Online Marketing: Action Over Reaction
Another popular reactionary metric involves worrying too much about the overall number of Twitter followers. For example, as an enterprise software company, if we only add 12 Twitter followers this year, but those 12 all go on to become customers, it would result in significant revenue.
Instead of looking at the increase in followers on a weekly or monthly basis (a reactionary metric), figure out how you can nurture followers who are qualified leads through the sales cycle and convert them into customers.
3. Know where they're coming from. Inbound referral traffic—or how much traffic gets driven to your site from other websites—is one of the most critical metrics for content marketers to monitor because it provides a window into how your content is resonating with your target audience.
For example, if you see Mashable consistently driving more traffic to your website than other comparable sources, find additional ways to increase your exposure to the Mashable community by contributing a blog post or looking for other ways to deepen your partnership.
Don't get hung up on metrics you can't act upon. Focus on how many leads and how many opportunities you're influencing. Your goal is to close business, not just increase your page views or followers. Make sure you or someone within your organization can act on the metrics in a way that improves your results moving forward.
Rob Yoegel is the content marketing director at Conshohocken, Pa.-based website testing, personalization and targeting platform provider Monetate. Reach him on Twitter @RobYoegel.