Vanity metrics can make businesses feel good. However, they do not provide insight. They cannot help with customer acquisition, client retention, or growing revenue. So, getting blindsided by these can prevent you from focusing on what is really important, which is business growth.
Below are five common vanity marketing metrics companies should avoid:
Having a high number of page views can show that many people are interested in reading your content. However, it is not enough to help you understand your customers better. It does not let you see if website visitors have enjoyed your content, have found the answers to their concerns, or have formed a better opinion about your brand.
Getting a high number of followers or subscribers on social media does nothing to help companies make well-informed decisions or measure how their brand is doing in the market. Seeing thousands or millions of followers may seem impressive. However, it does not show customer interaction or audience engagement.
One mistake that many sales teams do when they analyze customer data is focusing on the number of interactions. While knowing the number of activities can help you understand the volume of interactions of your team, it is not valuable on its own. It only shows how busy the team has been. To make activity metrics relevant, the sales team should compare them with the number of opportunities created or sales numbers.
Using the number of newsletter subscribers as a measurement of the success of marketing efforts is not only outdated but also ineffective. Similar to page views, this metric does not show important aspects. It does not show how readers interact with the content. Instead of the number of subscribers, sales and marketing teams should focus more on the number of leads generated through the newsletters. To do this, make sure your content is optimized and has a clear call-to-action (CTA).
Another vanity metric that many marketers and sales professionals use is the email open rate. It is measured by dividing the number of emails opened by the total emails sent and subtracting the answer to the email bounce rate. While the open rate can help see the effectiveness of email subject lines and timing, it comes with technical constraints. For instance, the email recipient should have to load attached photos for their interaction to count.
Metrics help businesses keep track of their progress. They can determine areas that work and those that need improvement. However, not all metrics are as important as they seem.
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