Every digital marketer understands that publishing articles or blog posts on your website is an excellent way to create content for your SEO strategy and build awareness. On top of that, you also get to connect to your audience on a deeper level.

However, many marketers focus on publishing seasonal content or articles on trending topics, which can drive traffic, but only for a limited time.

According to HubSpot’s State of Marketing Trends Report (2022), 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means publishing fewer blog posts.

But if your content depends on trending topics, how can you create quality content that lasts? Enter evergreen content.

First, let’s be honest; creating evergreen content isn’t a walk in the park. Many marketers have tried creating this type of content on their websites but can’t seem to get the results they need.

So how do you create something that doesn’t age?

In this article, I’ll discuss what evergreen content is, why it is important to have one, and how you can create one that will give you lasting results.

Let’s get started.

Evergreen Content Explained

I’m pretty sure many of you have heard this term many times already, and some of you might have an idea of what it is.

But for those still unfamiliar with it, evergreen content is search engine-optimized content that is relevant all year round and can stay fresh over an even longer period. Some may argue that any content is sustainable, given that it remains published once you upload it to your site.

But evergreen content isn’t just any other content. It continues to be of interest to your target audience even after its publication date, attracting more visitors over time.

The topics used in evergreen content are those that many users will search for at any time of the year, making it an excellent strategy for SEO and content marketing.

This type of content comes in many shapes and sizes. Depending on your products or services, evergreen formats can range from listicles, how-to guides, tips, reviews, and videos. Something to note is that producing these formats doesn’t automatically make your content evergreen.

The main ingredient to making evergreen content is the topic, which should stand the test of time.

To understand this better, let’s look at seasonal content. This type of content contains topics tied to a specific time of the year, a trending item, or even in the news or social media. The hype on these topics usually dies down once enough time is passed.

For instance, marketers often produce content for various holidays like Thanksgiving or Christmas.

Content around these times can often generate traffic, but once the holiday is over, it’s unlikely that level of traffic will continue.

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Why Is It Important to Have Them on Your Website?

It’s no secret that seasonal content can quickly generate a lot of traffic to your site, but it can become irrelevant even quicker as new trends emerge.

Evergreen content can give you lasting results and so much more. Here are some reasons why you should start creating one:

• Great for SEO. Evergreen topics are usually searched, which means your content will likely rank on search engines. On top of that, it will always drive traffic to your site and keep on doing so, especially if it’s high quality.
• Lead magnet. Since you’re showing your expertise through evergreen content, it can encourage visitors to check your product or services. And because it’s relevant all year round, you can use it to attract new leads every time.
• Excellent marketing material. This is one of my favorite benefits of evergreen content. You can promote it repeatedly, making it a versatile marketing tool.
• Add value to you and your customers. Since it answers a common problem that your target audience has, you can help them address their issue. At the same time, the steady traffic it provides can help your website grow.
• Impactful investment. Creating evergreen content takes time. This ensures that you provide high-quality content that will always be interesting to your audience. That’s why it’s an excellent investment by providing significant returns in the future.
• Lasts for years. The idea that evergreen content can last for years ultimately means less work for you. A single high-quality post can give you a real bang for your buck, compared to seasonal ones that only last for a week or, if you’re lucky, a couple of months.

Step-by-Step Guide: Creating Evergreen Content

Now that we’ve established how critical evergreen content is for your digital marketing strategy, it’s time to learn the ropes of creating one that can be impactful for years. Follow these steps to begin:

1. Find a Problem to Solve

For evergreen content to succeed, it should solve a problem your customers face. It doesn’t have to be a major problem, but it’s something that many people may encounter in their lives.

For example, if you sell car parts like tires, one problem many car owners can encounter is changing their tires. You can create an article or a video showing your customers how they can change their tires and how often to rotate them to avoid wear and tear.

Now you’re not only solving their problem but providing extra value!

