How to Properly Implement a KPI System for a Marketer
Posted: Tue Jan 21, 2025 8:59 am
In addition to setting target values for each performance indicator, a marketer needs to determine in advance what they should do to achieve their goals. In this case, the probability of successful implementation of tasks will be much higher.
So, to cope with the 4 tasks listed above, a marketer must:
Develop a strategy for market promotion , having previously conducted benchmarking of competitors in the city. The information obtained will help in attracting new clients.
Change the marketing and pricing policy. This is necessary to increase the level of customer loyalty.
Develop uniform customer service standards , focusing on service. This will make the service better.
Conduct an advertising campaign. If funds are insufficient, then guerrilla marketing methods can be used. They will make the company more recognizable in the market.
How to Properly Implement a KPI System for a Marketer
When implementing KPI in why choose our service an organization, it is necessary to take into account its specifics, goals and objectives, and the flow of business processes. This will entail a change in the principle of calculating remuneration for labor, so it will be necessary to conduct an explanatory conversation with employees, explaining that the more effectively they work, the higher their income will be.
Salary bonuses
Source: unsplash.com
First of all, you need to decide what responsibilities the Internet marketer will have. Keep in mind that the KPI calculation formula will only work if it is possible to mathematically measure the indicators for the marketer's tasks and their dependence on him.
Increasing the reach of the target audience.
Attracting new customers (growing the customer base).
Increasing audience loyalty (number of positive reviews, recommendations, etc.).
Increase in repeat acquisitions (strategy development).
Increasing brand awareness and trust.
To accomplish these tasks, a marketer must have certain human (designers, analysts, copywriters, programmers, etc.) and material resources. If you do not control the budget, you will not be able to correlate your expenses with the marketer's results.
Recommended articles on this topic:
Marketing Department KPI: 11 indicators and calculation example
Lead generation - what is it? Basic methods and how to manage them
Marketer in the company: types, search, interview
Stages of preparation for launching a KPI system:
Defining the overall goal of the company – what you want to achieve within a certain time frame.
Formulation and setting of specific goals for the marketer.
Breaking down the marketer's salary into two parts: salary and bonus. The bonus amount will depend on the work results (for example, 30% is the salary, and 70% is the bonus paid if the plan is fulfilled).
Defining key performance indicators for a marketer.
Developing a plan with optimal performance indicators.
Also, to organize the process of setting tasks, promptly entering data and ensuring control over how KPIs are being met, it is necessary to implement a CRM system. If this is not possible, you can work in Excel.
The staff will have to get used to the new calculation system for some time, figure it out, before they gain confidence in their abilities. The marketer should not have a shadow of a doubt that if he tries, then with the introduction of the KPI system he will not lose any salary. Otherwise, your specialists will have a painful perception of the innovations.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
When a marketer makes his first successes during the transition period, he has a desire to work harder to get an even bigger bonus. That is, he becomes more motivated.
The company will have additional time to refine and adapt the marketer's KPI indicators, making them more consistent with the organization's strategic goals. After conducting the first marketing campaigns, you will already understand whether the planned indicators have been defined correctly, whether it is worth introducing additional payment conditions, etc.
So, to cope with the 4 tasks listed above, a marketer must:
Develop a strategy for market promotion , having previously conducted benchmarking of competitors in the city. The information obtained will help in attracting new clients.
Change the marketing and pricing policy. This is necessary to increase the level of customer loyalty.
Develop uniform customer service standards , focusing on service. This will make the service better.
Conduct an advertising campaign. If funds are insufficient, then guerrilla marketing methods can be used. They will make the company more recognizable in the market.
How to Properly Implement a KPI System for a Marketer
When implementing KPI in why choose our service an organization, it is necessary to take into account its specifics, goals and objectives, and the flow of business processes. This will entail a change in the principle of calculating remuneration for labor, so it will be necessary to conduct an explanatory conversation with employees, explaining that the more effectively they work, the higher their income will be.
Salary bonuses
Source: unsplash.com
First of all, you need to decide what responsibilities the Internet marketer will have. Keep in mind that the KPI calculation formula will only work if it is possible to mathematically measure the indicators for the marketer's tasks and their dependence on him.
Increasing the reach of the target audience.
Attracting new customers (growing the customer base).
Increasing audience loyalty (number of positive reviews, recommendations, etc.).
Increase in repeat acquisitions (strategy development).
Increasing brand awareness and trust.
To accomplish these tasks, a marketer must have certain human (designers, analysts, copywriters, programmers, etc.) and material resources. If you do not control the budget, you will not be able to correlate your expenses with the marketer's results.
Recommended articles on this topic:
Marketing Department KPI: 11 indicators and calculation example
Lead generation - what is it? Basic methods and how to manage them
Marketer in the company: types, search, interview
Stages of preparation for launching a KPI system:
Defining the overall goal of the company – what you want to achieve within a certain time frame.
Formulation and setting of specific goals for the marketer.
Breaking down the marketer's salary into two parts: salary and bonus. The bonus amount will depend on the work results (for example, 30% is the salary, and 70% is the bonus paid if the plan is fulfilled).
Defining key performance indicators for a marketer.
Developing a plan with optimal performance indicators.
Also, to organize the process of setting tasks, promptly entering data and ensuring control over how KPIs are being met, it is necessary to implement a CRM system. If this is not possible, you can work in Excel.
The staff will have to get used to the new calculation system for some time, figure it out, before they gain confidence in their abilities. The marketer should not have a shadow of a doubt that if he tries, then with the introduction of the KPI system he will not lose any salary. Otherwise, your specialists will have a painful perception of the innovations.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
When a marketer makes his first successes during the transition period, he has a desire to work harder to get an even bigger bonus. That is, he becomes more motivated.
The company will have additional time to refine and adapt the marketer's KPI indicators, making them more consistent with the organization's strategic goals. After conducting the first marketing campaigns, you will already understand whether the planned indicators have been defined correctly, whether it is worth introducing additional payment conditions, etc.