything.
For every second a user has to wait on a webpage to load, their chances of bouncing increases by 65 percent. Based on this, you’ll want your page to load in under 3 seconds.
Videos may take a while to create, but they’re easily digestible and can get a lot of information across in a short amount of time. It’s great when you’re trying to sell your customers something. That’s why you should look to convert with each video, and measure your success with the conversion rate.
As you know, a conversion isn’t necessarily a purchase. Use videos to have your audience fill out a form or subscribe. Help your video help you by making sure it provides information that answers questions and helps lead your audience further down the funnel. It should also be put in a high traffic area of your website as well as a position where eyes will naturally gravitate. The top left corner gets the most attention, followed by the center middle.
Email-Click through Rate
Click through Rate (CTR) is a non-negotiable metric. It’s a metric staple, telling you if readers went on to look at one or more links contained in the email’s body copy.
Determining why you got the results you did will be the challenging—and important—part of reporting your findings. Was the content what caused the campaign to perform better? What is the time (the highest CTR occurs around 11 AM Eastern time)? Was it personalization? You need to make note of this information and see if you can determine patterns. You may also need to test alternate times, subject lines, and more to see what works best with your audience.
You need to measure per email. To determine a campaign’s overall success, you’ll want to take metric’s average. You can also see how engagement increased or decreased through the campaign’s duration.
Don’t Forget to Measure
Use your favorite method of data collecting, whether that’s a paid program or an Excel sheet. Always keep goals in mind when looking at these metrics. Most importantly, let the data guide you in your marketing decisions moving forward.
About the Author
Chris Hickman is the Founder and CEO at Adficient with 15 years of experience in search marketing and conversion optimization. Since 2006, he founded GetBackonGoogle.com, helping businesses and websites suspended in Adwords to Get Back on Google.