The purchasing funnel has long been a place 
where sales and marketing folks come to odds with each other. Depending on which side of the fence you're speaking with, each team contributes to the detriment or success of the funnel's fulfillment. Although the sales and marketing teams of companies are quite intertwined, they typically speak very different languages.
It wasn't until the revolution of the 4 Rs that these two teams could finally find a way to make their metrics make magic on a common level of understanding.
So, what are these Rs, you ask?
Thanks to Problogger.com (and with a little support from Nielsen), here are four funnel-filling factors you'll want to have a firm grasp on before you embark on your next sales and marketing campaign, and we've added one more for good measure:
- Reach. How many people are reading your blog?
If you don't know how many people are reading your posts, you can't really do much else with your marketing metrics. A generation ago or so, this number would depend on how many people purchased the paper where your writing was published. These days, digital technology allows you to see how many people pass your article along to someone else, expanding your overall reach.
By examining reach metrics, you can learn more about who's reading your content when and with which devices.
- Resonance. Does your message have meaning to your readers?
Engagement is essential if you want to build a readership who actually acts on your messages. You'll know when your content resonates with your readers when you notice they're liking, sharing, or commenting on it via social media.
If you're reviewing Google Analytics data, take a look at the dwell time (amount of time spent on a single page) and the percent of return visitors in addition to your social media stats. This will tell you where people are having the greatest engagement.
- Reaction. Are you driving the force for change?
No campaign is arbitrarily launched without a goal in mind (hopefully). Ideally, you planned your metrics according to your ideal achievements, and now it's time to see how your readers are really reacting to your writing.
Love it or hate it, your audience's reaction can mean boost or bust to your team. Implore your buyers' emotions, and register metrics based upon awareness, acquisition, and sales.
- Relevance. Will people care you're there?
If you're not relevant, the problem is obvious: nobody cares what you do or who you are. Relevance is largely determined by (a) understanding who the target audience is, and (b) what your brand is trying to achieve.
- Retention. Are people sticking around?
A one-hit-wonder is awesome if you're looking for a quick buck, but to truly create make an impact, you need people to come back for more.
Retention and sharing are gold standards in social media marketing.
Ready to join in the conversation? The ADTACK team is here to discuss how you will incorporate these Rs for blog influence into your marketing. Contact us at 702-270-8772.
