After you establish your goals, you need to develop key performance indicators (KPIs).
KPIs are the measures you choose to help you determine whether you’re reaching your business goals.
You need them to keep your strategy on track.
If you don’t measure yourself against your business goals, you won’t know whether your content marketing strategy is working and supporting your larger business goals.
To help you think about how to craft your KPIs in relation to your marketing goals, check out ideas below. You can apply these to your marketing plan as well. List your goals and then choose some metrics. Then refer to this list when you check your progress.
Below you will find the CMI/Marketing Profs B2B Top Goals followed by the suggested metrics.
Increase brand awareness
Social media shares, social media likes, email forwards, referral links.
Lead generation Lead nurturing
Blog signups, blog comments, conversion rate, form completions.
Comments, page depth (how many pages consumed), downloads, page views, back links, time on site, click through rate.
Grow sales revenue by X percent
Revenue influenced by content (which content was consumed before sale), offline sales.
Improve customer retention/loyalty
Bounce rate, followers, retention rate.
Encourage customer evangelism
Social media shares, comments, follower count, word of mouth.
Measure conversions in shopping cart and on landing pages, number of conversions.