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Importance of Marketing Metrics

What are Marketing Metrics?

Before you can appreciate the value of marketing metrics, it’s important to define them and know everyone is on the same page with terminology and functions. Marketing metrics are data points that help quantify marketing campaign performance to track and measure effectiveness. In digital marketing, there is a range of metrics that measure a variety of data points, and some are more important than others.

When a campaign is being developed, key performance indicators (KPIs) must be established to define what metrics and data points are the most meaningful to your campaign’s success. KPIs are specific metrics that support the campaign objective and business goals. These can include sales goals, number of leads generated, total message impressions, etc. Closely measuring these metrics through the duration of (and after) the campaign will help drive optimizations to improve performance, and provide insight into the success of the campaign.

Why Measure Marketing Metrics?

Simply put: return on investment. A strategic marketing campaign is a business investment that should result in a boost to your business objectives, whether it be sales, lead generation, enrollment, or another. 

Unlike other business investments such as infrastructure or logistics, marketing metrics offer a way to measure performance – to see if it’s a worthy investment. And with the customer journey becoming more and more complex, it’s increasingly important to understand your campaign’s effectiveness and the customer’s experience at each touchpoint.

Monitoring and measuring KPIs through the duration of a campaign enables the marketing team to evaluate performance and make adjustments, if necessary, before the campaign is completed. For example, if a multi-channel campaign has two channels that are underperforming, those efforts could be paused to reallocate the budget to the higher-performing channels. Catching an underperforming channel early (but not too early) is always better than waiting until the campaign has run its course when that budget has been potentially ineffective. This is how to ensure your campaigns are always evolving and making every dollar count for the best ROI.

After the campaign has run, its effectiveness and ROI can be measured by evaluating KPIs and results: 

  • Did sales increase incrementally?
  • Were there specific marketing channels that performed better? 
  • Was there specific messaging that the audience responded to better?

Measuring marketing metrics with correct attribution can answer these questions and help strategize smarter, data driven campaigns. Understanding your audience/customer and the appropriate messaging on the correct channels is imperative for planning future campaigns with the best ROI.

How to Measure Marketing Metrics

Measuring marketing campaign success begins with identifying the desired goals and objectives, and determining what KPIs will support those. Once this has been outlined, the campaign should be created and launched with reporting in place to regularly monitor the defined KPIs.

Many digital ad platforms, such as Google Ads, Meta Ads, and programmatic ad vendors, provide dashboards that report on campaign performance with several data points. Similarly, email platforms like MailChimp and Campaign Monitor provide metrics for specific email campaigns. For media coverage and press releases, Muck Rack is a robust tool that provides in depth data for publication pick-ups and media mentions.

If a campaign’s objective is to drive traffic to your website to learn about a service or perform a desired action, Google Analytics is a popular tool used to measure various, anonymized website performance metrics, including traffic acquisition and user behavior. This powerful tracking tool provides visibility into what’s happening on your website (what type of people are visiting, how they got to the site, what they’re doing on the site, and more) and can help attribute website goals to the appropriate channels. For advanced visibility into website user behavior, tools like Microsoft Clarity and Hotjar can capture heatmaps and screen recordings.

The Greteman Group Approach:

  1. Identify the campaign goals and objectives with the client
  2. Outline campaign-specific KPIs that support the campaign goals, and additional metrics that supplement those KPIs for further comprehension
  3. Set up necessary tracking using relevant tools to collect every possible data point
  4. Set up and launch the campaign
  5. Monitor initial and ongoing KPI data and cross reference any overlapping data for accuracy and discrepancies
  6. Adjust campaigns as needed based on performance
  7. Compile performance, results, and insights into an easy-to-read report at the campaign’s conclusion

Compare and Adapt

Marketing metrics are crucial to measuring a return on investment for campaign efforts. With so many performance metrics and data points available, it’s easy to become overwhelmed and confused about which ones are relevant to track. 

The most important ones to watch are those closely aligned and related to the overall goals of the campaign. Additionally, a single metric by itself isn’t often useful. Comparing it to a benchmark, seeing how it trends over time, and/or comparing it to different channels or campaigns will start to produce the insights needed to evaluate performance. 

Let us walk you through more details on how marketing metrics can be more useful in your overall marketing strategy.

Goodbye Hashtags, Hello SEO

As we all know by now, social media algorithms have a significant impact on the reach and visibility of our posts. With the constant evolution of these algorithms, we are witnessing a shift away from relying on hashtags, looking toward the importance of SEO and creating captivating captions. Why is this shift occurring and how can it help maximize social media performance? Let’s dive into the specifics, starting with everyone’s favorite “A” word: the algorithm.

The Evolution of Social Media Algorithms

Social media algorithms have come a long way, transforming from simple chronological feeds to complex formulas driven by user preferences and engagement metrics. Gone are the days where we could simply log into our social media accounts and see updates pop up in the order in which they were posted. 

Presently, algorithms are trained to serve posts that could have been posted in any order – time no longer is a factor. In the same fashion, while hashtags were once crucial for content discovery, their effectiveness has diminished due to increased competition and misuse. Each of these shifts has prompted a need for alternative strategies, which seem to point to a broader focus on the caption of a post instead of which hashtags are attached.

How can we successfully and consistently adapt to these ongoing changes?

