Are you wondering, “How should I set KPIs for
owned media
?”
Setting goals and KPIs is important even for owned media. However, with owned media that takes a long time to convert, even if you set KPIs, it tends to be impossible to achieve them.
This article introduces the appropriate KPIs to set for each phase of owned media.
What are the KPIs of owned media?
KPI is an abbreviation for “Key Performance Indicator” and is translated as “Key Performance Indicator”.
By selecting and observing fixed-point indicators that are important to achieving your goals, you can check your performance toward achieving your goals. Setting goals and KPIs is important even for owned media.
When setting KPIs, it is important to avoid complexity. If KPIs are complex, the person in charge may not be aware of them.
To this end, be careful not to have too many KPIs.
3 to 5 is considered appropriate. When managing multiple KPIs, separating the responsibilities is an effective way to ensure that the KPIs are achieved.
First, set a goal
Even in the case of owned media, as with any other marketing strategy, it is important to set a “goal” first.
This is because only after setting a goal can you set KPIs to achieve that goal.
In the case of BtoB, the goal of owned media is
・Brand recognition
・Lead acquisition
・Contract
You will most likely choose something like.
We recommend choosing multiple goals depending on the stage of your customer.
In the above example, appropriate goals would be “brand awareness” and “lead acquisition” for potential customers, and “contract” for prospective customers.
When it comes to owned media, it is important not to try to achieve your goals too quickly.
When operating owned media, it is important not to try to achieve your goals too quickly. Owned media takes a long time to convert.
Owned media, unlike advertisements, takes the form of allowing users to find it themselves through natural search.
It takes more than half a year from the time you launch your site for it to rank high on search pages.
It may take about a year for repeat visitors to become interested in your company or product and convert.
When launching owned media, it is expected that it will take 1 to 2 years before conversions can be obtained.
・Start-up period (around 1 year from start-up)
・Establishment period (about 6 months to 2 years)
・Utilization period (from 1 year)
It is important to set KPIs for each phase.
Appropriate KPIs for the startup period (~1 year)
Don’t ask for conversions within the first year of launching your site.
Rather than seeking conversions, you need to get people to see your site.
Therefore, we will set KPIs that can evaluate “customer attraction”.
Specifically, the indicators are as follows.
・Search ranking for target keywords
・Number of page views (number of times a page on the site was viewed)
・Number of new unique users (number of new users)
・Number of shares on SNS
The most important thing about owned media is that it meets the needs of users who come in through natural search.
During the startup period, it is important to create content that is convenient for users and aim to have them visit your site.
Appropriate KPIs for the establishment period (6 months to 2 years)
If you manage your site properly, you should be able to get high rankings in searches for your target keywords about six months after launch.
Even if you publish a new article, you will be able to rank it relatively easily.
Once you reach this phase, your next goal is to get users to view your site again and again.
In that case, the appropriate KPI would be:
– Retention rate (probability that users will visit the site again)
– Duration of stay (average time a user spends on a certain web page)
・Number of transitions (average number of times a user moves to another page without leaving a web page)
・View rate (average number of times one user views a page on the site)
In order to increase the retention rate and length of stay, it can be said that the only way to increase the quality of the content is to improve the quality of the content.
In order to increase the number of transitions and migration rate,
・Create internal links to other pages
・Make internal links stand out using buttons, banners, etc.
Measures such as these are effective.
Appropriate KPIs for the utilization period (1 year and up)
Once a sufficient number of users come in from natural search and SNS, repeat visits increase, and you can acquire fans, you can finally start thinking about getting conversions.
Conversion is for BtoB sites,
・E-mail magazine registration
・White paper download
And so on.
In order to obtain conversions, it is important to carefully approach the user according to their attributes, interests, level of consideration, etc.
However, even at this stage, be careful not to end up with only pages that have a strong advertising theme.
When it comes to owned media, it is important to put user convenience first.
summary
◆ KPIs for owned media are performance evaluation indicators that are important for achieving goals ◆ It is important for owned media not to achieve the set goals too quickly ◆ KPIs for owned media are performance indicators that are important for achieving goals. Set for each phase: period, establishment period, utilization period