asked 9 years ago
Hi there, presently I am preparing a Digital Marketing strategy for an acquiring bank in Malta as part of MSc in PR. I am sending you this message maybe you can help to identify my KPI’s.
The company on which I am preparing this strategy has practically no online presence. It has only a website that is very similar to its mother company website. Also, it has a low volume of traffic plus a bounce rate of around 56%. I am proposing that a new version of the site is launched, including live chat and call back option. Also, rich media features will included in order to make things more simple. Added to this, it is suggested that mobile optimized site is launched.
Another objective is to increase web traffic. To achieve this objective, I am proposing a strong presence on LinkedIn plus two campaigns to be launched on Facebook and Twitter. All three social platforms will re-locate to the company’s website.
I am looking forward to receive your reply
Aleksey Savkin Staff answered 9 years ago
Hi Roberto,
What I see so far is that you identified some good strategic hypothesis (here are some more ideas on this topic). The next step is to map them in a form of business goals, and indicate the cause-and-effect relationship between them.
As for specific KPIs there will be many of them, with each goal you will need at least one lagging and on leading indicator. Actually your project looks very similar to what we have discussed in our BSC training as an example. You can check it out here in Examples (search for Training Project Scorecard (+screencast videos).
