Challenges of a Marketing Manager:
How do you properly analyze if your marketing is working or not? What metrics do you need to focus on? This is a major challenge facing modern Marketing Managers, and these days you should be measuring exactly what works and what doesn’t.
You’ll need to ask yourself the following questions:
Question 1 – What are the most important high-level inbound marketing metrics?
- Website Visitors
- Site Wide Conversion Rate
- Leads Generated
Question 2 – What are the most important second-tier inbound marketing metrics?
- Blog Views
- Blog Subscribers
- Blog Social Shares
- Website Visitors By Source
- Leads By Source
- Key Landing Page Conversion Rates
- CTA Button Clicks
- Gains in Social Reach
- Keyword Ranking Improvements
- Email open and click-through rates
Question 3 – How often should we review different metrics?
- Daily Metrics: Website Visitors, Site Wide Conversion Rates, Leads Generated, Blog Views, Blog Subscribers
- Weekly Metrics (Daily Tasks Plus): Campaign Performance, Keywords Performance, Sources for Website Visitors
- Monthly Metrics (Weekly Tasks Plus): Content Performance, Social Media Reach, Performance Versus Goals, Impact on Sales
Marketing Managers today face loftier expectations than ever before, and not only are they still responsible for traditional marketing, but they must also spearhead new initiatives and changes. They need to be a leader in the company, and be accountable for generating revenue through their marketing activities.
The metrics and analytics that are now available through inbound activities enable them to prove that their work is paying off – something that has been very difficult in the past. With technology, Internet or startup companies, the Marketing Manager now plays a pivotal role in the future success of the organization, and their value cannot be understated.