Klipfolio The 8 must have metrics for your marketing dashboard
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www.klipfolio.com This webinar covers the 8 marketing metrics every marketer needs to start tracking today. There is no shortage of data and technology available to marketers, but reporting has lagged behind. Fortunately, marketers have the ability to track metrics in a way that is automated, real-time, and that covers all the services they need. Check out this slide deck, as well as the video recording: https://youtu.be/NJWXT2u5jxM
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Klipfolio The 8 must have metrics for your marketing dashboard
- 1. WEBINAR The 8 must-have metrics for your marketing dashboard
- 2. Jonathan Taylor Digital Marketing Manager Val Hamilton Digital Marketing Specialist
- 3. CHALLENGES Covered in this slide deck TOP METRICS HOW TO TRACK THE RESULTS LIVE DEMO
- 4. What are the common challenges marketers face? CHALLENGES
- 5. To get a complete picture on how you’re performing, you need to report on multiple services.
- 7. Monitoring your performance often requires manual reporting.
- 9. Understanding which metrics matter most can be difficult.
- 10. WEB PERFORMANCE Are you getting an accurate view of your marketing performance? Number of Leads Web Engagement ROI CPA Social Sentiment Conversions List Performance Open Rate DIGITAL ADVERTISING SOCIAL PERFORMANCE EMAIL PERFORMANCE
- 11. What are the 8 must-have metrics for your marketing dashboard? TOP METRICS
- 12. Metric 1: Conversion Funnel Why is the conversion funnel important?
- 13. Why is the revenue metric important? Metric 2: Revenue This Month
- 14. Why are traffic targets important? Metric 3: Web Traffic Targets
- 15. Why is website engagement important? Metric 4: Website Engagement
- 16. Why is advertising ROI important? Metric 5: Advertising ROI
- 17. Why is CPC important? Metric 6: Cost-Per-Conversion
- 18. Why is email list performance important? Metric 7: Email List Performance
- 19. Why is social sentiment important? Metric 8: Social Sentiment
- 20. How can a dashboard help you track your marketing performance? HOW TO TRACK
- 21. Use a real-time dashboard to get a complete view into your marketing performance.
- 23. Make manual reports a thing of the past.
- 24. WEB PERFORMANCE CAMPAIGN PERFORMANCE SOCIAL PERFORMANCE EMAIL PERFORMANCE Automated data retrieval gives you up-to-date numbers you can share with your team
- 25. See how easily you can track your marketing performance with Klipfolio. LIVE DEMO
- 26. SIGN UP AS A CUSTOMER TODAY FOR A FREE 30 MINUTE 1-ON-1 SPECIAL OFFER
- 27. QUESTIONS?
Editor's Notes
- Klipfolio Webinar - The 8 Must Have Metrics for Your Marketing Dashboard
- My name is Jonathan Taylor, I'm the digital marketing manager here at Klipfolio. I'm an incurable marketing geek, and, I've been building marketing dashboards for just about 5 years. I'd also like to introduce my colleague Valerie Hamilton. Hi everyone, I’m digital marketing specialist here at Klipfolio. I handle everything from social media to content creation and I am also the host of our Klipfolio 101 webinars. If you are interested in learning the basics of Klipfolio after this webinar, feel free to sign up on our website, I host these every Tuesday and Thursday.
- So here's what we're going to be covering today. We're going to start by talking about the unique challenges facing marketers today and why real-time monitoring of your key metrics is so vital to your marketing performance. Next, we're going to dive into what we consider that 8 must have metrics that every digital marketer should be measuring. From there, we're going to move from theory to practice, starting with how to track these metrics and how to use these metrics to use results. Then, we're going to show you how you can build and track these metrics in Klipfolio. At the end of the presentation, we'll let you know about a special offer just for webinar attendees, and answer any questions you have.
- Digital marketers today have more tools at their disposal than ever before. All this cool technology, however, as leap frogged our ability to effectively track our performance. Let's talk about why that is.
- This is the number 1 problem facing marketers today. To get a complete picture on how you’re performing, you need to report on multiple services. While you have more control over your digital campaigns than ever before, reporting on those campaigns and stitching together a complete view is difficult.
- The data landscape for marketers spans multiple services and campaigns; but none of these services exist in isolation. What you do on social media impacts your web performance; your content marketing moves the needle on your SEO. The single most pressing question for marketers today is that "How are we doing question?" Do answer that you need draw upon data and metrics from a whole host of services.
