How To Use Key Performance Indicators To Measure The Success of Your Content Marketing

google analytics & kpi's
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Hello DCM Readers! Okay I haven’t used DCM before, it’s short for DeClustered Marketing. I was talking to one of my good friends and they told me that they aren’t sure if their marketing is working. I looked at him and said, “what the heck do you mean? Marketing is made to generate leads for your sales or some other goal that you have in mind. So, what’s not working? SEO? Online Ads? What?”. He looked at me like I was nuts and said, “how the hell do you know how to do that?”. So, I figured I would write and give my readers, that’s you, the information you need on setting up Google Analytics.

In this blog I’m doing to do a lot of things, so instead of splitting this up into a 100 different parts, I’m going to send you on a crazy roller coaster ride of:

Part 1. How to setup your Google Analytics for WordPress
Part 2. How to setup Goals
Part 3. How to setup Funnels
Part 4. How to find out if your content marketing is really working.

First off, I’m going to use a lot of YouTube videos from people who actually do a good job. I don’t need to produce extra content in the world that really just takes up more space and freaks more people out. Okay so let’s jump in:

Part 1: How to Setup Google Analytics for WordPress

This was literally the best video that I could find out in YouTube. The information is still very relevant and if you don’t like it, please comment in the comments below and I will do my best to answer your questions.

Part 2: How to Setup Goals in Google Analytics

If you did a good job in inserting the tracking code, which I’m sure you did since you actually read everything or watch all the parts I provide in here. Right? Okay, so onto actually setting up Goals! A few things I would like to state before you just jump in creating “thank you” pages. You have to have an idea of which page will lead where. So actually take a few moments to sit down and figure out which part of your website you really want to measure. What I mean here is that you want to think about if a person comes from the contact page do you want them to receive the same conversion value as someone that contacts you from the side of your website? If so, then you don’t have to create a second Goal. If you want to track that the person came from the blog vs the contact us page, then you best separate out the “thank you” pages. So, here’s a really good video on how to set up Goals for Google Analytics.

Part 3: How to setup tracking Funnels in Google Analytics

This video is from KissMetrics. Seriously, if you haven’t tried KissMetrics, it’s a great tool and no they don’t pay me to say that. So, thanks to the guys from KissMetrics for this video on Conversion Funnel Setup!

Part 4: How to Find out If Your Content Marketing is Really Working.

Okay there are no videos here, I’m short on time and budget. Since words are Free, they be for me. Now that you have all the Parts 1 to Part 3 setup. What are KPI’s? It stands for Key Performance Indicators, overall it’s a number that states if something is working or not. So, if you says that If I do X and Y changes that means “Y” is your KPI.

How do you know your content marketing is successful? The answer is split into two:

  • When it supports and promotes the goals of your marketing.
  • When it supports your business goals.

If you can measure the success of your marketing strategies, then you can definitely improve it. Measurement is highly essential to your success in search engine optimization.

In this article, I’ll walk you through how you can measure the success of your marketing efforts using some key performance indicators. Tracking these indicators will help in promoting your business and marketing goals.

What are Your Business and Marketing Goals?

This is a question you need to answer before you can determine whether your marketing effort is successful. Having several goals will help in your marketing strategy. Before start marketing, it is advisable to come up with a set of business and marketing goals you want to achieve with your management team.

Some of these goals may include:

  • Brand awareness
  • Engagement
  • Lead generation
  • Customer retention
  • Sales
  • Upsell/ cross-sell

Determine Your Key Performance Indicators (KPIs)

What are your KPIs? What are the information you need to take note of about your website and your marketing? These information are your KPIs.

Keeping track of these indicators will help in analyzing your SEO strategy and also create a formula for success. It will also help in the actualization of your business and marketing goals.

The basic KPIs you need to track include:

Search Engine Referrals

One of the KPIs you need to measure in order to determine the success of your marketing is the contribution of your search traffic from search engines (Google, Yahoo, Bing etc.).

