How to Set Goals in Growth-Driven Marketing
May 16, 2020

Digital Marketing Metrics and Goals

Digital marketing metrics are the key performance indicators that demonstrate the efficiency and effectiveness of your digital marketing activities. Your main objectives/goals, and therefore your key metrics, depend on many parameters such as your business, your industry, your main growth marketing goals, and KPIs.

Designating key marketing metrics should be according to your main objectives or goals, which can be:

  1. Brand awareness and traffic generation– where your goal is to build a brand reputation, build an audience and generate traffic.
  2. Conversion– where your goal is to increase engagement with lead and customer generation activities.
  3. Retention- where you aim to keep and expand revenue through existing customers.

There is a wide range of combinations of metrics you could track that will give you insight into your marketing efforts. However, the important point is that not every metric is relevant to your marketing plan and you should narrow down the key metrics you monitor.

In this article, we will go through how you can set marketing metrics through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.

Goal Setting with the Growth Marketing Hub

You might need the data from your full brand check-up, personas, and positioning, etc. in order to set your key metrics. Before you start, please make sure you have completed the previous stages on the Growth Marketing Hub.

For those who don’t have an established brand, or if you haven’t completed the previous steps, you can use the Growth Marketing Hub to simply exercise each module and process.

We start with the Goal Setting” menu at the Growth Marketing Hub panel. You can select the “Set New Goals” box from the menu to set a goal.

Set New Goals

1- Set a Time Frame

Setting a time frame determines in which time period you will check your goal and KPIs.

2- Choose or Create a Brand/Product

At this step, you can either choose one of the brands/products you have created at the “Internal Analysis” phase- from the dropdown menu, or you can easily create a new brand.

Select an existing brand:

Or create a new brand:

3- Choose or Create Your Persona

Again, you can choose one of the personas you have created at the “Persona Creation” phase- from the dropdown menu, or create a new persona, or you can choose all personas.

Choose an existing (specific) persona:

Create a new persona:

Choose all personas:

4- Choose your Main Objective

As mentioned earlier, determining key marketing metrics will be according to your main objectives or goals, which can be: brand awareness and traffic generation, conversion, and retention. Therefore, the targeted key metrics in the next step will be automatically assigned by the Growth Marketing Hub according to your selection of main objectives.

5- Choose your Targeted Key Metrics

You can select one or more targeted key metrics from the dropdown menu. Again, try to monitor only the very important metrics that are relevant to your digital marketing strategy.

Here you are the targeted key metrics you can select for each objective:

Metrics for Brand Awareness and Traffic Generation: Converting strangers into visitors

Impression

  • Impressions from social media channels (from posts at Facebook, Instagram, Linkedin, Twitter, Pinterest, YouTube, Medium, etc.)
  • Impressions from Ads (Adwords, Social Media Ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • Impressions from 3rd party websites
  • Total Impression

Visitors

  • Direct Visitors
  • Organic Visitors
  • Visitors from posts on social media channels
  • Visitors from ads
  • Visitors from Affiliates
  • Visitors from Referral websites
  • Total Visitors

Followers

  • Followers on social media channels
  • Total Followers

Engagement

  • Engagement from social media channels
  • Brand mentions on 3rd party Websites
  • Backlinks
  • Reviews – Comments on 3rd party Websites
  • Total Engagement

CTR (Click-Through-Rate)

  • CTR from posts on social media channels
  • CTR from Ads (Adwords, social media ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • CTR from Affiliate
  • CTR from Referral websites
  • Total CTR

Metrics for Conversion (Lead & Customer Generation) – Converting visitors into leads (B2B) or into customers and increasing revenue per re-visited customer (B2C)

Conversion

  • Conversion from Direct Visitors
  • Conversion from Organic Visitors
  • Conversion from Social Media Posts
  • Conversion from Ads (Adwords, social media ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • Conversion from Affiliate
  • Conversion from Referral websites
  • Total Conversion

Conversion Rate

  • Conversion Rate from Direct Visitors
  • Conversion Rate from Organic Visitors
  • Conversion Rate from Social Media Posts
  • Conversion Rate from Ads
  • Conversion Rate from Affiliate
  • Conversion Rate from Referral websites
  • Total Conversion Rate

Conversion Quality (Lead Quality)

