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How to Evaluate the Performance of a Digital Marketing Company

Three digital marketing agencies located in Mumbai, Bangalore, and New Jersey, with an open laptop displaying a KPI checklist on a yellow background

Honestly speaking, these days, if your business is not online, it’s like having a shop with the shutters down. The competition is fierce, no matter if you are a bustling start-up in Bangalore or a family-run jeweller in New Jersey.

However, going digital is only half the battle. You need a good digital marketing agency by your side, one that makes sure your business is seen by the right people. But with so many agencies out there, all promising the moon and stars, how do you pick the right one?

The answer is: By understanding digital marketing agency KPIs. By understanding these KPIs, you can evaluate a digital marketing company’s performance and measure its digital marketing success, ensuring they are delivering on its promises.

In this blog, we are going to break down the KPIs nicely and simply. Let’s get started.

Table of Contents

  1. What are Digital Marketing Company’s KPIs?
  2. How to Choose the Right KPIs?
  3. KPIs for Different Cities: Tailor Your Approach
  4. Conclusion
  5. Frequently Asked Questions

What are Digital Marketing Company’s KPIs?

KPIs, or Key Performance Indicators, are basically a fancy way of saying “measurable markers of success.” For a digital marketing company, there can be various KPIs to check the effectiveness and success of the company. Some of them are:

1. CRO (Conversion Rate Optimisation)

It is the percentage of visitors who take a desired action on the agency’s website such as making a purchase or filling out a form.

2. Organic Traffic

It refers to the visitors who come to your website through unpaid search results. It’s a key indicator of the effectiveness of the agency’s SEO efforts. Higher organic traffic means more people are finding their site through search engines like Google, which means increased visibility and potential customers.

3. Domain Authority

It is a score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). It ranges from 1 to 100, with higher scores indicating the agency’s ability to rank.

4. SEO

Search Engine Optimisation (SEO) means optimising your website to improve its visibility on search engines. If you search for a digital marketing agency and their website appears in the top 5 results without running ads, it means they are doing good SEO and their SEO strategy is working. This is a good sign that they can also help your business website achieve high rankings.

5. Keyword rankings

It tracks your website’s position for specific keywords on search engines. Higher rankings for relevant keywords mean more visibility and traffic from users searching for those terms. This KPI indicates the success of the company’s SEO strategies in targeting the right keywords and optimising content effectively.

6. Website Traffic

Measures the total number of visitors on your site. High website traffic suggests that the company’s digital marketing efforts are successful in attracting a broad audience.

7. Cost per acquisition

It calculates the cost of acquiring a new customer.. A lower CPA indicates that the digital marketing company’s marketing campaigns are cost-effective.

8. Leads

They are potential customers who have shown interest in the digital marketing company’s services by providing their contact information. The number of leads generated reflects the effectiveness of their marketing strategies in capturing interest and driving potential customers through the sales funnel.

9. Social media engagement

It measures the interactions with the content created by them on social media platforms, such as likes, shares, comments and clicks. High engagement rates show that their content resonates with the audience.

10. Impressions

Refers to the number of times the digital marketing company’s content is displayed, regardless of whether it is clicked. This KPI helps measure the reach of their marketing campaigns. High impressions indicate that their content is being seen by a large audience, increasing brand awareness and the potential for future engagement.

How to Choose the Right KPIs?

Choosing the right digital marketing agency KPIs depends on your specific business goals and location. It’s not a one-size-fits-all situation. For example, you are a funky clothing boutique owner in Mumbai. Your focus might be on driving traffic to your online store and generating sales. So, website traffic and conversion rates would be key KPIs for you.
On the other hand, if you are a digital marketing agency in New Jersey specialising in legal services, your goals might be a bit different. You might be more interested in brand awareness and lead generation
You need to find an agency that understands your unique needs and can tailor their strategy accordingly.
Here are some questions to ask yourself:

  • What are my overall business goals? (Increase brand awareness? Drive sales online? Generate leads?)
  • Who is my target audience? (Young professionals? Families? Tech enthusiasts?)
  • What are the digital marketing trends in my industry and location?

KPIs for Different Cities: Tailor Your Approach

We have established that KPIs can vary depending on your location. Let’s look in detail and explore some specific KPIs for digital marketing agencies in Mumbai, Bangalore and New Jersey:

1. Mumbai

Website Traffic

Important, but not the top priority. Mumbai’s audience is highly engaged on social media, so driving traffic from these platforms is crucial.

Social Media Engagement

Track metrics like likes, comments, shares and brand mentions across relevant platforms like Instagram, Facebook and WhatsApp. A digital marketing agency in Mumbai can help you keep track of the numbers. Aim for a steady increase in engagement over time.

Conversion Rate

While website traffic might not be the main focus, monitor the conversion rate (visitors who take a desired action) on key landing pages. This could be signing up for a newsletter, making a purchase or contacting the business.

Brand Awareness

Track brand mentions, social media sentiment analysis and website referral traffic to gauge brand recognition.

2. Bangalore

Website Traffic

In Bangalore, where tech-savvy consumers rely heavily on online research, website traffic is a key performance indicator. Collaborate with a digital marketing agency in Bangalore that focuses on organic traffic generated through SEO efforts and paid search campaigns.

Lead Generation

For many businesses in Bangalore, generating qualified leads is paramount. Track the number of leads captured through website forms, email sign-ups or social media inquiries.

Content Marketing Performance

Monitor content engagement metrics like website time spent, content downloads and social shares of blog posts or articles. High-quality content attracts qualified leads and establishes thought leadership.

Cost per Lead (CPL)

Track the cost associated with acquiring each lead. This helps you understand the efficiency of your digital marketing campaigns.

3. New Jersey

Search Engine Optimisation (SEO)

Organic website traffic from targeted keywords is crucial in New Jersey’s competitive digital landscape. Track keyword rankings, organic traffic growth and conversions generated from organic searches.

Return on Ad Spend (ROAS)

For many businesses in New Jersey, paid advertising on platforms like Google Ads or social media can be a significant investment. Track ROAS to ensure your advertising campaigns are delivering a positive return.

Website Conversion Rate

Optimising your website for conversions is essential. Track conversion rates for different actions like contact form submissions, product purchases or quote requests.

Brand Reputation Management

Monitor online reviews, brand mentions and social media sentiment to ensure a positive brand image.

Conclusion

These are just a starting point. The most important KPIs will depend on your specific business goals and target audience within each city. While KPIs are important, don’t get stuck solely on numbers. Consider the agency’s overall approach, their communication style and their track record with similar businesses.
With a bit of know-how and the right questions, you can evaluate a digital marketing company’s performance and choose a partner that will help your business thrive online, no matter your location. Contact our digital marketing agency at hello@florafountain.com and discuss your unique business goals with us. We will help you tailor the KPIs accordingly.

Frequently Asked Questions

Start by identifying your main business goals. Do you want to increase brand awareness, drive online sales or generate leads? Once you know your goals, you can choose a few key KPIs that directly relate to them. For example, if brand awareness is your priority, focus on social media engagement metrics like likes and shares.
Building a successful digital marketing strategy takes time and consistent effort. While you might see some initial results quickly, significant improvements often take months. Focus on long-term trends and make adjustments to your strategy as needed based on your data.
Regular communication is key to a successful partnership. Schedule regular meetings with your agency to discuss progress, review KPIs and address any concerns. Additionally, feel free to reach out between meetings with questions or updates on your end.

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. He is a seasoned professional with an MBA in marketing and over a decade of experience working with multiple MNCs. Vasim is a firm believer in the power of creation and he is...

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