Measuring success requires that you establish goals and KPIs, says DMG's Gordon Plutsky:
Reach. How many people does our content touch? Measures include page views, social impressions, newsletter opens, etc.
Engagement. How many people read our content? Measures include clicks, PDF downloads, video views, etc.
Sharing. Do people share our content? Measures include shares on social networks, forwarding of links, forwarding of newsletters, etc.
Reach. How many people does our content touch? Measures include page views, social impressions, newsletter opens, etc.
Engagement. How many people read our content? Measures include clicks, PDF downloads, video views, etc.
Sharing. Do people share our content? Measures include shares on social networks, forwarding of links, forwarding of newsletters, etc.
Conversion. Do people raise a hand? Measures include list sign-ups, form completions, webinar sign-ups, sales inquiries, etc.
Revenue. Do people buy anything? To measure sales, you must code your inbound tactics and import the attributions to your CRM system—a process that defies even the most practiced marketers.
Feel daunted? View success as a "comprehensive strategic plan rather than a ream of numbers," Plutsky says.
Feel daunted? View success as a "comprehensive strategic plan rather than a ream of numbers," Plutsky says.
