Measure What’s Important, Not What’s Convenient - Levelwing

Business owners and their marketing teams are holding themselves back from success Thatamp8217s right itamp8217s them and no one else Thatamp8217s because theyamp8217re holding fast to easytoobtain convenience metrics So what is a convenience metric Itamp8217s a number that amp8220convenientlyamp8221 grows and gives the appearance of a successful campaign On social platforms convenience metrics are things like number of followers or fans and post likes Sure these metrics can give us an idea if our content is shareable or popular but it doesnamp8217t paint the entire picture of your social success After all why is your business on social To show how much people like your photos Probably notMore than likely your business is involved in social media to grow your business opportunities through leads or sales create brand awareness engage current customers market to potential customers implement better customer service tactics or various other similar reasons Though convenience metrics are predominantly a social media problem they also exist in other forms of digital marketing For example how many clicks did my paid search ad get How many people viewed my webcast These metrics are not painting the entire picture of a successful campaign and can cloud your judgement of digital success and further optimizationSo how do we combat getting lost in the vast ocean of convenience metrics Itamp8217s simple really Align your business goals with your digital marketing goals Letamp8217s say for example that you sell B2B software A tutorial video you uploaded to YouTube got 60000 views in a week Great right Well not necessarily How many of these views resulted in a visit to your website Of these visits how many performed an action whether it was filling out a lead form or purchasing your software Of the people who purchased how many shared their purchase with friends or wrote a recommendationreview These are all much more telling metrics than your 60000 views And chances are the numbers that answer these questions are much much smallerThis all sounds quite negative Iamp8217m sure Canamp8217t you just let me be happy that my business has over 80000 likes on Facebook But the truth is that as soon as you align your digital strategy with your overarching business goals you will begin seeing growth in the metrics that matter and that will impact your businessamp8217s return on investment In keeping with the proverb anything worth having isnamp8217t easily obtained Therefore I challenge you to go after the metrics that will move your business forward instead of languishing in a pool of clicks likes and sharesThis content was syndicated with permission from Asking Smarter Questions Steve Parker Jr is a CoFounder and Managing Partner of Levelwing a digital advertising agency that provides datadriven marketing solutions Steve can be reached at sparkerlevelwingcom Follow me on Twitter at sparkerjrRead all Steve39s MediaBizBloggers commentaries at AskingSmarterQuestionscomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Measure What’s Important, Not What’s Convenient - Levelwing

Author

Publish date

Channel

Archived in

Steve Parker Jr.

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Measure What’s Important, Not What’s Convenient - Levelwing

Enjoying This Commentary? There's More to Love

Steve Parker Jr.

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies