The important KPIs of B2B marketing were the focus of an essay we recently wrote. Once more, we’re exercising our inbound marketing skills, but this time, we’re focusing on the most important KPIs for lead creation in your content.
What’s the distinction, and why should we give a damn? I overhear your jeers.
The type and caliber of the content you offer are key determinants of whether or not your fans, followers, clients, or customers are even remotely interested in what you have to say. That represents a significant improvement over the B2B marketing metrics your sales team and C-suite are tracking.
KPIs for content let you know what is occurring right now. So be clever with those content KPIs; you’ll quickly generate stronger, more helpful, fascinating, better converting, and more profitable material. This particular kind of content is what your readers want to read and appreciate, and it is what fuels the sales numbers that your sales teams are so desperate for.
And what about those trolls in the back? Here are some of the answers to the queries you’re probably yelling from the shadows.
Setting up lead-generating KPIs is crucial for digital marketing
More than ever, businesses are becoming data-driven. Instead of the hit-and-hope techniques that our forefathers had to rely on before the digital world evolved into the living, evolving creature it is today, AI and automation helped propel marketing into a fast lane of facts and data.
Using assumptions is no longer acceptable. You are aware of that. Let’s start measuring everything we can since only then can we truly understand what consumers are looking for, reading, and wanting, as well as how to use that information to drive conversions.
eBooks, landing pages, white papers, brochures, and reports
SEO is a powerful component of sales and marketing. Why? Because it is effective. How? You’ve probably heard it before: content is king.
Because the information on your website and in your apps is what your prospective leads are looking for, creating content that they want to read is the goal. At Foleon, we practice what we preach—we don’t share all of our knowledge and techniques out of love (though we do love each and every one of you), but because we need to hit our sales targets as well!
Today’s class will teach you how to analyze your content data to identify what’s working and what’s not, what your visitors are reading, where they’re growing bored, and when and where they most frequently click the ‘want to know more?’ or ‘purchase now’ buttons.
Data, KPIs, rates, and figures will tell you if your content is effective. That includes each and every landing page, blog article, eBook, white paper, brochure, report, and review. It’s time to track every click and page turn in your content.
There is a significant disparity in what KPIs people are assessing
Because no two businesses are alike, no two marketing strategies are either. Lead generation and customer acquisition techniques, for example, will differ between B2B and B2C marketing based on the size of the operation and the type of product sold.
What is measured varies from organization to organization, mainly based on what produces the highest conversion rates and what it takes to maintain them.
Putting all of your lead-generating eggs in one basket, on the other hand, is a bad idea—you and marketing both know this. Exploring new pathways, on the other hand, can lead to new successful techniques and greater results.
Perhaps it’s time to fill in some blanks and see how that affects the numbers.
More than just traffic and conversions must be tracked.
Okay, marketing wants more traffic and qualified leads, and they’ll keep pushing the refresh button in the hopes that those stats will miraculously alter until their fingerprints are worn off. However, as Einstein once said, “Insanity is doing the same thing over and over again and expecting different results.”
As keen marketers trying to shake things up, we’ll delve deeper into those low-level indicators we mentioned before.
We far too often forget to measure our content
Your sales team may have overlooked content as a lead-generation strategy, but your marketing team will not. They know where the magic takes place. So, how can we extract more information from it and determine which elements are critical to fine-tuning its performance across every type, page, and document we deliver?
Measuring the effectiveness of your lead generation material
KPI 1 – Average # of pages they read
You’ve written a fantastic report chock-full of useful information—or so you think—but how do you know your readers are actually reading all of the meticulous information you’ve compiled? Or are they losing interest and giving up before they reach the clever knowledge you’ve provided in the second chapter?
Well, calculating the average number of pages read by your followers provides a clear indication of how engaging it is. Do they read the first two or three pages of a 20-page document? That’s not good. Or do they read 15+? Much improved.
Do you want to discover how much your viewers are interested in your content? It should be measured.
