Internet marketing can’t be ignored anymore; 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 keep shifting; everything you thought you knew about Internet marketing has been reshaped or is now obsolete. So, what key metrics should B2B marketers watch for now and in the future?
Plan Your Work and Work Your Plan
When implementing your marketing strategy, stick with it until it no longer makes sense, then revise it. Constantly refresh your online strategy based on your data; track total website visits, broken down by page, including provenance. Pay-per-click is becoming especially costly, so conversions need to justify the money spent. Get customer feedback, both verbal and electronic, to learn how they found you and why they chose you. 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 attracting new customers, but don’t ignore the ones you already have. If you’re gaining and losing customers at the same rate, you’re essentially standing still. Develop strategies to keep them engaged and happy, and make sure those numbers don’t slip. If current customers feel you’re sacrificing their needs for an acquisition, they’ll slip away.
MORE: Losing Too Many B2B Clients? Here’s What You Can Do to Fix It
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 marketing cost-per-lead/acquisition ratio, break it down by category, and work to shrink it as much as possible. Clients are busy and pulled in many directions, but a blank stare when you ask for cost-per-lead is unacceptable. It’s up to you, as their marketing agency, to make them pay attention and show them that it’s worthwhile to know how every dollar is being spent and whether it’s worth it.
Social and Email Interactions
Phone calls are important, but more and more customers and prospects request information about your services through contact pages and social media platforms. While you don’t want to be too obsessive about checking email and social platforms, you can find leads there, so check them at least twice daily as time permits. Remember, if you don’t respond quickly, customers will find someone who does.
