As mentioned in my previous blog, Why We Love Metrics (And You Should, Too!), I am back to talk more about metrics! In case you missed it, metrics can provide associations with a valuable measuring tool to gain member insight for future action and implementation. Metrics can measure progress, quality, efficiency, performances, and more. In order to group metrics and turn them into insights, a framework gives a baseline on how to do so. The framework goes as follows; awareness, participation, engagement, advocacy. This gives organizations the ability to track and nurture users and better understand how they are interacting, and therefore, how to respond in an appropriate manner.

Metrics are a key component of data-driven marketing as they provide a standard and consistent way to measure, understand, and track marketing data and results. They track key performances, progress, quality, efficacy, efficiency, and more. When measuring metrics it is important to establish a baseline in order to effectively analyze the information you are gathering. In order to measure effectiveness and growth, a baseline must be in place to do so. It is also important to measure consistently. Most associations measure monthly or quarterly, looking for insights, patterns, outliers, and more. Another key part of metrics is identifying a KPI, or a key performance indicator. KPI’s demonstrate growth and opportunity, as well as success. KPI’s can reflect goals, number of views, values of data, and more.

In the digital landscape today, the shift from outbound to inbound marketing has proved incredibly successful for associations nationwide that have adopted this engaging and thoughtful methodology of marketing automation. Inbound marketing is a strategy focused on attracting consumers through online content, SEO, thoughtful interactions, landing pages, social media, and more. It uses forms of pull marketing and functions as entirely permission based, allowing users to come to a specific product or service – whereas outbound is focused on pushing and fighting for users' attention. By generating relevant content to specific personas at a specific time, inbound marketing has revenue generating capabilities, builds greater trust among consumers, all while providing content catered to their specific needs and wants.