January 27, 2022

Keeping Up With Key Business Metrics

15 minutes

1. Website traffic
- For us, it's mostly checking for red flags.

Basically, that’s any spikes in traffic, either good or bad.

2. Engagement rates

This specifically refers to social media.

Engagement is when someone actually interacts with your posts.

Actions like sharing or commenting are always more valuable.

3. Sales Pipeline

We'll talk more about this in our next episode.

This is a leading indicator for GreenMellen.

This is similar to a marketing funnel to track a customer's progress.

4. Click-through rates

This specifically applies to email marketing.

Clicks are more valuable than opens, which aren’t as reliable.

Follow the users back to your website to watch what they do.

5. Cash balance

This is a trailing indicator, but obviously quite important.

Try to keep at least a quarter’s worth of expenses on hand.

6. Conversions

What are you trying to get your audience to do?

Eg. fill out a form, download a file, buy a product, call you

Find ways to measure these things—eg. Google Analytics events

Once you can measure, you can optimize by testing to see what increases conversions

7. Support tickets

This might not apply to your company, but we do a lot of support and maintenance for our clients.

We track both the number of tickets and our average response time.

GreenMellen uses Help Scout for that.

8. Return on investment

It’s difficult to measure but very valuable

This is a bit like the marketer's holy grail—elusive and we're not sure if it really exists

This is why marketing is often the first thing to get cut—it's hard to accurately measure

This becomes easier if you can measure conversions and the customer lifetime value

...more

View all episodes

By GreenMellen

1010 ratings

January 27, 2022

Keeping Up With Key Business Metrics

15 minutes

1. Website traffic
- For us, it's mostly checking for red flags.

Basically, that’s any spikes in traffic, either good or bad.

2. Engagement rates

This specifically refers to social media.

Engagement is when someone actually interacts with your posts.

Actions like sharing or commenting are always more valuable.

3. Sales Pipeline

We'll talk more about this in our next episode.

This is a leading indicator for GreenMellen.

This is similar to a marketing funnel to track a customer's progress.

4. Click-through rates

This specifically applies to email marketing.

Clicks are more valuable than opens, which aren’t as reliable.

Follow the users back to your website to watch what they do.

5. Cash balance

This is a trailing indicator, but obviously quite important.

Try to keep at least a quarter’s worth of expenses on hand.

6. Conversions

What are you trying to get your audience to do?

Eg. fill out a form, download a file, buy a product, call you

Find ways to measure these things—eg. Google Analytics events

Once you can measure, you can optimize by testing to see what increases conversions

7. Support tickets

This might not apply to your company, but we do a lot of support and maintenance for our clients.

We track both the number of tickets and our average response time.

GreenMellen uses Help Scout for that.

8. Return on investment

It’s difficult to measure but very valuable

This is a bit like the marketer's holy grail—elusive and we're not sure if it really exists

This is why marketing is often the first thing to get cut—it's hard to accurately measure

This becomes easier if you can measure conversions and the customer lifetime value

...more

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Keeping Up With Key Business Metrics

Keeping Up With Key Business Metrics