But I get it that you just don’t magically stumble upon a problem, and you need to put in some work to find the right fit for your website. So here are some steps you can take to find out the best problem you can address in your evergreen content:

• Ask yourself. You know your business well, and you can use this first-hand knowledge to look for pain points your customers are facing.
• Ask your customers. Don’t be afraid to send surveys to your customers. The worst thing that could happen is that they won’t answer it. But the benefits? Learning about their problems and what they expect from your business.
• Check your competition. While some may tell you to copy what your competitors are doing, I think many other opportunities are available to avoid doing this. Instead, check to see what they’re doing so you can understand what works and what doesn’t. From there, it’ll be easier to come up with an idea of what problem you want to solve for your customers.
• Check the internet. The internet is an excellent tool, especially if you know how to take advantage of it. One way is to check frequently asked questions about a particular industry through platforms like Quora and Reddit. You’ll be surprised by what information is waiting for you.

2. Conduct Keyword Research

Since evergreen content is a search-engine-optimized piece, it requires some keyword research to make it as effective as possible. This will also allow you to determine whether the problem you want to solve has merit, and people are actually searching the internet for answers to it.

So how do you go about this?

First, you need to invest in the right tools. While there are numerous tools, like Google Trends and Keyword Surfer, that can provide you with basic keyword research features for free. You might miss out on opportunities that only paid tools can provide. But if you’re not ready to shed some cash, the free versions can also give you valuable insights.

Next, you need to understand what to look for. The monthly search volume is the most important metric you have to check when conducting keyword research. This can tell the potential amount of viewers you can reach with a particular keyword or phrase.

However, note that there is yet to be an actual benchmark on what a healthy monthly search volume is, especially since niches and industries vary in size.

For instance, if you are working on a popular niche like fashion or beauty, you can see that the search volume is high. But a very specific niche, like bass fishing, may have a lower volume. Be sure to only compare different keywords in your niche.

Lastly, use long-tail keyword phrases instead of just keywords. Almost everyone we know uses the internet for answers to just about anything. So, when you optimize your content for longer keyword phrases, you can get their attention easier since it usually focuses on a more specific topic.

Going back to our example on the car parts business, your keyword phrases for tire changing content can include “how long does it take to change tires” or “how often should you change tires.” They also have high search volumes, meaning many people are interested to know the answers to those questions.

3. Create a Topic Using Your Chosen Keywords

Now, let’s go to the fun part. Once you have all the details you need and have collected all the keywords you want to use, it’s time to think of a topic for your evergreen content. To help you out, here are some questions you can ask yourself when coming up with a topic:

• Will it be relevant to your customers after a year?
• Will your customer and potential customers always search for this topic?
• Will it be easy to reshare this topic on various platforms over and over without seeming outdated?

If your answer is all yes, then you found your golden ticket. You can frame this as your working title to see how to structure and position the content and think of any other related topics you might want to touch on along the way.

Important Things to Remember

Creating evergreen content may sound easy, but there are other things you need to consider to make it successful. You already have a topic in mind, and that’s a good start. However, there are other things that you need to remember when you’re putting it all together.

1. Make It Informative

Always remember quality over quantity. While longer blog posts can rank higher in search engines, it’s better to provide value to your audience than the search algorithm. As an example, if you were writing about the benefits of Google My Business software or social media marketing trends, your articles should still give some value to the readers. With this in mind, ensure your evergreen content is as long as it’s supposed to be—no fluff to achieve a particular word count. Your content should be made for humans, not robots.

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2. Don’t Forget the Layout

Even if you have the best evergreen content piece in the world, if it doesn’t have good design and proper formatting, your efforts are put to waste. So, apart from ensuring your content can rank, you must deliver a memorable reading experience.

This will not only build customer trust but can potentially convert visitors to customers.

When it comes to optimizing the layout and design of your evergreen content, make sure that there is enough white space between the paragraphs. This makes it easy for your visitors to consume the content.

Next, don’t put a lot of distractions. If you do, they won’t be able to finish the content and will jump to another page. Lastly, make it visually appealing. You can add relevant images or videos to break walls of text. Just make sure you can get your readers at the end.

Remember, the longer readers stay and read your content, the higher your chances of turning them into qualified leads.

3. Regularly Update Your Content

Just because evergreen content can last for years doesn’t necessarily mean you can just upload it and never touch it again. Since your main goal is to provide information to your customers, you must ensure that those details are updated every time. It doesn’t have to be every week; you just need to ensure that the information is not outdated so you won’t mislead your readers.

