The Intersection of Marketing and Metrics

The Intersection of Marketing and Metrics

Kayla Graham

Most marketers can agree that metrics are important—but can’t necessarily agree on which ones are important to track. Do you even track vanity metrics? Do you focus on Google analytics and where your traffic is coming in? What content converts? In a recent episode of Content Callout, Elise Brown—the Director of Marketing for the Anthemis Group—shares why metrics are important and what she believes is essential to track.

Focus on medium first—then metrics

Elise believes you have to make sure you have a story to tell. She thinks of a marketing strategy for every quarter and decides how she will lean into it. Marketers have to go with their gut—but only if it aligns with the evidence they’re seeing.

Elise likes working in whitespaces because you can see what the opportunity could be. Pamphlets, billboards, etc., don’t have to be used anymore. It’s hard to measure the metrics in non-digital spaces. Not only that, you’re stuck with it. If it’s printed with a mistake, there’s no changing it. Marketers are geared to check everything. You may see a mistake that no one else will ever notice, but it kills you.

Protect your mental health

When you’re trying to be innovative, you’re using all of your energy regularly. Doing research so that you don’t sound tone-deaf can be exhausting. Elise emphasizes that “You have to do what you can to protect your mental health or your innovation will fall to the wayside. Your ability to lean in will take a beating.” You’re being bombarded with information and being forced to stay up-to-date.

Elise has never been more exhausted. Change is non-stop. People want to access you across all time zones. Startups and entrepreneurs don’t have the same capacity as companies who’ve been in business for years with a fully established marketing firm. You can’t play the comparison game.

Elise tells her startups to focus on one platform and to utilize and share a piece of content every few weeks. You can see what’s picking up steam and lean into it or the audiences that you have. You have to do what you can handle with your budget and your capacity. Understanding how you build your brand on a budget is key.

Elise’s thoughts on vanity metrics

Any marketer needs to know what the metrics should be. Your metrics need to be based on the size of your business and what you can realistically do. You can’t compare yourself to the vanity metrics of large companies.

Elise believes that vanity metrics can be helpful if you’re trying to reach a goal (i.e., number of followers). However, you can’t forget the importance of understanding Google analytics and SEO. It will drive the engagement that you want to see. If you don’t understand that, you better start reading up on it. They’re essential for your business. You need to:

  • Understand your strategy
  • Understand the budget constraints that you have.
  • Once you lean into what you can do, ensure it drives toward your end goal.

What is driving people to your website? What’s converting them to make a buying decision? Most of the time, vanity metrics won’t give you what you need.

To hear more of the conversation—including topics like marketing mistakes to avoid, cultivating diversity and inclusion, and how to create interesting content in the FinTech space—listen to episode #47 of the Content Callout podcast!