What are marketing metrics?
Marketing metrics measure the success of a marketing campaign, and show how well the campaigns are performing, what’s working and what isn’t.
They are an important element in marketing as they can be used to monitor, record and measure progress over time.
Why should you monitor marketing metrics?
You should monitor your marketing efforts so that you can get a clear indication of your success and what may need improving. It can also prevent you from spending money on marketing efforts that may not be working quite so well.
Monitor marketing metrics can also help you to attract more customers, and make your budget go further.
What are marketing acronyms?
When analysing your marketing efforts, you may come across some marketing acronyms, but what do they mean? Here are some common marketing acronyms you may come across, which you can familiarise yourself with.
BR: Bounce Rate
Bounce rate may refer to a website or an email. For a website, the bounce rate is the percentage of people who land on a website and leave without clicking on anything else. High email bounce rates usually mean that your mailing list is outdated, or include invalid email addresses, because the email has not been delivered successfully.
CMS: Content Management System
A content management system is an application, which allows someone to use, create, edit and manage a website. An example of popular CMS are WordPress and Squarespace.
Cost-per-click is the amount of money spent to get a click on your digital advert.
CR: Conversion Rate
The percentage of people that completed an action on a single web page, such as making a purchase, filling out a form, and so on.
A call-to-action can be a text link, button, image or another type of web link that encourages a user to take an action. This could be visiting a different page, making a purchase, filling out a form, and so on.
CTR: Click-Through Rate
Click-through rate is the percentage of your audience that clicks through parts of your marketing campaign, or the number of clicks onto your page compared to the amount of people that saw the page as a result of a search engine query.
GA: Google Analytics
GA or GA4 refer to Google Analytics, which is a Google programme or service that can help you to measure a variety of statistics, including a website’s traffic, conversions, and sales.
PPC is a type of advertisement, which costs a certain amount of money every time the ad is clicked on.
SEO: Search Engine Optimisation
SEO involves a range of different techniques, which help your website rank higher in organic search results. This helps to drive organic traffic to your website, and it becomes more visible to people who are looking for your brand, product, or service.
SEM: Search Engine Marketing
Search engine marketing involves advertising a website and its content to get more traffic and visibility, through a range of methods, including paid search and organic search.
SMM: Social Media Marketing
This simply means using social media to help market your business. This can be done organically and through paid efforts.
Now that you know the basics, what are the best marketing metrics for aesthetics clinics.
What Metrics Should You Monitor?
We are going to outline some of the most important marketing metrics that anyone should monitor.
Marketing metrics you should monitor for your website:
- The first metrics you should track for your aesthetics clinics are the number of visitors to your website per month.
- The number of page visitors is also important, so that you can track specific pages, and it can help you to improve your marketing efforts in the future.
Marketing metrics you should monitor for paid advertising:
- Track the number of visitors coming from your ads on Google, Facebook and Instagram.
- Track the number of impressions, which is the amount of times potential users have seen your advert.
- Track the number of clicks on the paid ad too, so that you can see the amount of people that have visited your website from your ad.
- Track the cost per click (CPC), which is the total spend on the paid ads divided by the total number of clicks.
- The number of conversions from the paid ads are also important, this can be leads, sales, sign-ups, and more.
Marketing metrics you should monitor for social media:
- You should monitor the number of followers your page or profile has.
- You should also monitor the number of views, comments, shares and likes per post.
Marketing metrics you should monitor if you send out emails and SMS:
- Track the email or SMS open rate, so that you can see how many people have viewed your content.
- You can also track the email and SMS click-through rate, as this will tell you the percentage of subscribers that have clicked on a link in your email/text.
What are the best marketing metrics for aesthetics clinics?
There are lots of different marketing metrics that you could track for your aesthetics clinic, depending on where you are focusing your marketing efforts. Perhaps one of the most important metrics to measure is the revenue. You will want to track the total number of sales/customers/clients and then the marketing return on investment (ROI), which shows you exactly how worthwhile your marketing efforts are.
Additionally, it’s always a good idea to assess the visitors to your website, but beyond that it will depend on what your marketing strategy involves.
For example, if you are putting your efforts into advertising, such as Pay Per Click (PPC) advertising, you will want to track the impressions, click-through rate, and conversions. If you are growing your audience through non-paid efforts, such as posting content organically onto your social media channels, then you may want to look at views, comments, likes and shares.
Another important metric to measure is the engagement with your marketing efforts. Whether this be through sharing your posts, or clicking on your ad, how many of those people engaging with your content become leads and conversions?
In summary, think about what your current marketing methods are and go from there. You can select the marketing metrics that work best for you and your marketing efforts. Make sure to check out our guide on creating a marketing strategy for aesthetics clinics, if you are wondering where to start.