You can also use this opportunity to link other website pages from your content. This can help with your overall SEO strategy, especially if the piece generates a lot of traffic. If you have already created evergreen content, here are some things you need to update:

• Data and Statistics
• Quotes
• Screenshots and images
• Titles
• Examples

I don’t recommend adding dates to your evergreen content URL if you can help it(e.g., Best-Apps-for-Video-Editing-2022), as it will quickly become outdated, and your SEO efforts are going to waste every time you change the link.

But if you’re using one in your title, make sure you update that too. You can also use the help of AI writing software to add extra paragraphs and beef up your post a little.

4. Write for Beginners

This may sound counterintuitive, especially if you want to assert your expertise in the field. But people who search for broad topics are usually not experts, so ensure your content can cater to a large audience.

That’s why it’s best to avoid technical jargon. It’s okay to mention it when necessary. Just ensure that you give a brief explanation about it. At the same time, keep your tone conversational. Read your sentences and paragraphs to check if they sound natural.

5. Promote Your Content

Now that you’ve put together your winning content piece, it’s time to put it to work to reach your audience—it just doesn’t automatically give results after you publish it. This is where content promotion comes in.

There are various ways you can promote your content. This can be through social media sites like Facebook or Instagram. You can also promote it via email, especially if you have an extensive mailing list. Or even via guest blogging.

Since this can stand the test of time, you can promote it repeatedly, which is perfect for times when you just don’t know what to post.

Conclusion

Before evergreen content can give you the desired results, you must ensure that Google knows your site exists. If not, then you should index your site first and then work from there.

Creating evergreen content that lasts requires a lot of work, and you should be willing to do it. By following these practices I’ve shared, you can make an effective piece to drive ongoing growth to your site.

The results may not be quick, but if you do things right, you’ll reap the benefits far longer than you think.

The post How to Create Evergreen Content That Generates Traffic to Your Site appeared first on DigitalMarketer.

Social media is a great way to generate traffic and brand awareness but it is not so easy for instant conversions or lead generation.

Inherently, social media platforms are tough for marketing because people use social media to get entertained and distracted from work. They may not be too willing to think about their business, even if they are decision makers.

Here are a few ways to drive traffic and convert it into conversions, sales and leads from your social media channels.

1. Set up your social media profiles

This is a fundamental step a surprising number of businesses are missing: Make sure your social media profile provides a clear way to learn more about your company, read clients’ testimonials and contact you.

Instagram

Instagram bio allows a single clickable link, so it is a bit limiting, especially if you want to highlight several products or link to your other social media channels. Yet, there are tools that allow you to easily create social-media-friendly landing pages that are well branded and engaging, for free.

Link In Bio by Lightricks is a free tool that helps you maximize your bio by letting you create a beautiful, easily customized, and mobile-friendly landing page to promote whatever links make the most sense at a given moment – campaign-specific content, seasonal offers, more social profiles, a newsletter signup, etc.

Linkedin

When it comes to B2B, Linkedin is one of the best social media platforms to utilize. Yet, while most businesses have at least some Linkedin presence, they take surprisingly little care about what their profiles look like there.

For company profiles

• Set up your custom URL
• Add a detailed description
• Add your logo and header image
• Create a custom button (i.e. your CTA to direct people to your lead generation form)

For employees’ profiles

Those of your customer-facing employees (like sales people, customer support team, outreach agents) should have:

• A real and professional profile picture
• Job description
• A business email address for people to be able to get in touch

Twitter

Like Instagram, Twitter doesn’t give a ton of options as to modifying your business or personal profile page. You can add a profile picture, a header image, a short description and a link. You can use the same Link In Bio link here as you use on Instagram to allow your prospects to choose how they want to engage back with your business or its representatives.

2. Foster brand recognition

A recognizable brand is a long-term asset that will make any aspect of your brand easier, from organic rankings to lead generation, and social media is one of the most effective tools to build your brand.

They say, one needs to see something at least 8 times to remember it, so make sure you do a lot on social media, across multiple channels, to pop up in your target customers’ feeds again and again, until they remember you.

Plenty of your prospective customers will encounter you in various channels. They’ll see your posts on Twitter and Facebook, and see your Instagram updates, and if your content is inconsistent, it will muddy their impression of you. Keep things clear, and your brand will benefit.

