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Marketing Metrics Every Small Business Owner Needs to Know

As a business coach I know that your time and resources are VERY valuable. To be successful and have a work-life balance, you need to make the best use of both. The only way to do this is by implementing metrics that will help you measure your success.

Below is a list of the key metrics I suggest my clients track. This information can usually be pulled together easily and quickly and should be looked at weekly. This is a great task for your virtual assistant if you have one.

Metrics for Your Website:

* Keywords people are using to find your website. * Why you need this information – It lets you know if the articles/blog posts you are writing and the keywords you are targeting are on track, and it allows you to watch for hot trends.

* Your current website traffic and your current traffic in relation to last week and last month. * Why you need this information – Overall, are your marketing tactics driving more traffic? It shows how many unique visitors you have and how many new eyeballs (people) you’ve driven to your site.

* How many repeat visitors you have. * Why you need this information – If you have a lot of repeat visitors, this means you have sticky and relevant content. * Metric – The percentage of visitors who sign up for your newsletter or ezine. * Why you need this information – This lets you know if your offer is compelling or needs some tweaking. It also lets you play with your web site’s layout.

* The number of people who bought something or became clients. * Why you need this information – It gives you your conversion rate (the percentage of visitors that purchased), it gives you an idea of how well your website is converting, and it allows you to play with your marketing tactics to see what actions give you a bump in conversions.

* The dollar value of each visitor (the total value of all sales divided by the number of visitors). * Why you need this information – It keeps you from spending more per visitor than they are worth.

Metrics for Your Ezine or Newsletter:

* Percentage of people who opened your newsletter. * Why you need this information – It lets you know if your subject line was compelling, which subject lines hit the ball out of the park, and which subject lines bombed.

* Percentage of people who clicked on the call to action in your newsletter. * Why you need this information – It gives you guidance on your offering and call to action.

Metrics for Your Marketing Campaigns:

* Identify where your leads are coming from. What marketing activities PULLED them to you? * Why you need this information – It allows you to concentrate on the marketing efforts that work and to drop the ones that don’t.

* What did your leads do? Did they download a specific report? Purchase a product? Become a client? * Why you need this information – It clarifies what your target market is most interested in and where they feel the most pain.

* Which marketing activity pulled in the highest-converting leads and which brought in the most profitable leads? * Why you need this information – It allows you to concentrate on the marketing efforts that earn you the most and spend less time on the ones that don’t earn as much.

About the Author

Small Business Coach and Marketing Strategist, Jennifer Davey, is the author of the ”
Getting Clients Home Study Program
“, the step-by-step guide to getting clients, building your business and making more income. Grab a FREE copy of her 14-Step Formula for Getting Clients and Report “What you Need to Know to Be Successful at Getting Clients” visit:
http://jjscoaching.com/free-report/

Meaningful online marketing metrics with Richard Zwicky, Eightfold Logic at SES Toronto 2010

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Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know $27.53 Used

Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty $39.99 “This is a milestone book in marketing. Most companies claim they are focused on customers, but even those who are, probably do not take a scientific approach to customer management. Professor V. Kumar is the acknowledged expert on the science of customer management. This important book raises all the key questions in managing customers, provides the analytical tools for optimization, and illustrates these tools with a number of company examples.”—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University“Delivering lasting client value is at the heart of profitable businesses today. Managing Customers for Profit provides a compelling, empirically-tested approach to significantly enhance traditional customer relationship management initiatives. I highly recommend this book to all those interested in cultivating lasting profitable growth relationships with current and future clients.”—Tim Bohling, Vice President, Market Intelligence, IBM Americas“Executives are too often guided by backward-looking, short-term metrics. This book shows how a focus on Customer Lifetime Value (CLV) can change management toward long-term results by providing a fresh perspective on customer targeting, retention, and loyalty. Highly recommended—it shows you the way toward strategic customer thinking.”—Dave Aaker, Vice-Chairman, Prophet, Author of Brand Portfolio StrategyThis book shows you how. Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential…manage and reward existing customers based on their profitability…and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum

Managing Explosive Corporate Growth $63.5 Managing Explosive Corporate Growth As paradoxical as it sounds, one of the toughest problems facing many of today’s most successful companies is success itself. Like living organisms, companies are complex networks of interdependent systems-and unless managers recognize and swiftly implement the changes to those systems required by a sudden surge in demand, a booming business can easily go bust under the strain. Recent history abounds with examples of companies whose overnight success led to morning-after failure because their managers, like most managers, lacked the training or experience needed to manage explosive growth. Yet, surprisingly, until recently there have been few expert guides devoted exclusively to this crucial change management issue. Managing Explosive Corporate Growth is a practical guide to piloting your company through periods of explosive growth with minimum damage and maximum sustainable profits. Author Steven Bragg explores the reasons why companies succeed or fail to adapt to explosive growth. He identifies the warning signs of impending explosions or declines in sales volume and zeroes in on the key growth issues specific to each functional area of the company-including accounting, auditing, IT, customer service, distribution, engineering, finance, HR, manufacturing, and sales and marketing. He also presents clear-cut guidelines on how to balance the demands of all organizational areas while guaranteeing customer satisfaction. In addition to proven strategies for planning, financing, and managing explosive growth, he provides you with valuable explosive growth management tools, including checklists of key explosive growth indicators; metrics and reporting systems for controlling cash flow; multioption budgeting systems that address all growth levels; and reporting systems that help you monitor and control rapid expansion. Managing Explosive Corporate Growth is an indispensable working resource for corporate managers, internal auditors,

Marketing $270.95 Engaging and thorough, MARKETING, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

Marketing Accountability $66.26 One of the biggest issues facing marketers today is accountability for marketing expenditure. No CEO or CFO wants to hear that their marketing investment was a failed gamble. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a breakthrough for marketing and important reading for marketing professionals. Based on seven years of research into global best practice in marketing, it investigates every aspect of this key topic including strategic marketing planning and marketing due diligence, before introducing a marketing metrics model that will help marketing directors align marketing activities with corporate strategy. Dozens of charts and tables illustrate the concepts in two-color print. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.

Marketing Accountability: A New Metrics Model to Measure Marketing Effectiveness $18.83 Based on seven years of research into global best practice in marketing, Marketing Accountability investigates every aspect of this key topic including strategic marketing planning and marketing due diligence, before introducing a marketing metrics model that will help marketing directors align marketing activities with corporate strategy.

Marketing Accountability: How to Measure Marketing Effectiveness $29.95 Based on seven years of research into global best practice in marketing, Marketing Accountability investigates every aspect of this key topic including strategic marketing planning and marketing due diligence, before introducing a marketing metrics model that will help marketing directors align marketing activities with corporate strategy.

Marketing by the Numbers: How to Measure and Improve the ROI of Any Campaign $3.45 Using key analytics to measure the results of your marketing campaigns, predict future success, and justify your budgets has always been a tricky business. Enshrouded by a fog of equations, drowning in a sea of data, and lacking the systems to quickly and clearly communicate information with other departments, it may be tempting to throw your hands up and leave the outcomes of your company’s marketing investments up to fate. Worse yet, as marketing budgets get tighter and you’re increasingly called on to do more with less, you can’t afford to waste time with strategies or metrics that fail to accurately capture the reality of what works and what doesn’t. In today’s marketing environment—enriched and complicated by a slew of all new online efforts and technology-driven avenues of possibility—many of the older methods used to measure the value of marketing media yield fuzzy and inaccurate data. Yet advances in marketing analytics make obtaining accurate return on investment (ROI) data more achievable than ever before. The key lies in reassessing the metrics of traditional marketing vehicles, and integrating them with a Web 2.0–appropriate set of strategies for determining marketing ROI. Marketing by the Numbers gives you the tools and guidance you need to navigate your way through a new realm of web ads, online promotional efforts, downloadable coupons, the latest in social networking conversation and “impressions,” and GPS-enabled buying. Packed with practical techniques and examples, case studies from Nike, Ace Hardware, and others, and including checklists and the latest, most useful dashboards and tools, this book will make the best practices in today’s marketing ROI work for you. You’ll learn how to avoid measuring the wrong things, identify what’s important, coordinate marketing and business goals, and communicate ROI data to

Measure What Matters to Customers: Using Key Predictive Indicators (KPIs) $36.49 Learn why the most important activities that actually matter in your business are those that impact your customers.One hundred years ago, the traditional accounting measures of costs, activities, efforts, and inputs met the needs of that era’s businesses. But today, these internal metrics are narrow in their focus and have become less meaningful in the knowledge economy, with little effect, in the long run, on an organization’s bottom line. Compelling and bold, Measure What Matters to Customers lays out an exciting, new road map for measuring customer value and successfully raising profits.With proven methods, Ron Baker—renowned forward-thinker in the professional services firm field—shows you how to capitalize on Key Predictive Indicators (KPIs), innovative measures that define the success of your enterprise as your customers do. These are specific, identifiable details that customers value in the products and services they receive—details such as a preference to be contacted by phone instead of by e-mail, or a desire for rapid turnaround time on returned calls. Easy-to-read and relevant to your organization’s bottom line, this groundbreaking book shows you how to use KPIs to, for example, effectively track marketing data to determine which customers respond well to things such as cross-selling or to find out how receptive other customers are to entirely new offerings from the firm. It also shows you how to employ KPIs to enable your firm to react appropriately to your customer’s needs and increase the value they perceive, leading to higher profits. Topics covered include:Why the traditional metrics are no longer relevant to measuring the effectiveness of knowledge workersThe new tectonic shift taking place in the economy—the transition from manual and service workers to knowledge workers and why that difference is critical to the future of your businessHow what you measure affects the value you provide

Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships $15.59 praise for measure what matters”Katie Paine not only gets it and teaches it, she helps companies implement it and profit from it. This book is filled with impressively sound judgment, tremendously powerful guidance, and practical how-to advice.”—Jim SterneChairman, Web Analytics Association, and author of Social Media Metrics”Katie Paine understands social media and social PR in away that few others out there do. Over the years, she has consistently called for rational and reasonable metrics for success in public relations, and she continues that call in our new age of social communication. Measure What Matters will teach you just about everything you need to know about managing online relationships.”—Eric T. Peterson author of Web Analytics Demystified”Katie Paine has elevated measurement from merescience to high art and, in the process, given us a powerful newset of tools to refute the tired claim that customer relationships can’t be quantified. Marketers should devour this book. It will help them persuade skeptical executives of the need to adapt to the new world of empowered customers.”—Paul Gillinauthor of Social Marketing to the Business Customer

Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships $27.95 praise for measure what matters”Katie Paine not only gets it and teaches it, she helps companies implement it and profit from it. This book is filled with impressively sound judgment, tremendously powerful guidance, and practical how-to advice.”—Jim SterneChairman, Web Analytics Association, and author of Social Media Metrics”Katie Paine understands social media and social PR in away that few others out there do. Over the years, she has consistently called for rational and reasonable metrics for success in public relations, and she continues that call in our new age of social communication. Measure What Matters will teach you just about everything you need to know about managing online relationships.”—Eric T. Peterson author of Web Analytics Demystified”Katie Paine has elevated measurement from merescience to high art and, in the process, given us a powerful newset of tools to refute the tired claim that customer relationships can’t be quantified. Marketers should devour this book. It will help them persuade skeptical executives of the need to adapt to the new world of empowered customers.”—Paul Gillinauthor of Social Marketing to the Business Customer

Measuring Marketing: 103 Key Metrics Every Marketer Needs $29.93 New – Marketing has long been considered an art and not a science. However, that perception is beginning to change, as increasingly sophisticated methods of quantifying marketing success are developed. In this landmark book, two of the world’ s leading experts present the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and make them accountable for their decisions.

Measuring Marketing: 103 Key Metrics Every Marketer Needs $16.31 Used – Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They’re being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’ s many stakeholders to be accountable for its strategies and activities.

Measuring Marketing: 103 Key Metrics Every Marketer Needs $16.18 New – Marketing has long been considered an art and not a science. However, that perception is beginning to change, as increasingly sophisticated methods of quantifying marketing success are developed. In this landmark book, two of the world’ s leading experts present the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and make them accountable for their decisions.

Measuring Marketing: 103 Key Metrics Every Marketer Needs $24.25 Used – Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They’re being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’ s many stakeholders to be accountable for its strategies and activities.

Measuring Marketing: 110+ Key Metrics Every Marketer Needs $34.95 John A. Davis,Paperback, Edition: 2, English-language edition,Pub by Wiley, John & Sons, Incorporated

Profit Brand $39.5 Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with awareness, visibility, impact, and image, author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. Citing examples from global brands such as IBM, Disney, Amex, and KLM, he highlights marketing practices both good and bad.

Simple Excellence: Organizing and Aligning the Management Team in a Lean Transformation $41.95 Detailing the role of senior management in achieving a successful transformation to organizational excellence, Simple Excellence: Organizing and Aligning the Management Team in a Lean Transformation charts a course of simplification through the complexity often associated with managing performance improvement initiatives. It spells out the roles of key individuals on the management team—including those from sales and marketing, human resources, purchasing/supply chain, information technology, finance, and engineering.Maintaining a focus on the big picture, this book explains what value streams are and how to use them to structure your business so that all stakeholders are aligned with what matters most. It reduces constraint management to its most practical terms and lays out a sound approach to accounting that enables everyone to spend money where it adds value and stop spending where it doesn’t.Drive your management team with dedicated allegience to the concept of value enhancementPropel your organization to higher performance through the employment of Lean culture and decision-making principles Enact management structures needed to put new ways of thinking into playFocus on the bottom line with the right performance metrics Written by respected authorities with extensive experience helping leading organizations achieve Lean transformation, the text includes case studies from high-profile organizations recognized for operational excellence. Addressing human resources management practices, it explains how to manage the day-to-day operations and pricing factory capabilities for the greatest possible profits. It also discusses the ongoing process of strategic planning to help you move away from annual goal setting, toward a dynamic process of engaging the entire company in the effort to provide your customers with an improved sense of value.

