Value vs. Vanity Marketing Metrics With Andy Crestodina From Orbit Media

Value vs. Vanity Marketing Metrics With Andy Crestodina From Orbit Media Marketers have unprecedented access to marketing measurables. They’re inundated with data. So, which marketing metrics matter the most? Today, we’re talking to Andy Crestodina, co-founder and chief marketing officer of Orbit Media Studios. Also, he’s the author of Content Chemistry. Andy believes that the most visible marketing metrics are usually the least useful. He identifies and ranks metrics that matter. Inverse correlation between the visibility of a metric and its importance/success Metrics correlated with business success are difficult to get and require analysis Social, Search, and Email Metrics: Easy-to-see metrics that offer low to medium importance that correlate to business success Easy to see which post gets the most traffic, but it takes analysis to calculate conversion rate from visitor to downloader/subscriber/registrant per article Critical Metrics: Revenue, margin, profit, utilization, and capacity are difficult to measure, but are critical to business success Rather than trying to get reviews, try listening to your customers to make them happy enough to give testimonials and referrals Deliberately seek out sales, revenue, invoice, leads, and other critical metrics Look at your own biases as a marketer; deeper down you go in your funnel, the more impact of each action Best ways/tools to track metrics include UTM campaign tracking codes and Google Analytics; avoid influencer marketing Links: Orbit Media Studios Content Chemistry A Guide for Content Marketing Metrics: The 37 Most (and Least) Useful Metrics SEMrush Google Analytics Garrett Moon at Content Marketing World Barry Feldman QuickBooks How To Avoid The Most Costly Mistake In Influencer Marketing With Shane Barker [AMP 115] Write and send a review to receive a care package If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Andy Crestodina: â€Å"The problem is that those super visible metricsare the ones that are the least closely connected with business success.† â€Å"We tend to overvalue things that we can easily find. The hardest-to-find stuff is where we should be focused more.† â€Å"I don’t think you should start by trying to get reviews. Start by trying to listen to your customers.† â€Å"We all have to look for our own biases as marketers. The deeper down you go in your funnel, the more impact each action has.†