If you are still planning to launch your platform and working on creating a digital marketing strategy, make sure to find a brand name that is available across several social media channels. Namify is a tool that will help you with that step:

From there, make sure your social media profiles match your brand identity, and your content has some brand-driven elements as well.

For visuals, Venngage offers “My Brand Kit” where you can save all your brand identity visual elements to easily apply it to the image content you create. 

With tools like these, every piece of content that gets published on your social media profiles will remind people of your brand building awareness and recognition. It takes time to build your brand, but focusing on engaging your social media audience will soon start making a difference.

Creating a recognizable brand benefits both SEO and sales, and social media is one of the best tools to do that.

Social media is a colorful, inviting place. It revolves around images, art, and innovation. As such, it’s important that you steer into this creative focus with your own company’s content. You can do this in multiple ways, such as:

• Creating quality content: If you quickly snap a photo and slap it up on your Instagram account, no one is going to notice it. However, carefully thought out images that are designed to stand out can help you attract attention in a very saturated marketplace. Use bright colors, interesting backgrounds, and above all, be purposeful.
• Look for unique approaches to your content: Everyone’s taken a picture of a freshly brewed cup of coffee. At this point, it screams mundane. What if you’re the one company that posts a picture of an employee doused in cold brew, though? In other words, if you can find a unique angle to promote your products and services, it will help you cut through all of the white noise.
• Inspire users to be creative: Sometimes you need synergy to keep the creative fires lit. For instance, if you have a brewery, make a one-of-a-kind coaster for your brand. Then, encourage people who visit your location to create user-generated content by snapping a picture of the coaster and posting it on Instagram — after tagging you, of course.

Regardless of the specifics, if you look for ways to be creative, you’ll be far more successful in generating organic attention on your Instagram profile.

To that end, you should create a varied content calendar (and line up helpful tools) to steer your content-production efforts for the next year or so. It doesn’t need to be complete, and you should leave gaps for spur-of-the-moment work, but it should encompass the general topics you want to address plus the audiences you’re trying to reach with them.

Social media users are attracted to personality, spirit, enthusiasm, and humor. You’re trying to win them over with your brand, and if you seem boring or generic, that won’t happen. You can’t be lax, of course (there are major risks to veering away from your brand guidelines), but you can be informal.

3. Locate Your Target Audience

The economy of effort is hugely important in social media marketing. Even with powerful tools on your side, you can’t be everywhere at once (and if you could, it would prove counterproductive through making your brand seem intrusive). You need to find your prospective buyers so you can do whatever you can to target them specifically.

Awario will help enormously with this task, but it will still require a lot of manual effort. You’ll need to get involved in conversations, looking very closely at the exchanges taking place to discern how much value there would be in targeting them (for instance, rooting through a subreddit to gauge how heavily the users spend).

If you don’t know where you’re trying to sell, then your effort will all be arbitrary, and much of it will achieve nothing. You’ll also struggle to cater your messages as required. Accordingly, you should take as long as you need for this step, and only proceed to the next when you’re entirely confident that you know what you need to do.

Think about the companies that thrive on social media, and look into how they participate in conversations. Find the elements you like, and emulate them. It’s all about nailing down the fundamental limitations on your social selling so that everything beyond that can be creative.

4. Identify people behind companies

B2B is all about businesses selling to businesses but in reality those are still decisions and transactions made by real people. The best way to sell your product to a company is to reach out to people behind that company. 

When working on your lead list, make sure to keep record of:

• Company’s official social media profiles
• People who work for that company and their roles

Both Linkedin and Twitter can help you with the latter: You can find real people who may be decision makers (or may influence decision makers) and connect to those making either or both of the platforms.

On Linkedin

Navigate to your target company’s page and find your common connections with that page. If you or your sales-reps have well-connected Instagram account, you are likely to have some second-tier connections:

On Twitter

Create an account at Followerwonk and search for your target company’s handle. Make sure you select the “Search Twitter bios only” option. This will filter all the results to those profiles that mention that business name in the bio (so they are likely to be working there or have been working there in the past).

Reaching out to those people…

Once you know people behind your target company, follow them and identify some additional ways to reach out. Most of those people will link to their personal websites where you can find contact forms as well as maintain several active social media profiles.

Connecting on a personal level will help you get to know your target company and its decision makers more, and get a better response rate.

