Core Marketing Essentials
Responsive Website — Is your website optimized for mobile? Is the design modern and aesthetically current? Having a poorly-optimized website will decrease your top of funnel conversion rates.
Tripwire Offer — Do you have a solid tripwire offer to turn visitors into leads? Are you doing a good job at presenting this offer to new visitors? Not having a proper tripwire offer will decrease your top of funnel conversion rates.
Backend Offer — Do you have a core backend offer that'll increase your average customer lifetime value? Are you able to nurture and ascend your customer by reducing friction and addressing objections? Not having a solid backend offer will decrease the effectiveness of your marketing spend.
Email Marketing — Do you have a basic onboarding email flow for new leads? Are you able to rapidly build trust and authority within the first few weeks? Not having a proper email marketing autoresponder flow will decrease your middle of funnel conversion rates.
Professional Copywriting — Is the copywriting on your website polished and written by an expert? Does it talk directly to your ideal buyer persona using their own words? Not having crisp, clear, and conversion-optimized copy on your website will decrease your top of funnel conversion rates.
Conversion Optimized Site — Is your website's main funnel set up to properly nurture and convert new visitors in the right way? Do you have any dead ends or pages that detract from the visitor's journey? Not having a conversion optimized site will decrease your top of funnel conversions.
Google Analytics — Do you have Google Analytics set up properly with goal tracking? Are you continually monitoring the metrics that matter most? Not having Analytics set up will decrease your ability to monitor the effectiveness of your marketing campaigns.
Facebook Pixel — Do you have a Facebook Pixel set up with properly? Are you retargeting visitors with a lead magnet? Not having retargeting set up will decrease your ability to capture middle of funnel leads.
Email Capture — Do you collect emails on your website in multiple areas? Are you setting up the forms and behavior to be non-intrusive yet high-value? Not having proper email capture tools in place will decrease the effectiveness of your marketing campaigns.
Valuable Lead Magnet — Do you have a valuable lead magnet or core offer in place? Are you testing the effectiveness of variant campaigns? Not having a lead magnet and testing framework for your website will decrease top of funnel conversion rates.
Content Marketing Strategy — Do you have a consistent content strategy in place to drip content across high-performing channels? Are you creating content that provides value for your target audience? Not having a solid content marketing strategy in place will leave you behind your competitors in the long run.
Core SEO Fundamentals — Do you have basic working knowledge of SEO? Do you know what high-traffic low-competition keywords you should be attempting to rank for? Not knowing the basics of SEO will leave you far behind your competitors in the long run.
Competitor Keyword Analysis — Do you know what keywords your competitors are ranking for? Do you know how to identify keyword opportunities? Not knowing the competitive keyword landscape will ensure that your competitors will overtake you long-term.
Steadily Growing Traffic — Do you have steadily growing traffic every quarter? Are you doubling down on your most effective traffic channels? Are you experimenting with new promising traffic channels? Not having steadily growing traffic is a cause for concern.
Most Important KPIs To Track
Number of Website Visits — Are you measuring your website traffic? Do you know which sources are getting you the most highly-qualified traffic? The more traffic you have, the higher your overall conversions.
New Email List Signups / Leads — Are you measuring the number of new email subscribers you're getting every month? Do you know which opt-in forms are converting the highest, and why? The more email signups you get, the more leads can get nurtured into customers.
New / Returning Customers — Do you know how many new and returning customers you're acquiring every month?
Customer Acquisition Cost — Do you know how much you're spending to acquire customers? Is this number trending downward?
Customer Lifetime Value — Do you know how much revenue each customer will generate on average? Is this number trending upward?
Bounce Rate — Are you keeping track of how long visitors are staying on your website and/or dedicated landing page? A high bounce rate signals that the page and/or funnel could use improvement and better messaging, UX, or design.
Average Time on Site — Do you know how long visitors are staying on your website? Is this number trenind upward? A low average time on site signals that your website may not be serving your visitors properly.
Average Order Value — If you're in B2C, are you measuring the average order value of your customers? Is this number trending upward?
Lead Scoring — If you're in B2B, do you have a system in place to measure and qualify your leads? Do you have a lead scoring system in place? Tracking and improving this KPI will help you identify which traffic channels are providing the most qualified traffic, and much more.
Position of Tracked Keywords — Are you measuring your keyword positions on the search engine results page on a regular basis? Having a system in place with targeted SEO efforts will help boost organic search traffic.
Landing Page Conversion Rates — Are you measuring the effectiveness of your core landing pages? Tracking and improving this KPI will increase the number of qualified leads and customers, depending on the purpose of the landing page.
Lead Magnet Downloads — Are you measuring the number of lead magnet downloads? Increasing this number over time will result in more top of funnel leads that can get nurtured.
Email Open Rate — Are you measuring the open rate of your onboarding email flow? Increasing this number over time will result in more top and middle of funnel leads.
Number of Backlinks — Are you measuring the number of new backlinks earned on a regular basis? Increasing this number will increase the number of leads overall, depending on what part of the funnel you're targeting.
Email Click-through Rate — Are you measuring the average number of CTA clicks in your emails? Increasing this number will improve middle of funnel engagement.
Email Reply Rate — Are you measuring the number of replies within your onboarding and/or engagement flows? Increasing this number will improve middle of funnel engagement.