subject: Marketing Metrics Every Small Business Owner Needs to Know [print this page] As a business coach I know that your time and resources are VERY valuable. To be successful and have a work-life balance, you need to make the best use of both. The only way to do this is by implementing metrics that will help you measure your success.Below is a list of the key metrics I suggest my clients track. This information can usually be pulled together easily and quickly and should be looked at weekly. This is a great task for your virtual assistant if you have one.Metrics for Your Website:* Keywords people are using to find your website. * Why you need this information - It lets you know if the articles/blog posts you are writing and the keywords you are targeting are on track, and it allows you to watch for hot trends.* Your current website traffic and your current traffic in relation to last week and last month. * Why you need this information - Overall, are your marketing tactics driving more traffic? It shows how many unique visitors you have and how many new eyeballs (people) you've driven to your site.* How many repeat visitors you have. * Why you need this information - If you have a lot of repeat visitors, this means you have sticky and relevant content. * Metric - The percentage of visitors who sign up for your newsletter or ezine. * Why you need this information - This lets you know if your offer is compelling or needs some tweaking. It also lets you play with your web site's layout.* The number of people who bought something or became clients. * Why you need this information - It gives you your conversion rate (the percentage of visitors that purchased), it gives you an idea of how well your website is converting, and it allows you to play with your marketing tactics to see what actions give you a bump in conversions.* The dollar value of each visitor (the total value of all sales divided by the number of visitors). * Why you need this information - It keeps you from spending more per visitor than they are worth.Metrics for Your Ezine or Newsletter:* Percentage of people who opened your newsletter. * Why you need this information - It lets you know if your subject line was compelling, which subject lines hit the ball out of the park, and which subject lines bombed.* Percentage of people who clicked on the call to action in your newsletter. * Why you need this information - It gives you guidance on your offering and call to action.Metrics for Your Marketing Campaigns:* Identify where your leads are coming from. What marketing activities PULLED them to you? * Why you need this information - It allows you to concentrate on the marketing efforts that work and to drop the ones that don't.* What did your leads do? Did they download a specific report? Purchase a product? Become a client? * Why you need this information - It clarifies what your target market is most interested in and where they feel the most pain.* Which marketing activity pulled in the highest-converting leads and which brought in the most profitable leads? * Why you need this information - It allows you to concentrate on the marketing efforts that earn you the most and spend less time on the ones that don't earn as much.
Marketing Metrics Every Small Business Owner Needs to Know
By: Jennifer Davey
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