Finally, while it’s important that you create a buzz for your business online, often the work is already done for you. Take user-generated content as an example. While some content of this nature can come from deliberate marketing efforts such as working with influencers, a large portion of user-generated content begins naturally, and it is nearly always started by users who don’t follow your company on social media yet.

When you search for conversations on social media where users have tagged your brand, it can provide the perfect opportunity to organically jump into the conversation. Whether you’re addressing a concern or showing appreciation for a complement, tracking down brand conversations and using them to engage with potential new customers is a great way to stir up organic conversations for your business on Instagram.

5. Invest in retargeting ads

Finally, social media ads may not work that well in B2B, but using those social media ads to retarget to those prospects who already visited your site is a great way to get those prospects converted into leads.

Installing Facebook’s tracking pixel is pretty easy and you will start accumulating your data right away. Likewise, Linkedin offers a retargeting option as well.

Make sure you have a well set-up, mobile-friendly and fast-loading product page when you invest in social media advertising. Speed optimization tools can be of big help here.

When investing in retargeting ads, make sure to segment your audience to better personalize their experience. You can remarket to people who visited a certain page or performed a certain action (e.g. abandoned their cart).

This way you can match your ad to their previous engagement with the site and personalize their on-site experience. Remarketing is more effective if you:

• Shorten your sales funnel (to eliminate any barriers)
• Set up additional conversion funnels (e.g. free demo or a free download).

Look for ways to experiment and diversify your call-to-action and lead generation process. There may already be a lot of opportunities in your niche.

Conclusion

Social media can be a great lead generation channel which can drive direct conversions as well as act as a supplemental tool for your lead generation efforts. It takes a strategic approach for it to work though:

• Agreement that this is important
• Allocating dedicated time, resources and budget
• Openness to getting outside help or training
• Including it as an agenda item in key meetings
• Integrating it with other marketing initiatives
• Having articulated goals for the social media efforts
• Allowing for experimentation, creativity and failures
• Accepting the possibility of some negative consequences (e.g. visible complaints, the occasional online faux pas)
• Tracking activities and results

Ensure that everyone is on the same page. A large social media marketing campaign needs a lot of people working on it, and everyone needs to know about your guidelines. If you let someone post without reading and agreeing to them, you’re asking for trouble.

It takes time to find best-working tools and tactics but with enough consistency you will see it work. Good luck!

The post How to Drive More Traffic and Conversions from Social Media appeared first on DigitalMarketer.

SEO isn’t as technical as it used to be. That’s the good news. 

The bad news is, you still can’t ignore it and think you’re going to land on the first page of the SERPs (search engine results pages).

So what’s a small business owner like you supposed to do? Well, DigitalMarketer Certified Partner, Jena Apgar, wants to help you dial in your SEO so you can make the phones ring. In this video she covers: 

The 4 Basic Pillars of SEO for your website.

Pillar 1: Social Media

Pillar 2: On Site Tech

Pillar 3: Traffic

Pillar 4: Quality Content

In this video:

• How often should you post on social media to get backlinks? 1:45-2:16
• On-site SEO elements you need to add to rank higher. 2:45-3:00
• How Google knows to send people to your website. 3:11-3:16
• You CAN’T do this and expect to get traffic or sales. 3:50-4:00

Resources:

Beat the Competition: Get Good at Ranking https://www.digitalmarketer.com/certifications/search-marketing-mastery/

Not a Marketer? This might help… https://www.digitalmarketer.com/workshop/profitable-marketing-for-people-who-arent-marketers-yet/

Feeling Confident? Now dive into this… https://www.digitalmarketer.com/blog/picking-seo-keywords-guide/

The post Mastering SEO with Jena Apgar [VIDEO] appeared first on DigitalMarketer.

If you are having a hard time getting leads and conversions from your social media marketing right now, then you want to watch this video where Kris Krohn goes over:

1. Which social media channels YOU should use based on your business
2. How to know what kind of content to create to generate organic views
3. How much content you should put out each week (without killing yourself) and,
4. His top tip for taking off on social media

Kris went from relative obscurity to celebrity-level status (and an 8-figure business) really quickly all on social media marketing…and without spending a dime on ads.

