When it comes to running your own digital B2B marketing campaign, there are a few KPIs you should really dig deep into to ensure your campaign is running at the optimal level. In the end, we all have one goal - get conversions and gain new clients! You’re spending money to get the placement, therefore you want to make sure it’s working, right?
Below we’re going to run through a few of the data points your company should focus on to ensure your campaign has a chance at success!
Impressions + Reach
The first metrics to analyze when running your own digital B2B marketing campaign are impressions and reach. How many people are actually seeing your advertisements? Your reach is exactly that - the number of different people that have seen your post.
Impressions, on the other hand, are telling you how many views the post has had. If the same person sees your post three times, it will have a reach of 1 and impressions of 3, for example. These metrics can be impacted by how narrowly you layer your audiences. While narrowing your audience is key for reaching the most relevant targets, spending too high of a budget can lead to higher impressions on a low reach, potentially burning out your audience.
Burnout brings us to the next metric you’ll want to take a look at to ensure your campaign is running at its full potential.
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Frequency
Frequency is the metric that tells you relatively how many times each person sees your post. Frequency can be found by dividing impressions by reach. Best practices indicate that you should strive for a frequency no higher than 2 per day. Once per day is okay, but you don’t want your audience to be served the same ad repeatedly over the week. Think about your own experience on Facebook, for example, if you see the same ad multiple times in one day, you get a negative association with it and the brand, and may even hide the ad so it stops appearing.
The good news is if your frequency number is higher than you’d like - there are ways to fix it! There are a few different strategies to help optimize your frequency. One strategy is to refresh your campaign, you’ll want to create some new ads and get them launched! You can also try to switch up your targeting- is there any way you can expand your audience? If you leave your frequency high for too long, you may cause an audience burnout and your campaign will be less effective.
Clicks + CTR
When analyzing clicks, there are a couple of different types of clicks you may be looking at. Clicks All and Link Clicks are two separate, but important, data points! Clicks All shows you any type of click that happened on your ad. Link Clicks shows which clicks specifically went to your landing page! If driving users to your website is your main goal, you should focus more on the Link Clicks metric.
Tied in along with clicks is the Click-Through-Rate (CTR). CTR is your impressions divided by your clicks, in other words, it’s the rate at which the viewers are interacting with your post. A “good” CTR depends on the platform you’re advertising on, for example, Twitter should have a higher CTR than LinkedIn. If your CTR falls, try to think of ideas on how to make your post more engaging and stand out to the crowd! You don’t want something that users are going to aimlessly scroll right past!
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Engaged companies
A metric that some platforms, such as LinkedIn, let you see is the specific companies that are engaging with your campaign. This demographic is key to success within your campaign. Are you targeting the right audience? When looking at your engaged companies, it can help you figure out if you need to tweak your audience definitions or not. You can move even further and start to exclude certain industries or companies to ensure your campaign is delivering to exactly who you are intending it to.
Conversions
Not only do you want to keep track of the companies that are engaging with your advertisements, but you also want to keep track of how many of them are converting. Conversions not only bring in new clients but also show the effectiveness of the campaign. If you have a lot of clicks, but little to no conversions, this can indicate that you may need to update the landing page to better correspond with your advertisements.
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In Conclusion
There are many other different metrics and data points you can dive into, but these are the key points you should focus on to ensure a smooth-running, successful campaign. Need some assistance running your own digital B2B marketing campaign?
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