What are the most common mistakes media sales professionals make when tracking KPIs?

Avoid tracking vanity metrics like clicks or likes. I'm not saying that they are not important. But things you need to focus: • Conversion rates • Customer value • Retention • Referrals Those are the main metrics for social selling. Likes don't get you any revenue.

Vanity metrics are good for the ego and a nice-to-have to track your overall performance. However, every social selling journey is different and therefore the right measurements need to be considered.

Media sales professionals make the mistake of fixating on vanity metrics like impressions, clicks, likes, or followers when tracking KPIs. These metrics seem impressive but they don't necessarily indicate lead quality or revenue impact. Shifting focus to actionable metrics such as conversion rates, customer lifetime value, retention, or referrals provides a more meaningful assessment of social selling effectiveness. This adjustment helps track efforts with business goals, ensuring decisions are grounded in metrics that truly reflect the impact on sales outcomes.

Evitando erros comuns no acompanhamento de KPIs em vendas de mídia: Assegure-se de que está medindo os KPIs corretos que refletem verdadeiramente o desempenho e os objetivos de vendas. Evite a análise superficial que não leva a insights acionáveis. Priorize a qualidade dos dados e tenha um sistema robusto para sua coleta e análise.

Acho essencial alinhar os KPIs com metas específicas. Esse artigo destaca um erro comum entre os profissionais de vendas de mídia. Concordo que, ao vincular métricas como alcance ou taxa de geração de leads às metas, conseguimos medir progresso de maneira mais estratégica, tornando a análise mais valiosa para o sucesso global.

Always think through to the end. Consider what would make your efforts a success and then analyze whether your KPIs measure exactly that. Also consider the difference between input and output and how this affects your goals.

Failing to connect KPIs directly with overarching business objectives. KPIs should be chosen strategically to measure progress towards specific goals, such as increasing revenue, improving customer satisfaction, or expanding market share.

Considero crucial segmentar KPIs por canal ao analisar o desempenho em vendas de mídia. Este ponto ressaltado no artigo destaca um erro comum. Concordo que cada plataforma tem suas particularidades, sendo o LinkedIn mais eficaz para vendas B2B e o Instagram para B2C. Ao segmentar os KPIs, é possível adaptar estratégias e identificar oportunidades específicas para otimizar resultados em cada canal, contribuindo para uma abordagem mais eficiente e direcionada.

Social selling is not a one-off effort, but a long-term commitment that builds up over time and consistent work. I would therefore suggest tracking at least one quarter - but a yearly review is of course even more revealing.

Neglecting the importance of tracking KPIs over extended periods. Monitoring trends over time provides valuable insights into the effectiveness of strategies and helps identify patterns or seasonal variations.

Relying on inadequate or outdated tools for tracking KPIs. Utilizing modern analytics and reporting tools ensures accurate data collection, analysis, and interpretation, enabling informed decision-making.