In a marketing strategy of any company that seeks to be successful, content marketing must have a relevant weight. And each time more. Because users no longer buy as before, but they are informed and consume a lot of content before making the purchase decision.
Positioning our contents in the network is an increasingly difficult challenge, since as your website, many other pages also try to position themselves with quality content that is interesting to the user. Many at the same time struggling for the same keywords and looking at the same consumer time, it is an easy task to find a niche in search engines.
That is why, it is very important that you know very well which are the most relevant metrics to measure the results of your content marketing strategy and know if you are reaching your goals. Let’s see below the most important metrics that you will have to take into account and with which you will be measuring your results since you have visits to the web until they become qualified leads or sales.
The most important metrics for your company
- Visits: the visits are the beginning of every online project. With this you will be able to measure the relevance of your website and will become the main indicative to know if you are doing well and your content attracts traffic. See if those visits are recurrent or new, because it will depend on it to ultimately get higher or lower conversion rates.
- Time on the web: this metric can also be found as the rate of permanence in the site. A collation of the above, a high time of permanence in our website, will mean that your content is relevant to the user and that your content marketing strategy is working. However, a high permanence rate does not mean you’re going to have a low rebound. Basically because your content may be extensive and the user has to spend enough time on your web to consume it, but then you could go from the web without seeing anything else.
- Rebound: The rebound rate is one of the main metrics to measure the engagemente of your web page. It measures visits that have entered your website and have left without seeing any more pages. If this rate is low you are sure to do it well because you are getting hooked on the visitor. But if it is high it may be due to the design of the web or to that the user has simply found what he was looking for and is leaving the web without doing anything else.
- Conversion of leads: the conversion rates of leads and sales will be essential in the development of your digital marketing strategy. An important weight of the strategy should be focused on improving these rates because this will depend the success of your website. Normally you will get a lead conversion between 1% and 3% of all traffic coming to your website. The leads will get you using Call to Actions or CTA’s that will lead to your landing pages and landing pages where users will fill out a form.
- Sales Conversion: These leads will have to take good care of them and nourish them with ever more valuable content, which will bring them closer to the sale of your product or service. This is when the sales conversion ratio comes in. You will normally get between 2% and 10% of total sales of your base of leads. Doing a good job with the leads obtained will determine the sales conversion rate.