What makes a Digital Marketer Successful? How to decide if my Digital Marketer/Agency does a good job? What are the “KPIS” for good work? Those are very common questions among business owners especially when they do not get the expected results.
After years of working in the industry I made a list with the most vital “KPIS” that differentiate good professionals from their peers.
- Technical: Knows if the events, goals and conversion trackings work correctly technically and if not they can suggest or make the appropriate adjustments. If your data are not correct or misleading then you can’t optimise your campaigns. So always care about your tracking codes, plugins and all measurement stuff and make sure that they track correctly.
- Mindset: They have a clear, logical and practical thought process and know what they do and why. There should be a strategy or a plan and specific KPIS to achieve a goal. Ask them about the strategic plan and the campaign structure and let them present it in an articulate way.
- Micromanaging: Many marketers are so focused on metrics and numbers that they often miss the big picture. It’s very useful to check CTR, Clicks and Conversions but always remember the context. Is it a new company? Does it have strong USPs? Do they produce meaningful & useful content? Ιs the creative appealing? What makes them different? Do they have traffic on the website? Is there any seasonality? Campaigns are parts of the business so they should be evaluated at all levels. CTR, clicks and conversions can be different across different companies and should be evaluated considering all the above factors.
- Efficient Reporting: Reporting tells us what happened every month or every year so it should be articulate, well structured providing the main key points to the entrepreneur. Analysis per campaign or per country (if there are many markets) is vital. Comparison dates are also important to see the progress across months or years. The marketer should know which metrics to present depending on the company’s KPIS and make meaningful recommendations to the business.
- Sceptical, Resourceful & Open Minded: In marketing there is no black or white. It’s all about testing, evaluating and optimising. So if your marketer is rigid and not flexible in terms of trying new things then he might not be the right person for your ads. He/She should be inspired and motivated to go an extra mile and try new strategies, tools and software.
If he/she has it all, then congratulations you can start scaling your business!