Marketers today rely on a plethora of tools, programs, and software systems that offer a wide variety of metrics. After all, a large part of marketing is being able to measure and report on the ROI (Return on Investment) of an initiative to the bottom line. The Internet has numerous ways to capture and analyze traffic, and for marketers, wading through these metrics to determine which ones are most relevant to them can be overwhelming. Some metrics that seemed important in the past have outlived their usefulness and should not be used as core KPIs (Key Performance Indicators) for your objectives. Here are 4 marketing metrics it’s time to stop obsessing over.
Keywords are often the first thing people think of when it comes to SEO. In the early days of Internet marketing, clients would give an SEO company a list of keywords, and it was the company’s job to make sure the client showed up for those terms. This led to some unscrupulous tactics and gave SEOs a less than stellar reputation for gaming the system. But even today, many marketers and business owners are focusing too much on keywords and trying to “fit” as many as possible into the content of their posts, websites, and other pieces. The obsession with keywords has caused spammy, keyword-stuffed content, and keyword rankings have decreased in value as the search engines (like Google) have caught up. Location, personalization, search history, and other factors all influence search results now. Rankings fluctuate all the time and are in a near constant state of change, which is why the outdated practice of focusing on where a keyword or keyword phrase ranks as a KPI (Key Performance Indicator) should not be the main focus of your marketing strategy.
2. Facebook Likes & Follower Count
Just like the search engines adapted and changed based on what was happening with keywords, Facebook also changed the way content was delivered to its organic users. Last year, Facebook’s organic reach for brands began a trend toward zero. Marketers who report on fan count as a means of showing their worth to their clients are not focusing on the right metrics. Engagement metrics with a brand is a better strategy and a better indicator of value.
3. Ad Impressions
One major advantage that online advertising has over other forms of advertising – like billboards and flyers – is that it allows us to see how many times our ads are viewed. But while it sounds helpful to know how many people are seeing your ads, this metric doesn’t say much about behavior beyond the ad. Digital marketers who sell their services on putting an ad in front of as many people as possible are at best, behind the times, and at worst, deceiving uninformed clients. Ad impressions are best used in conjunction with other metrics – such as clicks, calls, and conversions – to gain deeper insight into the customer’s decision behavior.
4. Reputation Scores
As the Internet landscape has evolved for businesses, so too has the digital marketing space. Many such companies use a “free scan” to pare down a company’s online reputation to a single number, which they can then “fix” with their services. These scores often do not take into account search engine best practices, and many of these services are geared more towards brick and mortar businesses, not service area businesses. Taking something as complex as a company’s online reputation and whittling it down to a single number or grade should not be the cornerstone of your marketing strategy. It’s more important to know the different facets that factor into the score, rather than aiming to get the number above an arbitrary threshold.
The Big Picture
Any metric used in isolation without any additional context will not provide much insight into how, and if, you are reaching your business objectives. The above metrics are just pieces in what comprises an online strategy. To truly know how well an online strategy is performing and get an accurate measure of KPIs, marketers need to take a look at several metrics in combination. Learning which metrics are relevant to your business or your client’s business and focusing on improving them will help you see the big picture and separate you from the competition.