  • Conversion Quality from Direct Visitors
  • Conversion Quality from Organic Visitors
  • Conversion Quality from Social Media Posts
  • Conversion Quality from Ads
  • Conversion Quality from Affiliate
  • Conversion Quality from Referral websites
  • Total Conversion Quality

Conversion Value (Sales & Revenue)

  • Conversion Value from Direct Visitors
  • Conversion Value from Organic Visitors
  • Conversion Value from Social Media Posts
  • Conversion Value from Ads
  • Conversion Value from Affiliate
  • Conversion Value from Referral websites
  • Total Conversion Value

Customer Acquisition Cost

  • Customer Acquisition Cost from Ads
  • Total Customer Acquisition Cost

ROI – ROAS

  • ROAS from Ads
  • Total ROAS & ROI

Landing Page Performance

  • Conversion from Specific Landing Pages
  • Conversion Value from Specific Landing Pages
  • Conversion Rate from Specific Landing Pages

B2B Lead Nurturing

  • B2B – Sales Cycle
  • B2B – Lead to Qualified Lead Ratio
  • B2B – Qualified Lead to Closed Lead Ratio

Email Marketing Performance

  • Total Email Opt-in Database
  • Email Open Rate
  • Email Click Rate
  • Email Conversion Rate
  • Email Conversion Value

Metrics for Retention- Keeping existing customers, expanding revenue through existing customers, and converting customers into promoters

Email Marketing Performance

  • Total Email Opt-in Database
  • Open Rate
  • Click Rate
  • Conversion Rate
  • Conversion Value

Retention

  • Net Promoter Score
  • Customer Lifetime Value
  • Customer Retention rate

Ready? Click SUBMIT!

 

View Created Goals

You can see your created goals for each brand/product and persona on this screen.

When you click on a goal you will see that you can click on Brand/Product and Persona and reach the information there easily.

CONTACT US
Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

NBT olarak, bize sağladığınız bilgileri, ilgili içerik, ürünler ve hizmetlerimiz hakkında sizinle iletişim kurmak için kullanıyoruz. Bu iletişimlerden dilediğiniz zaman çıkabilirsiniz. Daha fazla bilgi için Gizlilik ve Çerez Politikamızı inceleyebilirsiniz.

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Related Insights
How to Set Goals in Growth-Driven Marketing
May 16, 2020

Digital Marketing Metrics and Goals

Digital marketing metrics are the key performance indicators that demonstrate the efficiency and effectiveness of your digital marketing activities. Your main objectives/goals, and therefore your key metrics, depend on many parameters such as your business, your industry, your main growth marketing goals, and KPIs.

Designating key marketing metrics should be according to your main objectives or goals, which can be:

  1. Brand awareness and traffic generation– where your goal is to build a brand reputation, build an audience and generate traffic.
  2. Conversion– where your goal is to increase engagement with lead and customer generation activities.
  3. Retention- where you aim to keep and expand revenue through existing customers.

There is a wide range of combinations of metrics you could track that will give you insight into your marketing efforts. However, the important point is that not every metric is relevant to your marketing plan and you should narrow down the key metrics you monitor.

In this article, we will go through how you can set marketing metrics through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.

Goal Setting with the Growth Marketing Hub

You might need the data from your full brand check-up, personas, and positioning, etc. in order to set your key metrics. Before you start, please make sure you have completed the previous stages on the Growth Marketing Hub.

For those who don’t have an established brand, or if you haven’t completed the previous steps, you can use the Growth Marketing Hub to simply exercise each module and process.

We start with the Goal Setting” menu at the Growth Marketing Hub panel. You can select the “Set New Goals” box from the menu to set a goal.

Set New Goals

1- Set a Time Frame

Setting a time frame determines in which time period you will check your goal and KPIs.

2- Choose or Create a Brand/Product

At this step, you can either choose one of the brands/products you have created at the “Internal Analysis” phase- from the dropdown menu, or you can easily create a new brand.

Select an existing brand:

Or create a new brand:

3- Choose or Create Your Persona

Again, you can choose one of the personas you have created at the “Persona Creation” phase- from the dropdown menu, or create a new persona, or you can choose all personas.