KPI 2 – Time spent reading
So, let’s take a look at another scenario. Your average page read count is more than 75%. That’s quite commendable. We may assume that the majority of readers read the full document, but the average is lowered by the few who stall over the first few pages.
However, if the time spent on each page is only a few seconds, what does that tell us? Do people like the images and infographics but can’t be bothered to read the text that goes with them? That they’re leafing through, looking for something they never find?
There’s a lot to be learned from how long readers spend on each page. Measure it.
KPI 3 – Which pages did they leave?
There are numerous reasons why your readers may abandon a paper. The kettle may have boiled, or it may be lunchtime. However, most of the time, we assume that it was the point at which they became bored and had had enough. If we notice patterns in when readers abandon a page, it’s time to investigate the content and possible causes.
If you can remove those turn-offs from the equation and keep them reading, that’s fantastic.
That is extremely great information. It should be measured.
KPI 4 – Which pages and topics are they interested in?
What search phrases and topics, on the other hand, deliver the most readers? Knowing exactly what they’re seeking allows you to become their one-stop shop for information on those issues.
Which sections of your annual report, summer or winter brochure, or ‘how-to’ series are the most popular? It should be measured.
KPI 5: Which interactive aspects do they prefer?
People enjoy playing. The ramification is a popular marketing topic. Whereas it may not be a viable option for the majority of your strategies, a simple interactive element that gives users an excuse to click and play, making their experience more personal, has been shown to increase engagement figures.
But how do you know which of your interactive elements interact with which? Duh? It should be measured.
KPI 6: Which CTAs are they clicking?
We enjoy a good CTA at Foleon. It doesn’t have to be a big red button; a simple link in the body of an article, report, or white paper tells us exactly what our reader is looking for. When we notice a pattern in where visitors and readers are going, that’s lead-generation gold. We know what they want, so we provide it to them in order to keep them interested.
Measure buttons, links, and any other CTA you can think of.
KPI 7 – What forms do they complete?
Opt-in forms are one of the most thrilling indicators for marketers because they indicate that we have finally caught a fish—email address secured, qualified lead created, and job done.
The placement of your forms assists you in obtaining the information that makes your items enticing. Another approach for determining the worth of our information is content gating.
And which forms suit you best? Free trials? Obtaining access to restricted information? Do you have any product questions? Do you need more information? It’s all vital information. Take measurements.
Learn: B2B Lead Generation Strategies to Use in 2023
These KPIs not only let you measure lead creation, but they also assist you enhance your content.
Each of our KPIs provides insights and data on your best and worst content. Put them all together, and you’ve got a plan for always improving your content. Furthermore, updating content allows you to see if and how new iterations are performing. And how will you find out? Of course, you’ll take measurements.
Oh no. PDF cannot be used to measure any of these things.
- PDFs put you in the dark – You can track how many people have downloaded your paper, but you can’t observe what happens once they open the first page.
- You have no idea if they read it – Once downloaded, you have no way of knowing if they opened it. If you enticed your PDF brochure or eBook download with a coupon or other promotional incentive, it may have ended up in the trash.
- You can’t make your material better – Once you’ve created and hosted a PDF, it’s available until the next iteration, which could be a new season, product upgrade, or yearly report. You can’t update the versions that your readers have downloaded.
If only there was a format that could quantify everything that a PDF can’t; something that could provide the best eBook, magazine, or brochure you could dream for.
Finally, why not put the Foleon docs to the test?
Of course, we were always heading in this direction. We feel Foleon’s approach to content creation and delivery is a marketer’s dream. You can not only measure all of the metrics we’ve mentioned, but you can also update the content on those pages whenever you want, or someone on your team can—and they look great.
Why wouldn’t you give our documents a spin? Intrigued? Take an interactive tour right now, or there’s a demo request CTA at the top of the page that gets a lot of traffic. Do you want to know how we know? Yep. You’ve got it. We quantify it.