Creating and promoting content is at the core of marketing, but what's equally important is monitoring performance results. A key element of modern day marketing is reporting, yet these metrics are useless to someone who doesn't know how to interpret them. Marketing metrics are much more than the numbers. It's great to receive a high volume of likes and shares, but there are other things to consider. Who's liking these posts, and if it's not your target audience, how can you adjust your strategy to reach them? These are the details that need to be included within the assessment of each metric. Otherwise, it's impossible to get the full picture from your reports. Here are 5 metrics people commonly misinterpret:
Your marketing efforts are essentially only as good as your ability to measure them. The last thing you want to do is spend a ton of resources developing a content strategy, creating content, and promoting it to your audience without knowing how it’s performing. And part of assessing that performance is making sure you’re looking at the right metrics.
Say you prepared a meal for your family. You wouldn’t determine whether it was a meal your family liked by the amount of time you spent making it, right? No. You’d probably judge it by how much everyone ate, the kind of feedback they gave, and whether they asked for it again in the future.
The bottom line is that if you want to take full advantage of marketing trends in 2018 and actually improve your efforts, you have to be able to monitor your progress and set the right goals. That requires metrics that are useful. Here are five common metrics that don’t necessarily mean what you think they do — and how to do better:
Read the rest here, at forbes.com
There's so much data out there, but it's only useful when interpreted correctly. Pulling reports will give a great overview of marketing performance, but there are details not told in the numbers. Investigating reports to discover what tactics worked, and which did not, will help refine and shape your overall marketing strategy. For those who aren't sure how to break down these metrics, marketing agencies are a great resource to help make sense of it all.