Marketing Metrics Every CMO Should Track
CMOs (and CEOs) are focused on the big picture, while the rest of us lower down the totem pole get our hands dirty. (Well, except for Kelly, who loves getting her hands dirty. Figuratively speaking.) The big picture does emerge out of the small details, and that gorgeous Monet is, if you stand close enough, made up of blobs of paint.
But when you're more focused on managing your people and putting together your marketing strategy, it can be easy to lose sight of the details. Here are some details that it pays to never lose sight of, because they paint a very real picture (that's my last metaphor, I promise!) of your marketing performance.
1. Visits to Your Sites/Profiles
I don't mean you should write down last week's number of website visits on your cuff, but you should know whether the number is closer to 1,000 or 20,000, and whether it's growing or otherwise. You should also roughly know the number of relevant visits. For example, we get a lot of visitors from India because we have an office here, but we don't offer our services in India, so for my purposes, the relevant number is the number of visitors from North America.
2. Most Popular Content
One easy way to know if you're attracting the right kind of visitors (the ever-elusive prospects) is to see what content is popular. Is your "jobs" page more popular than the page that lists your services?
The other thing your popular content is telling you is what your visitors are looking for. Are they ignoring your PDF downloads and just viewing the videos? Are the views on that well-researched, thoughtful exposition of the industry languishing and your quick, tongue-in-cheek response to a competitor unexpectedly proving popular? This tells you what kind of content you should spend your team's time and your marketing dollars on. With a caveat, which comes next.