The term “vanity metrics” has made its way into the marketing vocabulary recently, and for good reason. What many use to determine “results” can quite often be misleading and due to this, it’s worth taking a look at some of the marketing metrics you could (and probably should!) disregard.
- Likes, Followers and Connections - The one with the most followers wins, right? If only it were that simple. The truth is, more followers translate to a better bottom line only if you are actively engaging them, and building a relationship which leads to conversions. Merely developing a massive number of likes or followers who don’t make the transition to customers is fairly pointless.
- Comments - Since we are seeking to increase conversion, our goal with content must be more than creating posts (video, tweet, share) that generate a great number of comments, but no leads. Give them a reason to comment that leads them down the path to conversion, such as a leading question on the topic.
- Impressions - Mainly used in your advertising, the sheer number of ad impressions is relatively useless, as it does not indicate any measurable action. Simply having your ad display in front of a couple of million computer screens is no real measure of how it performs. Rather, take a look at click-thru rates and conversion rates.
More on this can be found at HubSpot.
Metrics you’ll need to keep an eye on:
- Shares of your content - While this is not a concrete statistic, having your content shared in whatever form is a step in the right direction. This means that that your content making an impression (the right kind!) and is being passed around.
- Social mentions and citations - Given that Google is now including social signals and citations into the search algorithm, this is an element that is very helpful. This aids your site in search, as well as authority.
- Conversions - The holy grail, so to speak. If all your social media and content isn’t ultimately resulting in conversions, you need to take a good look at it.
Read more about this at Mashable.
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