Tracking key performance indicators (KPIs) isn’t the most exciting part of a marketer’s job, but it is absolutely essential. If you’re not doing it, you won’t be able to pinpoint what is and isn’t working, and consequently you won’t be able to improve your strategy.

Leads, sales and growth are obviously important KPI metrics you’ll want to measure. But besides these, what other data should you consider?

  1. Social media demographics

Chances are you have a specific target audience in mind when posting content on social media – that is, people of a specific location, age group, gender and so on. But you might be surprised to find that your content actually appeals to potential customers you thought wouldn’t be interested.

Unless you are tracking your social media demographics, you may miss out on new market opportunities. For instance, you may have a lot of Facebook fans who live in the next city and are spreading word about your product. This presents an opportunity for you to expand into a market you’re not currently targeting.

  1. Mobile performance

Well, mobile is the future. And the future is now. The chance that majority of your target audience aren’t accessing your content on a mobile device is vanishingly small, so making the experience a good one is absolutely a must.

To check how your mobile marketing activities are performing, make sure to optimise your content by tracking leads, traffic, conversions, engagement and other app metrics.

  1. Inbound marketing ROI

Tracking your ROI is the easiest way to determine whether your inbound marketing dollars are working hard for you. The data from this KPI efforts activities like blogging, social media campaigns, videos and backlinks.

If those activities aren’t producing results or helping your bottom line, you can do better by diverting some of your marketing spend into the strategies that work. This way, you don’t waste your time on useless tactics, and instead you can capitalise more on activities that give high ROI. In addition, this helps to keep your momentum going and makes your processes more efficient.

  1. Visual content engagement

Visuals are a powerful medium for telling your brand story and ramping up the engagement with your content, especially on social media.

If you are using several types of visual content (which you should), you’ll want to track how well each different kind performs best and on which site. This way you can tailor how your content marketing strategy accordingly and deliver the kind of visual elements your audience likes. For instance, your Facebook fans may like videos or memes while your LinkedIn audience may like slide decks and charts. When you put out more of what your audience wants, you will definitely get them hooked and probably even attract other like-minded followers.

  1. Customer service

With social media and business review sites, it is now easier for customers to share their grievances or negatives experiences with a brand. While receiving complaints is normal for any type of business, those issues must not be left unresolved – especially with thousands of other fans or followers knowing about it.

How you approach these issues and reach out to customers who complained will make or break your reputation. So you have to address them and offer a solution quickly. In order to do so, you have to collect data on where most complaints are coming from to make sure the busiest channels are well-monitored and manned appropriately.

Tracking these KPI metrics may take more of your time, but it’s well worth it. It’s a highly competitive world out there, so you really can’t afford to make mistakes or lose out on opportunities for growing your leads and your bottom line.