{"id":207,"date":"2020-10-20T09:36:00","date_gmt":"2020-10-20T09:36:00","guid":{"rendered":"https:\/\/sayitwithwords.be\/?p=207"},"modified":"2021-11-12T15:34:19","modified_gmt":"2021-11-12T15:34:19","slug":"vanity-metrics","status":"publish","type":"post","link":"https:\/\/sayitwithwords.be\/en\/growth-marketing\/vanity-metrics\/","title":{"rendered":"Vermijd deze valkuil voor ondernemers: vanity metrics"},"content":{"rendered":"

Heb jij al eens van vanity metrics gehoord? Ik wil je vandaag graag behoeden voor deze potentieel alles verwoestende valkuil waar iedereen wel eens invalt!

Je mag nog zoveel volgers hebben, als zij niet bij je kopen dan is al je moeite voor niks geweest.<\/p>\n\n\n\n

Wat zou jij liever hebben: 50.000 volgers die niets bij jou kopen, of 500 volgers die allemaal bij je kopen?<\/p>\n\n\n\n

Ben jij trots dat je duizenden bezoekers op je website krijgt elk jaar, ook al koopt niemand jouw product of dienst?<\/p>\n\n\n\n

Stel je voor dat je winkel elke dag vol loopt, maar dat iedereen met lege handen weer naar buiten gaat?<\/p>\n\n\n\n

Da\u2019s toch een nachtmerrie die werkelijkheid wordt, of niet?!
 <\/p>\n\n\n\n

Never judge a book by its cover <\/h2>\n\n\n\n

Maar dus, vanity metrics<\/em>. Het is een term die in de marketing gebruikt wordt om KPIs (key performance indicators: de parameters die aanduiden of je goed bezig bent) aan te duiden die geen enkele meerwaarde hebben voor jouw business, maar waardoor je je desondanks laat leiden.<\/p>\n\n\n\n

Begrijp me niet verkeerd: een bedrijfspagina met maar 100 volgers komt inderdaad niet zo geweldig over, maar ik wil je vooral duidelijk maken dat dit slechts een uiterlijk kenmerk is. Never judge a book by its cover zeggen ze toch altijd?
 <\/p>\n\n\n\n

Kwaliteit boven kwantiteit<\/h2>\n\n\n\n

Wat doet er dan wel toe?<\/p>\n\n\n\n

Wat je wil is verkopen. Toch? Om verkoop te genereren moet je klanten aantrekken. En niet zomaar klanten: de juiste<\/em> klanten<\/a>. Focus je daarom in de eerste plaats op conversies en engagement<\/a>.<\/p>\n\n\n\n

Conversies<\/strong> gaat over acties die je wil dat jouw potenti\u00eble klanten ondernemen. Wil je dat iemand jouw contactformulier invult? Bereken dan hoeveel mensen die het contactformulier hebben gezien dit ook effectief invullen en doorsturen.

Hoe hoger dit percentage, hoe succesvoller jouw verkoop!<\/p>\n\n\n\n

Als het lager is dan je zou willen, dan weet je dat je hierop moet gaan focussen om dat cijfer omhoog te krijgen.

Je wil de conversieratio berekenen voor elke fase die jouw klant doorloopt vanaf dat hij\/zij in contact is gekomen met jouw merk\/product\/dienst totdat ie bij jou gekocht heeft. Dit traject wordt ook wel de sales funnel en customer journey<\/a> genoemd. (later meer hierover)<\/em>
<\/p>\n\n\n\n

Lees ook: Meten is weten: 7 website metrics die je moet kennen<\/a><\/em>
<\/p>\n\n\n\n

Betrokkenheid<\/strong> (of engagement) is een beetje gelijkaardig.

De engagement ratio berekent in welke mate jouw klanten interageren met jouw content. Interacties op social media zijn bvb. likes, comments, en shares. Het zijn manieren waarop mensen laten zien dat ze ge\u00efnteresseerd zijn in wat je te zeggen hebt.

Je komt je engagement ratio te weten door het totaalaantal interacties te berekenen op het totale aantal mensen dat 1) jouw account volgt of 2) jouw post gezien heeft. Opnieuw: hoe hoger dit percentage, hoe beter de kwaliteit van jouw volgers! Hier zijn vijf tips die je helpen je engagement ratio te boosten.<\/a>
 <\/p>\n\n\n\n

Kortom: focus je niet zozeer op volgers, bereik en impressies. De social media metrics<\/a> waar je vooral aan gaat werken is de kwaliteit van jouw volgers en dit kan je tracken via engagement en conversie ratios.<\/em><\/p>\n\n\n\n

Hoe kan ik deze metrics verbeteren?<\/h2>\n\n\n\n

Hierboven had ik het over een customer journey en sales funnel. Dit zijn twee marketingtermen die ik even wil highlighten.<\/p>\n\n\n\n

Customer journey <\/strong>houdt alle raakpunten in tussen jouw potenti\u00eble klant en jouw product\/dienst\/merk vanuit het perspectief van de klant. Je wil elk punt zo optimaal mogelijk benutten en jouw klant de allerbeste ervaring bieden. Ga na op welke momenten en welke manieren jouw klant met jou in aanraking komt en hoe je wil dat zij dit moment beleven. Dat geldt dus ook voor contactmomenten via social media en mond-aan-mond reclame.<\/p>\n\n\n\n

Sales funnel <\/strong>is de customer journey bekeken vanuit jouw perspectief. Welke stappen doorloopt een klant om tot een aankoop over te gaan? Hoe kan je elke stap zo makkelijk en aangenaam mogelijk maken? Waar lopen klanten nu vast? \u201cFunnel\u201d is trouwens Engels voor trechter. Waar zit er een lek in je trechter? Waar haken klanten af? Hoe kan je dit lek dichten?

Optimaliseer deze zaken zo goed als je kan, en je zal merken dat je meer kwaliteitsvolle klanten aantrekt. En die vanity metrics? Laat die maar zoveel mogelijk achter je.<\/p>\n\n\n\n

Wil jij jouw funnel onder begeleiding aanpakken? Boek jouw funnel workshop door een mailtje te sturen naar sayitww@gmail.com.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Heb jij al eens van vanity metrics gehoord? Ik wil je vandaag graag behoeden voor deze potentieel alles verwoestende valkuil waar iedereen wel eens invalt! Je mag nog zoveel volgers hebben, als zij niet bij je kopen dan is al je moeite voor niks geweest. Wat zou jij liever hebben: 50.000 volgers die niets bij […]<\/p>\n","protected":false},"author":1,"featured_media":2943,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[36],"tags":[],"class_list":["post-207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-marketing"],"yoast_head":"\nVermijd deze valkuil voor ondernemers: vanity metrics | Say it with words<\/title>\n<meta name=\"description\" content=\"Vanity metrics halen menig ondernemer onderuit. Waar focus je dan wel op? De parameters van jouw funnel die er echt toe doen! 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