Choose an existing (specific) persona:

Create a new persona:

Choose all personas:

4- Choose your Main Objective

As mentioned earlier, determining key marketing metrics will be according to your main objectives or goals, which can be: brand awareness and traffic generation, conversion, and retention. Therefore, the targeted key metrics in the next step will be automatically assigned by the Growth Marketing Hub according to your selection of main objectives.

5- Choose your Targeted Key Metrics

You can select one or more targeted key metrics from the dropdown menu. Again, try to monitor only the very important metrics that are relevant to your digital marketing strategy.

Here you are the targeted key metrics you can select for each objective:

Metrics for Brand Awareness and Traffic Generation: Converting strangers into visitors

Impression

  • Impressions from social media channels (from posts at Facebook, Instagram, Linkedin, Twitter, Pinterest, YouTube, Medium, etc.)
  • Impressions from Ads (Adwords, Social Media Ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • Impressions from 3rd party websites
  • Total Impression

Visitors

  • Direct Visitors
  • Organic Visitors
  • Visitors from posts on social media channels
  • Visitors from ads
  • Visitors from Affiliates
  • Visitors from Referral websites
  • Total Visitors

Followers

  • Followers on social media channels
  • Total Followers

Engagement

  • Engagement from social media channels
  • Brand mentions on 3rd party Websites
  • Backlinks
  • Reviews – Comments on 3rd party Websites
  • Total Engagement

CTR (Click-Through-Rate)

  • CTR from posts on social media channels
  • CTR from Ads (Adwords, social media ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • CTR from Affiliate
  • CTR from Referral websites
  • Total CTR

Metrics for Conversion (Lead & Customer Generation) – Converting visitors into leads (B2B) or into customers and increasing revenue per re-visited customer (B2C)

Conversion

  • Conversion from Direct Visitors
  • Conversion from Organic Visitors
  • Conversion from Social Media Posts
  • Conversion from Ads (Adwords, social media ads, Google Display Network Ads, Quora Ads, Reddit Ads, etc.)
  • Conversion from Affiliate
  • Conversion from Referral websites
  • Total Conversion

Conversion Rate

  • Conversion Rate from Direct Visitors
  • Conversion Rate from Organic Visitors
  • Conversion Rate from Social Media Posts
  • Conversion Rate from Ads
  • Conversion Rate from Affiliate
  • Conversion Rate from Referral websites
  • Total Conversion Rate

Conversion Quality (Lead Quality)

  • Conversion Quality from Direct Visitors
  • Conversion Quality from Organic Visitors
  • Conversion Quality from Social Media Posts
  • Conversion Quality from Ads
  • Conversion Quality from Affiliate
  • Conversion Quality from Referral websites
  • Total Conversion Quality

Conversion Value (Sales & Revenue)

  • Conversion Value from Direct Visitors
  • Conversion Value from Organic Visitors
  • Conversion Value from Social Media Posts
  • Conversion Value from Ads
  • Conversion Value from Affiliate
  • Conversion Value from Referral websites
  • Total Conversion Value

Customer Acquisition Cost

  • Customer Acquisition Cost from Ads
  • Total Customer Acquisition Cost

ROI – ROAS

  • ROAS from Ads
  • Total ROAS & ROI

Landing Page Performance

  • Conversion from Specific Landing Pages
  • Conversion Value from Specific Landing Pages
  • Conversion Rate from Specific Landing Pages

B2B Lead Nurturing

  • B2B – Sales Cycle
  • B2B – Lead to Qualified Lead Ratio
  • B2B – Qualified Lead to Closed Lead Ratio

Email Marketing Performance

  • Total Email Opt-in Database
  • Email Open Rate
  • Email Click Rate
  • Email Conversion Rate
  • Email Conversion Value

Metrics for Retention- Keeping existing customers, expanding revenue through existing customers, and converting customers into promoters

Email Marketing Performance

  • Total Email Opt-in Database
  • Open Rate
  • Click Rate
  • Conversion Rate
  • Conversion Value

Retention

  • Net Promoter Score
  • Customer Lifetime Value
  • Customer Retention rate

Ready? Click SUBMIT!

 

View Created Goals

You can see your created goals for each brand/product and persona on this screen.

When you click on a goal you will see that you can click on Brand/Product and Persona and reach the information there easily.

Konu Etiketleri

Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

Subscribe to our blog​
Stay up to date with the latest growth marketing tips and news

NBT uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy.

Related Insights