How to visualize your customers' multi-channel lives: Part 2
This post is picking up right where part 1 in the series left off so if you haven't read that, click here to read that first!
As I mentioned in the last post, it's all about story-telling! Data and analytics are really just trying to tell you a story. It's up to you to create a process to piece it together.
In Part 1, we went over creating the general customer journey and mapping out the marketing channels for each step in the process. In this post, we are going to take it one step further and dive deeper into determining which metrics are aligned with each step. This will ease the process for you every time you go into your analytics platform. Now, you have a roadmap for which metrics to focus on and how the story all works together!
Let's get started!
Business questions to be answered
If you have no prior experience in analytics, the best way to get started is to just write down the questions you want answered when it comes to your business. That's always the best first step! Then, you can align the metrics you need to look at. Below, I pulled in the marketing channel map from Part 1 and added in questions related to my business below each channel to give you guys an example!
Research & discover
Instagram: Grow my brand awareness & draw people to click on my bio link to read blog posts
What is my follower growth rate?
How much traffic is Instagram sending to my website?
How engaged is Instagram traffic once they get to my website?
Facebook: Grow my brand awareness, draw people to click on my posts back to website & find clients through Facebook groups
What is my follower growth rate?
What is my engagement rate on posts?
How much traffic is Facebook sending to my website?
How engaged is Facebook traffic once they get to my website?
LinkedIn: Keep a professional presence and have people click back to my website
What is the avg. engagement rate? (people who viewed vs. people who liked)
What is the avg. share rate for posts?
How much traffic does LinkedIn send to my website?
How engaged is LinkedIn traffic once they get to my website?
Engage
Newsletter: Sign up to receive blog posts and tips of improving your analytics.
What is my sign up rate?
What is my email open rate?
What is my email engagement rate?
What does traffic from email marketing do once they are on the website?
Blog: How many people go to the blog section and engage?
How many views do blog posts get vs. other pages on website?
What is my most viewed content?
What is the avg. session duration?
What page do visitors go to next?
Evaluate
Consultation call: Schedule a free consultation call with me so I can understand client's pain point & provide a solution. People can do this through the website or through email links.
What is my conversion rate? (how many people go on my website vs. how many sign up)
Purchase
Sign up for a service: For my business, there is no way to sign up online for a service. This happens after the consultation call, so I would just want to now the number of people who convert from a consultation call to clients.
How many people convert from consultation calls to clients?
Now, it's your turn!
I hope these 2 blog posts have really helped with providing an overall framework for what metrics are important to your business. Remember, you are all unicorns and no one business is the same so there's do not follow someone else's list of metrics! Use this framework to help you consider what your KPIs are and what is important to your business.
If you have any questions, send me an email at sailusha@unicorncx.com and I am happy to help in any way I can!