This is useful for the following reasons:

  • It helps to compare the volume contribution of each of the search engines against their market share.
  • It helps you to diagnose what might be responsible for your search traffic drop (if there is any). For instance, if your search traffic from Google drops while the traffic from other search engines remain constant, it’s possible you’ve been penalized by Google. With this information, you will know the next line of action.
  • It will also enable you to know the strategies that are beneficial to each search engine. It should be noted that some tactics are in content marketing are more beneficial to some search engines than others. For instance, attracting specific anchor text links from reputable and large number of domains is more beneficial in Google than other search engines. Having this type of knowledge and information will help you in focusing your efforts.

Referring Visits Shared by Search Engines

You need to keep track of the various sources of traffic for your website. The nice thing is that Google analytics does have a tab for this on the left side. If you click on “Acquisitions” on the left and “Overview”, it should display all of the traffic and what is converting for you and what is not! Traffic coming to your website may be through direct navigation (bookmarks, email links without tracking codes, typed-in traffic), referral traffic (traffic generated from links across the web, promotions or links in branding campaigns) or search traffic (searches that send traffic from various search engines).

By knowing the sources of traffic for your website, you will be able to determine the weakness of each source and target your effort towards the best traffic source.

For instance, traffic emanating from referral links with low relevance is not as desirable as traffic from the search engines. With this, you should be able to track your marketing efforts and also plan how to acquire your traffic.

This KPI needs to be measured monthly.

Traffic Generated by Certain Keywords

The keywords that generate traffic to your website are important components of the KPIs you need to track. You need to track these keywords regularly. Doing so will:

  • help you identify the changes in demand for those keywords.
  • measure your performance on key terms.
  • find words or terms that are bringing specific and massive traffic that need to be optimized.

Also, track keywords that are in demand in certain times (i.e. seasonal keywords).

Conversion Rate of The search Term

Okay so Google doesn’t really give this information out anymore. Why? Because long ago in the days of the wild-wild internet, we SEOs abused the power of knowing the terminologies that worked for us. Here is how I really go about doing this.

I like to first find the best converting page. I know what you’re thinking, “Alex, what the heck? How do I find that information out?” In Google analytics there is a tab on the left side called “Behavior”. Click on “Behavior” and then scroll down and you will see a sub-tab called “Site Content” click on that, then click on “Landing Pages”. If you were really good at setting up the goals, you should be able to see which pages generated you leads! Ah ha! That’s right, that’s the one loophole I used to figure out if my optimization is working. I usually have a pretty good idea of the keywords associated with the page.

Knowing which term converts very well in your content marketing will help you focus your effort on such term and help in boosting your SEO strategies.

Once you’re able to identify the search term that gives the highest conversion rate (the term that leads to the highest number of lead generation), then you can do the following:

  • Check your rankings for that search term, then work on improving your rank. This will skyrocket your conversion rate.
  • Improve the visitor experience on the page the visitors land on.

Source of Leads

After tracking your conversion rate, you also need to know where majority of your leads are coming from (for instance slideshare, your blog, webinars etc). Knowing this will help you put in more effort in what’s working, thereby getting more leads (one of the key marketing goals).

It is also important to know the topic that attracted the leads to your website (whether visual content, content curation or workflow).

Number of Pages Receiving Search Engine Traffic

You need to keep track of the number of pages that receive traffic from search engines in order to monitor the overall performance of your marketing efforts. These data will enable you to determine the number of pages that are being indexed from your website by the search engines.

By the time you start working on your site architecture, link acquisition, sitemaps and quality of your content, more pages on your website will gain their way into the search engines’ pages. Pages that receive search traffic will go a long way in helping you actualize your marketing goals.

Conclusion

Measuring your content marketing efforts and strategies is a task that is very crucial in order to achieve the goals of your business and marketing. You need to keep learning about what your audience like and use that to improve their experience. This will lead to happier and more engaged prospects, customers and better management.

What tactics are you using in measuring your marketing activities? Do you have any tool you are using in getting these done? We’ll love to hear from you by using the comment box below. Also, don’t be greedy and share this with your friends, family and social media networks!

Sincerely,
alexmangrolia_w

Alex Mangrolia
Founder
DeClustered Marketing

About Alex Mangrolia
My passion is Internet marketing in the SEO, SEM & Social Media marketing space. I love creating cutting edge strategies, generate traffic and leads. My unending thirsts for knowledge and personal growth give me the drive to continual improve & perform.

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