Marketing metrics the supply chain and logistics industry can use to drive success

Marketing metrics the supply chain and logistics industry can use to drive success

free monthly marketing template

To grow your B2B business you need to take a comprehensive data driven approach to marketing.  Metrics enable you to measure success, drive strategy, and demonstrate the ROI of your marketing efforts.

What metrics should you track?

Given that your objective is to attract, acquire, and retain customers, the most effective metrics to track are those where the unit of focus is the prospect, lead, or customer.  These include the following:

Visits

Visits capture the number of visitors to your company’s website in a given period of time.  In addition to tracking the total number of visits, it is also important to track visits by source.  That is, how visitors come to your website.  Sources typically include direct traffic, organic search, referrals, social media, and email marketing.

Reach

Reach is the number of people who can be reached through your marketing channels (e.g. LinkedIn, Twitter, and Facebook).  This metric is a good indicator of how well the content you are publishing attracts new people to your network, and how well the content engages people within your network.  In addition to tracking your company’s total reach (the total number of people you can reach across all channels), you should also track reach by channel.

Leads

Leads are one of the strongest indicators of ROI.  By tracking leads by source, you can identify where your marketing efforts are most effective, areas where you can improve, and areas you could eliminate from your strategy.

Customers

Customers are also a strong indicator of ROI.  Like leads, customers should be tracked by source.

Conversion rates

Conversion rates measure the percentage of people who are moving from one marketing stage to the next.  An increase in your conversion rates implies an improvement in the quality of your content and/or traffic.  You should track the visit-to-lead conversion rate (How many of your website visitors are becoming new leads?) as well as the lead-to-customer conversion rate (Are you generating sales-ready leads?).

Ranking

Ranking matters.  The top listing in Google’s organic search results receives 33 percent of the traffic compared to 18 percent in the second position.  Two metrics you can track are your domain authority and your marketing grade.

Domain authority is a score ranging from 1 to 100 that represents how well a website will perform in a search engine ranking. The lower the score – the less likely it will be found.  Marketing grade is a holistic measure of a site’s online presence as measured by HubSpot’s Marketing Grader on a scale of 0-100.  A higher score is better.

How to track metrics for success

Having an established database to capture your marketing metrics is critical to success.  We created a template that you can download and use to track your metrics, measure success, and drive strategy.  One of the great features about this template is that it generates graphs that can be used in your reports and presentations.

Fronetics Marketing Metrics Template


 

 





Don’t say good-bye.  How to increase employee retention.

Don’t say good-bye. How to increase employee retention.

improve employee retention

Losing an employee is costly — very costly. Yet, many organizations don’t know how to ensure that its human resource assets don’t just walk away.

The US Department of Labor Bureau of Labor Statistics reports that more than 2 million people voluntarily leave their jobs each month. The Society of Human Resources Management has found that the cost of replacing an employee ranges from 50 percent of the employee’s annual salary to 400 percent of their annual salary. What do these numbers mean? They mean that the cost of replacing an employee with an annual salary of $45,000 could be between $16,000 and $160,000. And the cost of replacing your employee with an annual salary of $150,000 could range from $60,000 to $600,000. Not inexpensive.

In July 2013, Tompkins Supply Chain Consortium released its Supply Chain Talent Report. According to the report, the supply chain industry is expected to experience an increase in turnover within the next 18 months. Most impacted will be positions in planning, procurement, and manufacturing. Reasons include plant closures, outsourcing, and the need for specialized skillsets. There are other reasons as well. Accenture conducted a study (across industries) and found the top four reasons why employees quit their jobs are: a lack of recognition (43 percent), internal politics (35 percent), a lack of empowerment (31 percent), and because they don’t like their boss (31 percent).

For managers, several lessons are there to be learned. Let’s start with the simple lessons. These lessons involve flipping the negatives (the reasons for leaving) to the positive (creating reasons for staying). That is: recognize employees, empower employees, and take steps to remove from the work environment as much bureaucracy and internal politics as possible. By taking these steps the employee who is considering a move may change their tune. If not, it is reasonable to talk with an employee and determine what the issue is. If the issue is something that cannot be addressed and if it is impacting productivity and team morale, explore transferring the employee within the company.

Other keys to employee retention include buy-in and success. Specifically, it is important to gain buy-in from your employees. If an employee is going to be motivated to not just do their job, but to excel at their job — they need to buy-in. They also need to, regularly, succeed and realize progress. A great resource on achieving buy-in and enabling success is The Heart of Change by John P. Kotter and Dan S. Cohen.

While the time and expense of retaining an employee may seem daunting, the cost of losing an employee is much greater.

Want to learn more about improving employee retention and hiring top talent?  At Fronetics we work with clients to understand and execute on talent acquisition, performance management, learning and development, and succession management. Additionally, we offer management and leadership solutions to organizations within the supply chain and logistics industries during times of transition.

A version of this post previously appeared on EBN.

Your questions, answered.

Your questions, answered.

We want to hear from you! supply chain share your ideas

We want to know what questions you have about:

  • Demand generation
  • Establishing and growing an online presence
  • Social media
  • Content

These categories are intentionally broad because we want to you to think about any (and all) questions and pain points you might have related to these topics.

Remember the adage – there is no stupid question.

Why do we want to hear from you?

We have an upcoming series of blog posts that are focused on answering questions that companies within the supply chain industry have regarding demand generation, an online presence, social media, and content.  We want to give you the opportunity to ask your questions and state your challenges so that your questions and challenges can be addressed.

How can you be heard?

Fill out the form below or content with us via Twitter or LinkedIn.

Your questions, answered.

Your questions, answered.

We want to hear from you! supply chain share your ideas

We want to know what questions you have about:

  • Demand generation
  • Establishing and growing an online presence
  • Social media
  • Content

These categories are intentionally broad because we want to you to think about any (and all) questions and pain points you might have related to these topics.

Remember the adage – there is no stupid question.

Why do we want to hear from you?

We have an upcoming series of blog posts that are focused on answering questions that companies within the supply chain industry have regarding demand generation, an online presence, social media, and content.  We want to give you the opportunity to ask your questions and state your challenges so that your questions and challenges can be addressed.

How can you be heard?

Fill out the form below or content with us via Twitter or LinkedIn.

How your business can use social media to find new leads

How your business can use social media to find new leads

Leads are essential to the growth of your business.  Social media is an effective way to find new leads.

Social media allows you to find new leads by doing something called social prospecting.  Social prospecting is the art of searching the social web, identifying potential prospects for your business, and engaging them in a manner that draws them to your company’s website and through your funnel.

Social prospecting

At the core, social prospecting is about listening.  It is about listening to social media conversations in order to generate leads for your business. It’s beyond monitoring keywords. It’s about engaging people that may or may not know what your business can do for them.

Workbook

We’ve identified the quickest way to find potential prospects on Twitter, Facebook, LinkedIn, Pinterest, and Google+ and compiled them in a workbook. Every worksheet includes: a short preparatory work to make the actual prospecting easy; visual instructions on how and where to find prospects; pro tips that will help you get the best results; prescriptions (Marketing Rx) for success; and take-home exercises for follow-up prospecting

Get started

Want to get started?  Simply download the workbook.
social prospecting workbook

How your business can use social media to find new leads

How your business can use social media to find new leads

Leads are essential to the growth of your business.  Social media is an effective way to find new leads.

Social media allows you to find new leads by doing something called social prospecting.  Social prospecting is the art of searching the social web, identifying potential prospects for your business, and engaging them in a manner that draws them to your company’s website and through your funnel.

Social prospecting

At the core, social prospecting is about listening.  It is about listening to social media conversations in order to generate leads for your business. It’s beyond monitoring keywords. It’s about engaging people that may or may not know what your business can do for them.

Workbook

We’ve identified the quickest way to find potential prospects on Twitter, Facebook, LinkedIn, Pinterest, and Google+ and compiled them in a workbook. Every worksheet includes: a short preparatory work to make the actual prospecting easy; visual instructions on how and where to find prospects; pro tips that will help you get the best results; prescriptions (Marketing Rx) for success; and take-home exercises for follow-up prospecting

Get started

Want to get started?  Simply download the workbook.
social prospecting workbook