Marketing Metrics Every CMO Should Track
3. Search Terms
This is another way to find out what visitors are looking for. Knowing that your post on widgets is popular doesn't give you the true picture unless you also know that most visitors get to the post by searching [blue widget picture] or some combination thereof. Search terms also tell you what your customers want ([free face wash samples] or [anna dress in 18)] and sometimes, what they think about you ([yourcompany sucks] or [yourcompany testimonials]).
4. Who's Linking to You
If you know nothing about SEO, you should know this: links from good sites help. If you haven't seen an increase in good links lately, ask your team why. Look at websites who link to you and make sure those are links you want. Then tell your team what kind of links you should be having more of.
How many followers (blog and newsletter subscribers, Facebook fans, Twitter followers, LinkedIn followers etc.) do you have and how are they changing month-to-month? If a number suddenly changes dramatically, you need to know why. As with web visits, look into the kind of followers: demographics, industry, engagement (are they silent or do they comment? Do they click on emails or respond to calls-to-action? What times of day and days of week are they most active?) etc.
6. Who's Talking Trash About You
Ask your team to send you reports on a regular basis, and do regular searches yourself. You need to know of a) dissatisfied customers, b) disgruntled employees or ex-employees causing trouble, and c) competitors spreading tales about you. There may or may not be something you can do, especially in the cases of b and c, but you should definitely be aware of the problem.
(What can you do in case of b and c? The most effective way to counteract false claims or trolling is to have lots of positive mentions. If your social media marketing team is doing their job, your detractors should be hard to find among the sea of happy customers. Which brings us to…)