The Impact of SEO in Social Media Messaging

SEO principles are no longer limited to search engines. They also play a crucial role on social media platforms. This means that by applying some simple SEO techniques to the way we write our social media posts, we can improve their visibility and reach a wider audience. 

It starts with understanding how to incorporate healthy SEO habits into your social media messaging. By switching our focus to keyword-rich messaging, we can improve post discoverability and increase organic growth. 

If a key component of your company’s mission is SAF (Sustainable Aviation Fuel), make sure you’re optimizing your captions to show that consistently. If your company provides top-notch aircraft management services, find creative and relatable ways to caption your posts that also demonstrate what sets you apart. It’s as easy as conducting quality keyword research and staying up-to-date on trending topics relevant to our niche or industry, and in turn optimizing posts for better visibility in the eyes of the social media algorithms.

Moreover, by staying up-to-date with trending topics in our industry, we can create timely and relevant content that resonates with your audience. This relevancy further enhances our post’s visibility and increases engagement, as hashtags once did.

Captions Hold the Power

Captions play a vital role in social media posts, often serving as the unsung heroes that capture attention and drive engagement. Wordsmithing well-crafted and attention-grabbing captions is crucial for maximizing the impact of our social media content because well-written captions hold great potential for search engine optimization as well as personalization. 

When writing captions, incorporating relevant keywords and phrases can improve the visibility of our posts in the eyes of the social media algorithms. By aligning our captions with trending topics and popular search terms, we increase the chances of our content being discovered by a wider audience. The more successfully your brand can do this, the better the social algorithms will understand what your brand is all about, and in turn will serve your content to more users with whom it will resonate most. 

Beyond SEO, captivating captions also have the power to establish a connection with our audience. By utilizing storytelling techniques and evoking emotions, we can create impactful captions, encouraging higher engagement rates.

Captions are more than just words accompanying our social media posts. They serve as hidden gems, wielding the power to improve SEO visibility and establish an emotional connection with our audience. By crafting captions that are both optimized for search engines and engaging to our readers, we can unlock the full potential of our social media content.

Social media algorithms have evolved, shifting the focus from hashtags to the importance of SEO driven by captivating captions. Through leveraging SEO principles in our social media strategies, we can improve post discoverability and reach a wider audience. 

Crafting compelling captions not only enhances engagement but also provides further opportunity for SEO optimization. Combining these strategies, along with consistency, authenticity, and data analysis, can help us maximize our social media success. 

Stay adaptable, stay creative, and enjoy the benefits of an optimized social media presence.

NATA Business Aviation Roundtable Connects, Informs Members

Recently, I was invited by NATA to attend the NATA Business Aviation Roundtable (BAR) in Oklahoma City. It was insightful to hear from the leading national aviation trade association discussing the latest tools and resources. Information there showed how to develop and create awareness of organizational safety management, lead a safe transition to unleaded aviation fuels and open pathways into business aviation careers from local NATA members.

NATA’s Shannon Chambers, Vice President of Communications, and Senior Advisor Ken Thompson opened the round table by asking each guest to introduce themselves and to share info and memories about their first car. This great ice breaker engaged everyone on a more personal level.

Oklahoma City Expands MRO Support

Jeff Mulder, Airports Director Oklahoma City, shared the news that AAR broke ground on the $20M project to add 80,000+ square feet hangar and warehouse space and to accommodate all Boeing 737 variants, including the 737-10. AAR’s growth in Oklahoma City supports a recently expanded maintenance commitment from Alaska Airlines, a valued customer of AAR for more than 20 years. The new airframe MRO facility is expected to be operational in January 2026. 

D Smith, with the U.S. Department of Transportation and International Society of Safety Professionals (ISSP), shared the evolution of Safety Management Systems (SMS) since he ran the first federal course back in 2005. He communicated the importance of all pilots having an SMS in place. It’s particularly important with new rulings coming out for Part 135 and Part 145 operators to ensure continuous safe operations for passengers. Incorporating a safety culture in these organizations and encouraging employee reporting is critical to safety intelligence.

The FAA released its final SMS rule shortly after the BAR, mandating SMS into flight operations. It provides tapping into more resources and tools to make more prudent safety decisions (i.e., not just one pilot or one mechanic making decisions). This rule will improve aviation safety by requiring organizations to implement a proactive approach to managing safety.  READ MORE

Eliminating Lead from Aviation Fuels

Ryan Manor, previously of ConocoPhillips, represented Eliminate Aviation Gasoline Lead Emissions (EAGLE), in sharing the latest initiatives of finally eliminating lead from aviation fuels. This is great news for our piston owners and operators.  LEARN MORE 

The Oklahoma Department of Aerospace and Aeronautics had two representatives who shared their advocacy efforts of aviation throughout the State. The Department’s aerospace and aviation education funding supports the Oklahoma Works initiative that aims to address the skills gap and connect students to programs that will help build Oklahoma’s aerospace and aviation workforce.

Other key issues voiced by this local group of members included a discussion on FET and that the 2005 Fuel Tax Fraud is still a problem today, as well as illegal charter and the growing concern among the air charter industry and the public.

It’s great to connect face-to-face with the aviation community and represent Greteman Group in Oklahoma City with our client, NATA. It was enlightening to hear current issues and initiatives they’re leading directly from local NATA members. Most of all, I was really proud to hear all the positive feedback about NATA’s new branding that we launched last year!