The only KPI that matters?

Unless you work for a charity, there is only really one Key Performance Indicator that matters in your marketing.

Sure if you want to review your advertising your might measure reader enquiries or track responses to a campaign landing page. For your PR you might compare column inches as advertising equivalent value and opportunties to see.

For emarketing and online advertising you have open and clickthrough rates. For exhibitions you have booth visitors. You can monitor ‘social’ media by keeping an eye on fans, follows, friends, connections and links.

And can monitor traffic flow on your website by considering entry and exit data, hot and cold spots, time spent, pages viewed, number of return visits, sign ups and registrations, downloads, comments and forum postings.

All these will help refine your marketing but at the end of the day, you are a commercial business.

If you don’t convert them, you won’t be in business for very long. All your efforts should be focused to that single KPI of selling, selling more, selling frequently and repeat selling. Whether you do it hard, soft or both is another discussion.

All other KPIs are nice to have’s for large enterprises with big teams to keep busy and agencies to keep in check. Most of the readers of the this blog should however avoid the nice to have, time saping fluff.


2 responses to “The only KPI that matters?

  1. Create 6 press releases targeting your 3 keyword phrases, these can be distributed to over 30 sites, one or two charge an extra few bucks, around $20 but rank very highly, the press releases can be done and optimized for around $50 each.For under $1000 you have created some very powerful backlinks to your site, exposure on some very high page rank sites with your content. you would have a professional video done. Proper keyword research done and hundreds orf articles, press relases, videos etc all over the internet waiting for people to search those keyword phrases. Thank you for this article! I’ve just found a certainly good archive about seo advertising Try it!

  2. Pingback: Marketing metrics 3: Five steps to great online advertising « The Marketing Assassin

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