The document discusses key metrics for measuring online marketing success, namely goals, events, and variables that track what makes money rather than superficial metrics like followers or page rank. It recommends analyzing content performance with goals in mind, looking for outliers with less traffic but high conversions, and identifying successful keywords and content to build upon. Social sharing should only be prioritized if it directly leads to conversions. The best approach is to use metrics to determine what should be written and promoted across social media and other channels to generate leads and sales.

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The Metrics that Matter
Jon Henshaw
Raven

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Guess what doesn’t matter?

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How many Twitter followers you
have

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How many people liked your page

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Your PageRank

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How many links you’ve built

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The only thing that matters
is what makes you money

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The best way to know that is to
use goals, events and variables

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http://clck.io/conversions
http://clck.io/events
http://clck.io/variables

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Get everyone on the same page

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Analyze content with goals

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Popular doesn’t equal conversions

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Don’t discount unrelated,
because it may be a money maker

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Turn successes into tactics

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Look for the outliers:
less traffic but high conversions

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Use GWT Search Queries data

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Analyze impressions, clicks, CTR
and average position

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Identify keywords and content
that convert and then
build off those successes

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Social sharing doesn’t matter.
Social sharing that converts does.

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Landing Pages + Goals +
Adv Segment (social source)
tells you what you should be
writing and tweeting to make money

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Events + Advanced Segment
(social source)
can tell you how many people
filled out your lead forms and
which landing pages worked best

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Referrals + Goals = Opportunity
Build relationships with the
Sites that bring exposure and convert

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Smart Link Building
Old approach: Influence SERPs
New approach: Drive Exposure,
traffic and conversions

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Traffic + Goals + Built Links
Build on those wins and make
yourself look brilliant to your clients

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Bam!