The post How to get free leads and sales with social [VIDEO] appeared first on DigitalMarketer.

Our very own Cydney D’Costa shares knowledge we’ve gathered from years of experience and countless hours serving clients. Prove to your clients their money and business are in good hands and that you’re invested in their success by sharing these foundational metrics with them: 

1. Traffic
2. Engagement
3. Subscribers
4. Customers
5. Customer Lifetime Value

Learn the right data to collect and how to interpret it to help clients see what’s going on and why your services are so valuable. 

In this video:

• Engagement Metrics to Keep a Close Eye On: 1:30 – 1:41
• The Most Common Mistake People Make on Social Media 1:53 – 2:05
• How to WOW Agency Clients & Stand Out From the Crowd 2:56 – 3:15 
• The Magic Zone for Marketers and Businesses 4:25 – 4:31

Download the Customer Value Journey aka Super-charged Sales Funnel https://www.digitalmarketer.com/ebooks/1-page-marketing-blueprint-download/

Hire a Certified Partner and Put Your Business in Good Hands https://www.digitalmarketer.com/find-a-certified-partner/

Agency Owners: Learn Our Proven System for Taking Your Agency to the Next Level https://www.digitalmarketer.com/blog/customer-value-optimization/

The post Building a Successful Business: 5 Foundational Metrics [VIDEO] appeared first on DigitalMarketer.

Your marketing clients are just like you.

As a marketing consultant or agency owner, you want to see:

1. More traffic
2. More engagement
3. More subscribers
4. More customers
5. Higher customer lifetime value

These metrics are the foundations of a successful business (whether it’s a marketing agency or an ecommerce drop shipping business). If you don’t have traffic, you won’t have customers. And if you don’t focus on your customer lifetime value, you won’t have a sustainable business model.

This is exactly why these are the metrics your marketing clients want to see. They want to know you’re increasing their brand awareness and marketing to their customers after the first sale. Because that’s how you build a long-term relationship with the brands you work with and create a marketing consultancy that makes people ask, “How the heck did you pull that off?!”

And it all starts with focusing on these 5 metrics and sharing them with your clients.

#1: Traffic

Every marketing client wants to look at their Google Analytics dashboard and see that beautiful up and to the right line that signifies they’re getting more traffic than ever before. Traffic is a huge part of marketing because it leads to the first stage of the Customer Value Journey, Awareness. 

People can’t buy your client’s products if they don’t know their products exist! With increased traffic, more people see their brand. The more people that see their brand, the more people can buy their products.

Just like 1+1 = 2, more traffic leads to more customers. Well, as long as you’re making sure to attract the right kind of traffic. Not only can you show your clients their increased traffic to social media (impressions) or their website (through Google Analytics), but you can also show them the demographics behind this traffic. This shows that these aren’t random people who *might* be interested in buying their products. These visitors are their customer avatar, which means they can quickly turn into customers with the right funnel. 

Here are a few traffic metrics to share with your clients:

• Impressions on social media
• Demographics on social media
• Traffic on Google Analytics
• Demographics on Google Analytics

#2: Engagement

Engagement is the number of likes, comments, shares, and interactions people have with your content. For example, if someone comments on your Instagram post—that’s engagement. If they read your blog post—that’s engagement. If they reply like your tweet—that’s engagement.

And that’s the start of turning a viewer into a customer. Like the Customer Value Journey outlines, the first step in the customer journey is awareness. It’s the moment someone finds out your brand and products exist. It’s a crucial moment, but what’s even more important is what comes afterward… 

…the first time someone actively engages with your brand. 

Engage is the second stage of the Customer Value Journey. It’s so important because it’s like this person just raised their hand and said, “You have products that help me solve one of my problems!” 

Your marketing clients want to see engagement because that tells them you’re doing your job as a marketer. You’re increasing brand awareness to the right people, who are now engaging with their brand so they can move to the next steps of the Customer Value Journey, Subscription, Conversion, Excitement, Ascension, Promotor, and Ambassador.

Here are a few engagement metrics to share with your clients:

• Increased social media engagement per post and on average
• Decreased bounce rate
• Longer time spent on page
• Heat maps of sales and product pages

#3: Subscribers

With traffic and engagement comes subscribers (if you’ve properly built out your marketing funnel!). Your goal as a marketer is to turn traffic into subscribers, building a deeper relationship between brand and customer avatar. You never want to house your audience on someone else’s platform, like Facebook or Google. You want to take your social media or website visitors and add them to your email list as soon as you can.

