- 1. Website traffic
- For us, it's mostly checking for red flags.
- Basically, that’s any spikes in traffic, either good or bad.
- 2. Engagement rates
- This specifically refers to social media.
- Engagement is when someone actually interacts with your posts.
- Actions like sharing or commenting are always more valuable.
- 3. Sales Pipeline
- We'll talk more about this in our next episode.
- This is a leading indicator for GreenMellen.
- This is similar to a marketing funnel to track a customer's progress.
- 4. Click-through rates
- This specifically applies to email marketing.
- Clicks are more valuable than opens, which aren’t as reliable.
- Follow the users back to your website to watch what they do.
- 5. Cash balance
- This is a trailing indicator, but obviously quite important.
- Try to keep at least a quarter’s worth of expenses on hand.
- 6. Conversions
- What are you trying to get your audience to do?
- Eg. fill out a form, download a file, buy a product, call you
- Find ways to measure these things—eg. Google Analytics events
- Once you can measure, you can optimize by testing to see what increases conversions
- 7. Support tickets
- This might not apply to your company, but we do a lot of support and maintenance for our clients.
- We track both the number of tickets and our average response time.
- GreenMellen uses Help Scout for that.
- 8. Return on investment
- It’s difficult to measure but very valuable
- This is a bit like the marketer's holy grail—elusive and we're not sure if it really exists
- This is why marketing is often the first thing to get cut—it's hard to accurately measure
- This becomes easier if you can measure conversions and the customer lifetime value
