How to Know That Your Marketing Strategy Works (or Doesn’t)?


Everyone knows that a digital marketing campaign can make or break your business. But how do you create a strategy that will truly work for your company? Most importantly, how do you understand that it’s working?

This is where Key Performance Indicators (KPIs) come into play.

KPIs are metrics that allow you to assess the efficiency of your digital marketing efforts so that you can see what works and what doesn’t. The trick of dealing with this data is that there are dozens of marketing KPIs, and not all of them are equally important. Therefore, trying to keep track of all of them is a waste of time and effort.

Here is a list of KPIs that truly matter for any modern business:

Most Relevant PR KPIs

Measuring your business’s performance in PR is essential for understanding how you attract new clients. Analyzing these metrics will enable you to do this more efficiently in the future.

Top PR KPIs include:
  • Number of subscribers.
    This is a clear indicator of your campaign’s overall success. If the number of subscribers isn’t growing, focusing on other KPIs will help you determine which areas need more work.
  • Lead origination.
    This KPI tells you where the majority of your customers come from. Analyze this data to see which of your marketing routes appeal to your audience most and focus your efforts on improving the others.
  • Media coverage.
    Digital ‘media coverage’ allows you to see how often your business is mentioned online and where exactly. Use this data to assess the popularity of your content and business as a whole.
  • Marketing Qualified Lead.
    An MQL is a lead that is most likely to convert into a customer. This particular KPI is vitally important as it shows you the people you should focus your marketing efforts on.

Most Relevant Social Media KPIs

Billions of people assess their social media accounts every day, and quite a few of them spend over an hour perusing their feeds. Having accounts on social networks is a must, and this is how you can measure the efficiency of your marketing through them:

  • Shares and Likes.
    You should always aim for more shares, as each of them increases your marketing reach. See which posts work best and use this knowledge as a basis when creating new content.
  • Social interactions and comments.
    Having a lot of followers isn’t enough for a marketing success. You need to engage them in conversations so that they feel compelled to return to your brand and share some of your content.
  • Social page views.
    This indicator allows you to assess the efficiency of your social media campaign as a whole.
  • Followers number increase/decrease.
    This KPI is important for a singular campaign. Use it to see how well it is progressing.
  • Average interaction per post.
    The more interactions (shares, comments, etc.), the further your reach is and the better your customer engagement is.


Most Relevant SEO KPIs

SEO is the core of online marketing. Therefore, it’s not surprising that there are more SEO KPIs that you should keep an eye on to see how well your digital marketing strategy works.

  • Unique website visits.
    Be sure to note the day when any marketing changes were implemented so that you can evaluate your progress by monitoring the traffic growth.
  • Sign-ups.
    Sign-ups are a step above visits, because they signify more solid leads with a higher conversion chance.
  • Time spent on the website.
    The longer people spend on your website, the higher the chance of making a sale. Make your content more interesting to keep your visitors entertained, and ensure the pages load fast.
  • Average keyword ranking.
    Keywords are vital for SEO and affect your ranking greatly. Develop top-quality content that targets a wide range of industry-specific keywords to improve your standing with search engines and attract more customers at the same time.
  • Organic channeling growth.
    There are KPI analytics tools that allow you to see traffic that originates from organic sources. Keep track of this metric to understand when you can reduce your use of paid traffic generators.
  • Page views.
    This metric helps understand what engages your audience and will help you optimize website navigation.
  • Bounce rate.
    This rate measures the number of visitors who leave after seeing a single page. It’s a clear indicator of the ineffectiveness of both individual pages and the website as a whole.
  • Inbound links.
    This metric will help evaluate the quality of your website by seeing how many Internet users think the content is worth linking to.
  • Total website conversions.
    The #1 KPI for understanding the effectiveness of your website.
  • Indexed pages.
    Aim to increase the number of indexed pages as this gives you a boost in visibility. This KPI will show you which of the landing pages are the most successful.
  • Drop off rate.
    This data will help you find the weaknesses in your strategy.
  • Search visibility.
    Measuring your search visibility shows how well your general SEO strategy is working.

KPI Tracking Tools for a Successful Business

You should never forget that a business, like a person, is unique. Therefore, in order to assess the efficiency of your marketing campaign, you need to understand which KPIs matter most for your particular company.

The metrics mentioned above are important for any online business, but you might need to look into more detailed measurements in some areas. This mostly depends on your audience and main marketing channels.

Luckily, you can use a wide range of tools to measure any KPIs you might need. Check these out and pick the ones that will work best in your situation:




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