Join Dina Shapiro for an in-depth discussion in this video Decide on key performance measures, part of Lead Generation Foundations.
- Now that you have your business goals, you can write your lead gen program KPIs, which are Key Performance Indicators. Now, KPIs are different than business goals. There are lots of programs across the company that work toward the business goals, so you need KPIs that are specific for your lead gen program. To understand what lead gen can deliver to help attain those business goals, let's go back to the example from the last video. Say you have a business goal to generate 250 more leads this year.
Which KPIs will help you understand how your lead gen program will progress toward that business goal. I'll give you a few examples of KPIs, by specific channels, that relate to generating 250 more leads. And as we get through the rest of the chapters, we'll get into all the details about these channels, but for right now, we'll just talk about how they relate to KPIs. Keep in mind I've written and exercise file for you that will help you through everything we're about to review. Which KPIs you'll measure and when and how you'll measure them.
For your website, you can monitor the percentage split between unique and returning visitors, which pages have been viewed, or whether visitors download content and provide their contact information. Google Analytics has great tools to understand detailed website analytics. In social media, you can see how many people follow your company pages and updates. What type of information people like or share.
And if people click through between your social media pages and website. Check out business information help pages on LinkedIn, Facebook, and Twitter, to learn more about their analytics. In search, how do you rank? Are you on a first page of a search, or buried behind competition on the second or third page? Where do views originate? From your website? Other social media? What role does search play to generate leads? In your emails, what are your open, click through, and unsubscribe rates? Do people forward your email to a friend, or share on social media? You can review email analytics through your vendor site, such as VerticalResponse, MailChimp, Constant Contact, or another one.
Once you determine your KPIs, next you can create a KPI dashboard. A KPI dashboard will pull together all the key information. What you'll measure, when you'll measure, and how you'll measure. Let's think through a few examples of smart KPIs for your dashboard. Increase from 500 to 600 website visitors each quarter. Increase the number of website downloads by 5% each month. Increase followers on LinkedIn by 100 by year-end.
Increase opt-ins to email marketing by 20 leads per month, or obtain an average email open rate of 45%. With a KPI dashboard, you'll see the full picture of your lead gen program's successes and what you need to improve. It's an objective way to discuss program performance with key stakeholders. Everybody will view the same agreed upon criteria and later on, results. Your KPI dashboard will keep you on track and aligned with your business goals.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results