Internet marketing can’t be ignored anymore; the holdouts who thought it would somehow go away are paying a steep price for failing to embrace it and attract a new generation of customers. But the goalposts are constantly moving in this area; everything you thought you knew about Internet marketing five years ago has been reshaped or is obsolete. So, what key metrics should B2B marketers watch for now and in the future?
Plan Your Work and Work Your Plan
When forming your marketing strategy, stick with it until it no longer makes sense, then reform the strategy. Your online strategy should be in a constant state of renewal and refreshment, as per your data; track total website visits, broken down by visits per page, including provenance. Pay-per-click is especially getting costly, so conversions must be worth the money. Get customer feedback both vocally and electronically to find out how they found you and why they gave you their business. If any areas aren’t trending toward initial forecasts, it’s time to revise the original plan.
Customer Retention
The lifeblood of any business is gaining customers, but don’t ignore the current ones! If you’re gaining and losing customers at the same rate, you’re essentially standing still. Form strategies to keep them engaged and happy and make sure those numbers don’t slip. If current customers feel like their needs are being sacrificed in favor of the acquisition, they’ll slip away.
Cost per Lead & Acquisition
So many businesses take a simple black-and-red view of annual, quarterly, and monthly revenues; they’re fine if they finish “up money.” Don’t be one of them; know your ratio of marketing costs per new lead/acquisition, break them down by category, and work to shrink that ratio as much as possible. Clients are busy and being pulled in many different directions, but a blank stare when you ask them for cost-per-lead is unacceptable. It’s up to you as their marketing agency to make them pay attention and show them it’s worthwhile to know how every dollar is being spent and if it’s worth it.
Social and Email Interactions
Phone calls are important, but more and more customers and prospects are requesting and asking about your services via contact pages and social media platforms. While you don’t want to be too obsessive about checking email and social sites, there are leads to be had there, so check them at least twice daily as time permits. Remember, if you don’t respond quickly, customers will find someone who does.
