Measure... Measure again... Then connect the dots with V-Metrix

Every marketing programme must include a structured monitoring system… a way to gauge ROI, track effectiveness and offer intelligent insight to help fine tune or revamp any segment of a campaign.

At Vertical we've taken the time to develop a proprietary reporting system that we call V-METRIX… a tracking, measuring and analysing tool that enables Vertical to track report in unparalleled detail on PR coverage, both online and hard copy, in the UK and globally.

V-Metrix

B2B web analytics

Begin with Google Analytics… unique visitors, time on site, pageviews (but take these figures with a grain of salt). We can also monitor a few more esoteric numbers.

  • When blogging, how many posts get comments? No comments? No interest? You're off topic.
  • Search rankings - are your social media efforts improving your search rankings? The goal is to be more findable among your potential customers and to reduce SEO expenses.
  • We count the amount of social media 'shares' to determine which platforms customers use (such as Facebook, Twitter, LinkedIn and others like StumbleUpon). The goal is to cost-effectively maximize social media efforts through digital 'word of mouth.'
  • We can track video and other media downloads or views (audio, video, e-books, presentations, etc.). The goal is to distribute your intellectual content to a broader, yet more precise audience… enhancing the brand and speeding the sales/procurement cycle. Plus, as potential customers download your material, you are establishing your expertise and thought leadership.

Social Media... What's being measured?

It's no secret that some internet/social media figures can be confusing, distracting, inaccurate and useless, particularly for B2B. In our world, the sheer number of site visitors, for example, is a poor measurement when the goal is to reach precise market segments in a particular part of the world.

There is no standard model to measure ROI in social media. Every company is different, with diverse goals, customers, cultures, budgets, tools and channels. The key then is to decide what goals you are looking to achieve through the social media marketing initiative. So what type of metrics should you be looking for?


Measure social media success with 'Velocity'

Marketing measurement is expanding as social media takes hold; and page views are no longer the one and only metric. Consider options such as interaction, attention (time spent on site) and information sharing.

A new rule of thumb and a new metric: measure social media results in terms of 'velocity' rather than raw numbers. With velocity you get a better idea of how quickly your ideas, comments and product info are spreading. The faster the better - you're influencing the conversation. That's the goal of social media.

Measure... Measure again... Then connect the dots with V-Metrix

  • Monitor consumers comparing your products and your competitor's
  • Watch for negative remarks about your brand or company
  • Gather information to improve your messaging
  • Test campaigns with the market to see what potential customers are saying
  • Are market/community 'influencers' repeating your message?
  • Do you have a share of voice and is it on the rise?
  • Are people leaving comments, sharing information or mentioning the content?
  • Have the sentiment and tone of the conversation changed?

'New' metrics for B2B social media

Buzz/reaction: Who's talking about your company (customers, competitors, the media) and what's the tone? Essential questions when managing company image and brand reputation.

Influence: Are compliments or complaints coming from isolated individuals or people with huge followings and influence? If you don't counter negative remarks from industry influencers, you're bottom line will suffer.

Buzz/reaction, Influence, Reach or Speed?Reach: How far are your messages spreading… how many users/viewers are interacting with your blog-generated, twittered or video/digital information?

Speed: How quickly are the conversations you've generated spreading through social media platforms.

Understanding Analytics

Analysing traffic helps you gain an essential understanding of what your visitors do once they visit your website. Using programmes like Google Analytics, WebTrends and Omniture, to name a few, you can gather data and pour out reports to your heart's content.

Bottom line: collecting data is easy; interpreting it… well, that's another matter entirely. It takes expertise and experience to know which numbers are predicting a trend, and which are just clouding the issue.

Of course you'll track where, when and how visitors reached your site; but we also help our clients understand visitor behavior through their interaction with the site content. The result? A much better understanding of potential customers and a clear look at the success (or failure) of particular marketing activities.

We also use this data to redesign site structure or page look and feel to maximize user satisfaction and time on site.


Better SEO & a few tricks of the trade

Measure... Measure again... Then connect the dots with V-MetrixHow to get company websites ranked?

Content, crammed with useful info is king.

Why give away your expertise?

The more relevant content you have on your site, the more traffic it will get. The more traffic, the closer to the #1 ranking it will be. The closer you are to #1, the more business you will ultimately capture.

How many B2B sites have you seen that are just a list of part numbers?

Your customers rarely, if ever, search by part number alone. You need plenty of descriptive text to accompany the part numbers. A web developer is not the best person to generate this content; you are… along with your suppliers, distributors and customers.

How to get content rich website ranked?

As far a web spiders go, words rule the roost. But ask yourself, would you buy a newspaper or magazine without pictures? A relevant and interesting picture can hold a person's interest longer than 100 words and keeping people 'on-page' is key to promoting your site. But please, avoid those staged shots of men in suits, gathered around a clipboard or birthday cake. Pictures should be relevant and informative. Where possible, embed them within content and not in a separate column.

Remember:

For a website to be of any interest to visitors it needs to contain more information than just slogans and tag lines. Websites work differently than posters and magazine adverts. Websites are predominantly reliant on silent and invisible SEO. To be successful, your site needs to have 'cornerstone' pages that contain informative, factual content that visitors will read carefully.