KPIs: Measuring Content Marketing Success in the Property Sector
Every successful business owner in the property sector understands the importance of measuring key performance indicators (KPIs), and how their evaluation is critical for the continued functioning and prosperity of a high-performing organisation.
What are KPIs?
KPIs are definable—and therefore measurable—values leveraged by marketers to evaluate success across marketing channels. They demonstrate where improvements should be made—and when initiatives should probably be abandoned. There’s arguably no better way to gauge your business’s ongoing success than by utilising KPIs.
Why are KPIs important?
The decisions executed by your business should always be informed by data, and the numerical results of every action taken as part of your content marketing strategy should be bookmarked for future reference. Not only will this help you maintain or even enhance your results, but it will also help your business engage with a wider audience, generate more leads and ultimately increase conversions.
Useful KPIs in the property sector
When property managers fail to adequately monitor their KPIs, they risk falling victim to unnecessarily lost revenue and denting their bottom line. But these numbers are so easy to investigate when they are accumulated using software and displayed on a dashboard for optimal visual communication. Let’s investigate some of the most common—and most helpful—KPIs you could be leveraging in the property sector.
General marketing KPIs
As a marketing manager for a property brand, there is actually a vast amount of data you can track in order to assess whether your content marketing strategy is effective, and you’re getting the results you’re paying for with time and capital invested.
Cost per acquisition: Explore cost per acquisition across your marketing channels. By determining the channel which provides the most cost effective, high quality leads, you can further leverage and optimise this channel for improved results.
Market share: Are your marketing activities helping you boost your market share? Whether you are increasing your market share with your content marketing activities is a representation of your success.
Conversion rate: How many of your website visitors are becoming customers? This essential metric will point out whether your messaging is on point, or if it needs some further refinement.
SEO for the uninitiated stands for search engine optimisation, and is the process of improving your company’s Google ranking for various search terms and your website content in relation to them.
Metrics from your web pages’ Google Analytics report can help you measure success.
Page time: So you’ve created a killer landing page, but your audience aren’t spending much time on it. Perhaps, the messaging is unclear, or the user experience is poor. Tracking page time across your website can help you work out problem areas which need addressing.
Bounce rate: This measure shows you the number of visitors which navigate away from your website, after only viewing one page. If you have pages with particularly high bounce rates, it’s a symptom that your content isn’t addressing the users’ needs.
Email marketing is an increasingly powerful tool for creating loyal customers. Email automation can be a fantastic way of keeping your brand top of your customers’ minds.
Our smart email welcome series is tailored to your business and can help your sales team improve their conversion rate.
Open rate: Tracking open rates across campaigns is a useful benchmark for tracking the success of an email campaign.
Click through rate: The click through rate – or CTR – metric helps identify if the openers of your email communications are actually carefully reading your messaging and engaging with it. If you see an upsurge in your open rate during an email campaign, it’s worth investigating what element of the content in particular is resonating with your email subscribers.
In paid search marketing there are a number of key metrics which reveal the success of a campaign.
Conversion rate: The average conversion rate for a campaign across sectors is 3.75, while the property sector has an average of 2.47. Conversion rate is the percentage of customers that land on your website from a Google ad campaign and convert.
There are a number of ways to boost your conversion rate. Building better landing pages, with killer copy – that’s where we come in – is one way. Careful segmentation is also essential, this will help you refine and target your chosen keywords, so that they reflect an audience with higher purchase intent.
Social media engagement
Using social media as a property brand manager allows you to track engagement and acquire first-hand perspectives on listings, appraisals and content. Monitor the volume of likes, shares and other social signals on every piece you put out there as part of your overarching content marketing strategy KPIs.
When it comes to KPIs in the property sector, it’s important to use only the data you actually need to collect and can feasibly act on. Don’t be too easily impressed by certain figures, because data such as growth of email subscription lists and total site traffic volume can be misleading—especially if they don’t actually appear to be generating conversions or sales.
The inside track
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We’re here to act as an extension of your brand and help you achieve your goals this year, from boosting your customer conversions to building your brand’s authority and trust. So get in touch to discuss your content marketing strategy.