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Published On: Mon, May 27th, 2019

3 Vanity Marketing Metrics You Should Avoid Obssessing Over

When it comes to content marketing, there are all sorts of data available. However, the majority of companies don’t have the proper processes in place to adequately compile, analyze, and then report this data in a meaningful and effective manner that helps to support business objectives.

What’s even worse is that some firms don’t report these metrics, or they only have a very basic, surface-level understanding of the marketing KPIs. They also don’t understand terms such as vanity marketing, or the fact that while these metrics may not be as important as others, they still need some attention.

Keep reading to learn about vanity metrics, what they have to offer, and what to track here.

What are Vanity Metrics?

A vanity metric is an indicator of what’s going on with content or on a business’s social media page. They can be tracked with an automated CRM and are worth getting to know more about.

In many cases, companies can combine vanity metrics with other more tangible metrics to determine real ROI for efforts. Some of the most commonly traced vanity metrics include keyword rankings, organic traffic growth, site visitors, social media followers, bounce rate, social media likes, and pageviews.

Learn what vanity metrics matter most, here.

photo/ public domain photos via pixabay

Number of Page Visits and the Amount of Time on the Page

In most cases, publishing content alone isn’t enough. This means businesses need to create a proactive plan for promoting the content using outreach, social media, and in some cases, paid advertisements. While doing this keep track of two things. The first is the total number of visits to the page or content and the second is how long visitors spend on a particular page.

This provides information about how many people see the content and how long they stick around once they arrive. If visitors spend over two minutes on a page or with a piece of content, it’s a good indication the user is not only visiting the page but also sticking around to view or read all the information.

“Likes” and Social Shares

Also classified as a vanity metric, the number of “likes,” “favorites,” and social shares offers a good indication as to if content is resonating with the audience. Look for these numbers and remember, the higher the better.

Engagement

When it comes to tracking content marketing effectiveness, another essential metric involves audience engagement. This is true regardless of if the brand is encouraging feedback or a conversion through the comment section of the blog, or just trying to begin a conversation on social media. It’s crucial to keep track of engagement metrics.

These metrics help determine the effectiveness of the efforts in terms of growing an audience and engaging with that audience.

Measuring Success

If businesses want an accurate and true look at how their content and social media efforts work, then tracking vanity metrics is a must. The items that provide exceptional entertainment or value to the audience are worth noting. Failure to track vanity metrics may leave a business never knowing what’s effective and what’s ineffective.

In many cases, seeking outside assistance to track these metrics is a good idea, as this provides more insight into the effectiveness of certain types of content and social media posts. This is information to use in future efforts and campaigns.

Author: Laura Brown

About the Author

- Outside contributors to the Dispatch are always welcome to offer their unique voices, contradictory opinions or presentation of information not included on the site.

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