Social Media Marketing: An Hour a Day $29.99 Develop an Integrated, Successful Social Media StrategyA Step-by-Step GuidePut the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.Develop and effectively pitch a successful social media campaign inside your companyLearn how to become a genuine Social Web participantBuild a map of your key conversation-generators as you evaluate every point of contact between you and your customersGet to the sweet spot of social media marketing—the consideration phase of the purchase funnelLeverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and moreUse social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and CymfonyLearn best practices for launching your social media program and measuring the resultsYou’ll also find:A comprehensive look from the savvy marketer’s perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeedStraightforward tools for building social media into your current marketing programReal-world case studies that illustrate successes to learn from and mistakes to avoid

Social Media Marketing: An Hour a Day $29.99 Develop an Integrated, Successful Social Media StrategyA Step-by-Step GuidePut the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.Develop and effectively pitch a successful social media campaign inside your companyLearn how to become a genuine Social Web participantBuild a map of your key conversation-generators as you evaluate every point of contact between you and your customersGet to the sweet spot of social media marketing—the consideration phase of the purchase funnelLeverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and moreUse social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and CymfonyLearn best practices for launching your social media program and measuring the resultsYou’ll also find:A comprehensive look from the savvy marketer’s perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeedStraightforward tools for building social media into your current marketing programReal-world case studies that illustrate successes to learn from and mistakes to avoid

Social Media Marketing: An Hour a Day $2.61 Develop an Integrated, Successful Social Media StrategyA Step-by-Step GuidePut the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.Develop and effectively pitch a successful social media campaign inside your companyLearn how to become a genuine Social Web participantBuild a map of your key conversation-generators as you evaluate every point of contact between you and your customersGet to the sweet spot of social media marketing—the consideration phase of the purchase funnelLeverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and moreUse social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and CymfonyLearn best practices for launching your social media program and measuring the resultsYou’ll also find:A comprehensive look from the savvy marketer’s perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeedStraightforward tools for building social media into your current marketing programReal-world case studies that illustrate successes to learn from and mistakes to avoid

Social Media Marketing: An Hour a Day $16.46 Develop an Integrated, Successful Social Media StrategyA Step-by-Step GuidePut the buzz about your business to work for you. This comprehensive, perfectly paced guide will teach you how to make social media an active part of your marketing plan so that you can turn customer conversations about your brand, product, service, and company into a sustainable competitive advantage. Learn how you can tap the Social Web and amplify your current marketing efforts by listening and participating in conversations that drive measurable results.Develop and effectively pitch a successful social media campaign inside your companyLearn how to become a genuine Social Web participantBuild a map of your key conversation-generators as you evaluate every point of contact between you and your customersGet to the sweet spot of social media marketing—the consideration phase of the purchase funnelLeverage all the tools available—blogs, RSS feeds, podcasts, video and photo sharing, and moreUse social media measurement tools, including the Net Promoter score, and apply metrics from platforms such as Bazaarvoice, BlogPulse, and CymfonyLearn best practices for launching your social media program and measuring the resultsYou’ll also find:A comprehensive look from the savvy marketer’s perspective at social sites and services—MySpace, Facebook®, LinkedIn®, and Twitter, along with YouTube, Seesmic, Eventful, and FriendFeedStraightforward tools for building social media into your current marketing programReal-world case studies that illustrate successes to learn from and mistakes to avoid

Social Media Metrics: How to Measure and Optimize Your Marketing Investment $24.95 Measure the success of your social media business strategyFilling a key need for serious online marketers, Social Media Metrics gives you an A–Z guide to using data to drive your social media marketing efforts. Inside you’ll find how best to assess your Twitter and Facebook followings (hint: more is not always better), how to maximize your social media ROI, how to use social media metrics to effectively make your case to skeptics, and much more. Filled with the numbers that matter and specific examples of how to use them, Social Media Metrics equips you to successfully market on the social Web.”Jim Sterne has been at the cutting edge of this industry since before there even was an industry. If you’re focused on measurement, you need his take on it.”—Seth Godin, author, Linchpin”Companies know they must have a social strategy, yet when approaching emerging technologies, measuring ROI is a challenge. Thankfully, we’ve got Social Media Metrics, in which Jim provides actionable frameworks and how-tos. This is a desktop reference that professionals should keep in close reach.”—Jeremiah Owyang, Web strategist”Jim Sterne has been in the business of teaching us how to measure the immeasurable for fifteen years. With this wonderful book, he brings his wisdom to the problem du jour: social media. In a faith-based medium, you’ll learn how to be data driven!”—Avinash Kaushik, author, Web Analytics 2.0