14 Digital Marketing Metrics That Every Cybersecurity Vendor CMO Should Track
Practically every cybersecurity vendor has some kind of digital presence online, and the majority have a digital marketing team to lead that presence.
But so many security vendors, despite having a marketing team, aren’t measuring and analyzing their digital marketing strategies. Like with any other strategy, digital marketing needs to be measured and reviewed to ensure the strategy is bringing in a strong return on investment for your business.
Security vendors can achieve this by using digital marketing metrics to assess performance. We’ll be looking at the digital marketing metrics your business can’t afford to ignore in this blog.
What Are Digital Marketing Metrics?
Digital marketing metrics are a unit of measurement that help businesses track the performance of digital marketing strategies. There are an almost overwhelming number of digital marketing metrics on offer. This is partially due to the many digital marketing channels available today.
You should be monitoring metrics for all your various digital marketing efforts, whether that’s on social media, on your own site, or paid channels. A strong mix of quantitative metrics gives you the best insight into how your digital marketing campaigns are performing.
We’ll look at the four main digital marketing channels and the corresponding digital marketing metrics you can’t afford to miss.
SEO Marketing Metrics
Closely linked with content marketing, SEO marketing refers to any marketing within your website. This includes a variety of website content, including product pages, landing pages, blogs, and more. The end goal is to rank well for certain keywords on search engines like Google and bring in more traffic to your website.
There are a huge host of great digital marketing metrics available to track, even just within the Google Analytics platform. But some of the most important are as follows:
- Keyword Rankings
Your keyword rankings show in which position you rank on a search engine results page for a given query. Being on the first two pages of results is great as this is where almost all organic traffic goes, but being on the top half of the first page is even better.
You’ll want to monitor your keyword rankings to see whether you’re moving up or down within the search engine results. This is a great indication as to how well your SEO marketing strategy is performing. You can do this using an array of SEO marketing tools, including Semrush and Moz.
- On-Page Optimization Score
Another feature of most SEO marketing tools is the on-page optimization score. This tells you how well your page is optimized for a given keyword. The higher the score, the better optimized your page is and the higher chance you have of ranking well for a given keyword.
- Domain Authority
A website’s domain authority (also known as an authority score) is a metric that shows how relevant, trustworthy, and authoritative a website is. The higher your domain authority, the better chance your site has of ranking well in the search engine results pages (SERPs).
Many things influence domain authority, but the biggest influence is quality backlinks.
Backlinks are other websites that refer to yours through hyperlinks. This is a huge part of Google’s algorithm ranking factor, but not any old link is good. You want links from trustworthy sites that are relevant to your business.
You should monitor your new backlinks, as well as monitoring any lost so you can recover them. This also ensures you can disavow poor-quality links that might harm your site.
- Organic Traffic
Organic traffic is the number of users who find your website via search engines. You should monitor this metric to ensure your SEO efforts are increasing your organic traffic.
- Organic Conversions
There’s little point in attracting a whole host of organic traffic that doesn’t benefit your business. So, you should also monitor your organic conversions to make sure you’re getting valuable traffic to your site. You can monitor both of these on Google Analytics.
PPC Marketing Metrics
If you’re using Google Ads, you’ll have a whole host of PPC metrics at your fingertips. The top ones to track are:
- Click-Through Rate (CTR)
Your CTR is the percentage of people who clicked on your ad compared to how many people saw your ad. The higher the CTR, the better your ad is performing.
- Conversion Rate
Like above, it’s pointless having a great CTR if users don’t convert when they land on your site. You’ll want to monitor your conversion rate, as well, to ensure your PPC campaign is performing.
- Cost Per Click (CPC)
PPC marketing expenses can shoot up fast with how competitive the industry is. Monitoring your CPC helps you keep a healthy margin.
Social Media Marketing Metrics
There are many popular social media platforms to pick from now, all offering their own unique metrics. In general, you should keep track of:
Impressions are how many users on a social media platform have seen a particular piece of content from your brand. This indicates how large your audience is on a given platform.
Engagement metrics vary depending on the platform but refer to any kind of interaction with your content on social media. For example, this could be likes on LinkedIn or Facebook or a retweets on Twitter.
Email Marketing Metrics
Last but by no means least is email marketing. This channel comes with its own unique digital marketing metrics to track, including:
- Open Rate
This metric tracks the percentage of subscribers who opened your email compared to those who didn’t. It gives a good overview of how interested your subscriber list is.
CTR in emails refers to whether a user clicks a given link within that email. Much like with other channels, this metric is a better indication of how well users are engaging with your content.
Once again, having a great CTR is pointless if users don’t convert when they land on your site. It’s important to track how successfully your email campaigns are converting contacts to leads. This can help you tweak future campaigns to perform better.
There are a huge host of helpful digital marketing metrics to track across various channels. It’s vital for all cybersecurity vendors to measure and review their digital marketing strategies to ensure they’re actually bringing in a positive ROI.
Many security vendors simply don’t have the time or resources to do this in-house, which is where CyberEdge comes in. CyberEdge can match you with a highly qualified Interim Digital Marketing Manager to tackle all of your digital marketing needs, including email campaigns, social media campaigns, PPC campaigns, and, of course, tracking your critical digital marketing metrics.
To learn more, and to discuss how CyberEdge can satisfy your digital marketing needs, request a no-obligation 20-minute consultation.
Work outside the cybersecurity industry? Visit the LeadingEdge Group website.