This is stage 3 of the Customer Value Journey and usually comes alongside a lead magnet freebie that people opt-in for. For example, you could give away a free webinar or a discount on commerce products. 

Your clients want to see that traffic and engagement have a predictable ROI. That predictable ROI comes from knowing, for example, 1% of their subscribers convert. Based on the average number of people subscribing per day, you can predict how many customers and how much revenue they’ll make.

Just like you want your marketing consultancy or agency to have a predictable income, your clients want the same thing, too.

Here are a few subscriber metrics to share with your clients:

• The average number of subscribers per day/week/month
• The average percentage of subscribers becoming customers
• Open rate
• Click-through rate

#4: Customers

This is the metric you probably didn’t need us to tell you about. Of course, your marketing clients want to see more customers! More customers mean they’re getting an ROI from your services. Understandably, this is really important for your clients. They want to see the numbers that prove their money is in good hands.

As a marketing consultant or agency, transparency around these numbers is a huge part of having a healthy, long-term relationship with your clients. Putting together SOPs that help your employees and contractors keep clients in “the know” is worth your time.

And remember—your clients are business owners (or executives). They’ve put their heart, soul, blood, sweat, AND tears into this business. They’ve dedicated late nights and early mornings. They’ve probably missed some pretty important events in their friend’s and family’s lives. This business means a lot to them, and getting to see more customers buying is special.

Make it a special moment for them by creating milestones to celebrate. For example, when they reach 1,000 customers, send them a gift or make sure to take the time to acknowledge it. Or, you can send gifts at certain revenue goals, like their first $500,000. 

Here are a few customer metrics to share with your clients:

• The average number of customers per day/week/month
• The percent increase in customers since you started working with them
• The daily/weekly/monthly revenue 
• Specific milestones (number of customers or revenue generated)

#5: Customer lifetime value

After someone becomes a customer, the marketing doesn’t stop. Conversion isn’t the last stage of the Customer Value Journey for a reason. There are FOUR more stages after it! Conversion is the halfway point of the Customer Value Journey, and there’s a lot that happens afterward.

When someone purchases a product, it’s time to get them excited (stage 5 of the Customer Value Journey). This excitement stage isn’t about upsells. It’s about showing them that they made the right decision by buying from you. This can be an unexpected free training, discount code, or stickers inside their ecommerce package.

Excitement leads to ascension (stage 6 of the Customer Value Journey). In ascension, your customer goes from buying your low-tier or middle-tier package to your highest (or one of your higher) tier packages. At DigitalMarketer, this is when someone goes from being a Lab member to becoming a Certified Partner or buying a ticket to Traffic & Conversion Summit. 

Think of ascension as the ladder that takes your revenue from “Awesome!” to “Holy crap!” This is where you increase customer lifetime value and turn your client’s brand into a long-term, sustainable business. When the funnels are in place to turn first-time customers into multiple-purchasing customers (and eventually raving fans of your brand and products), you’re in the magic zone.

Here are a few customer lifetime metrics to share with your clients:

• The average customer lifetime value (LTV)
• The LTV before and after you started working with this client
• The percentage increase in LTV

How To Get Rehired Again, and Again, and Again

Clients are happy to outsource their marketing to your consultancy or agency. Marketing is a lot of work (you know this as a business owner!), and it’s monumentally easier to have somebody else do it for you. It’s even easier to have the person who’s already doing your marketing…keep doing it.

That’s why you want to show your marketing clients these 5 metrics:

1. Traffic
2. Engagement
3. Subscribers
4. Customers
5. Customer lifetime value

These are the metrics telling your clients that you’re increasing their brand awareness, qualifying leads, and ensuring they don’t build their business on someone else’s platform. They show an ROI when you turn those subscribers into customers and increase their customer lifetime value.

Wouldn’t you want to keep working with the marketer who did this for your company?

The answer is a big, obvious YES.

And with these metrics, that marketer can be you.

The post The 5 Metrics Every Marketing Client Wants to See appeared first on DigitalMarketer.