- As if this weren't already difficult enough, Monitoring your performance often requires manual reporting. The problem is that this type of reporting and monitoring is essential. You can't run a marketing department blind, so you're constantly updating the spreadsheet. Now, this eats a lot of your time, especially when you could be doing it in an automated way. More on that later.
- The monthly and quarterly reporting picture often looks like this. Grab data from all over your organization, through dropbox or google drive and email, stuff it into Excel, and present it to your team. There are two big problems with this way of reporting: first, you're doing a lot of manual effort. Second, you're only really looking at metrics on monthly or quarterly cadence, instead of having them in front of you all time.
- The other challenge facing marketers is understanding which metrics really matter.
- There are so many metrics available to marketers that it's easy to get data fatigue without really getting value out of the metrics you're monitoring. However, what we've found from helping 1000s of marketers set up marketing dashboards is that defining and tracking metrics for these 4 categories is a valuable starting place. So, looking at web performance stats like number of leads and website engagement metrics, digital advertising metrics like return on investment and cost per click, social media metrics like social sentiment and conversion rate, and, lastly, email marketing stats like list performance and email engagement rates.
- This leads us nicely into a conversation about the 8 metrics we think every marketer should track on their dashboard.
- The first metric is the conversion funnel. As a marketer, it's absolutely essential to track how leads move through your funnel -- from their first touch with you as a web visitor to the point the become a win. The funnel is also so important because it provides the basis of communicating with other departments in your organization, especially your sales teams.
- Next up is Revenue. Sometimes, I think us marketers focus a little too much on leads and web visitors and engagement; the truth is that we're in the business of generating revenue and helping the business grow.
- The web traffic targets metric is designed to help you set and achieve key objectives. For so many of us digital marketers, the website is essential for filling the top of the funnel; and, this metric breaks down traffic into particular channels so you can focus on tweaking the performance in a specific area, such as organic search or email marketing. This metric also includes a column for conversion rates, so you can understand the quality of traffic from each channel.
- The website engagement metric nicely compliments the web traffic targets metic and provide a good indication of how web visitors are engaging with your website. This is important if you're investing in content marketing initiatives.
- The next two metrics look at your digital advertising metrics. First up is return on investment -- you want to make sure that the money you invest in a program like AdWords is resulting in a positive ROI so that your money is well spent.
- The next metric provides a more granular view of your digital ad performance by looking at cost per conversion. This metric is essential because it allows you to hone in on expensive campaigns and ensure you're generating leads at cost that is acceptable to the business.
- The next metric switches gears a bit and looks at how effective you are at engaging with known leads through email marketing. This metric provides a high level overview of metrics like open and click rates, as well as unsubscribes.
- The last metric we'll talk about is the social sentiment metric. Social media is the ultimate public relations tool, so sentiment is really a front-line metric for understanding how your brand, company, and product are perceived. I'd also include social media conversions as a runner up to social sentiment, and we'll talk about that in a minute.
- Okay, now that you have your 8 marketing metrics, it's time to think about how to track them. Putting these metrics on a single dashboard is the best way to track your performance. Let me explain why.
- A real-time marketing dashboards gives you a complete view into your marketing performance by displaying all your metrics side by side. Instantly, you can see how you're performing across multiple channels; more importantly, you can share this information with everyone else on your team.
- As you can see, once you put these 8 metrics together on a single dashboard, you really get a complete, high-level view of your performance. Not only do you get to see all your metrics in a single dashboard, but you also get have another, very important benefit...
- Which is, you can make manual reports a thing of the past.
- Marketing dashboards provide automated data retrieval which allows you to set up reports once and have them continuously update, and to ensure your team is always look at the most current numbers. This is critical, because it allows you to move from month and quarterly management into a culture of continuous, incremental improvements.
- Now, we want to ensure the that after this webinar you can immediately get started on your own marketing dashboard. Believe it or not, you can build these 8 metrics in Klipfolio in just a few minutes. I'm going to pass it over to Val and she'll explain how. Val, over to you. Thanks Jon, now I will be taking through a live demo of Klipfolio to demonstrate how we can quickly build a marketing dashboard to track the 8 must-have metrics Jon was discussing.
- Now that I’ve gone through our demo, I want to talk about a special offer we have for everyone who attended today’s webinar. If you sign up as a customer today, we can get you set up with a 30 minute 1-on-1 with one of our gurus. This is a $110.00 value available for the price of one account, $24.
- 1 - What happens if I don’t use certain services you just mentioned (example - Marketo vs. HubSpot, Campaign Monitor vs. MailChimp) 2 - Can we get metrics for services that are not in the Klip Gallery? 3 - What if I want to make changes to the metrics you showed us?