I decided I would create my own marketing term to help my clients measure potential success of their inbound marketing programs – separate of course, from the very obvious, ROI.  The new term is the B&E score.  So, just what is it?  It is a score that measures the success of your brand and its ability to drive a higher engagement rate of your visitors and/or customers to your website, to take action, etc.  A good score will be defined by how high your metrics change in the positive direction (Think balanced scorecard). An increase month over month of the number of visitors to your site, how long they are “engaged” by the increase in page views, how many click throughs, and the actual final determination – if they BUY or CALL you.  Some other metrics to consider:  If they fill out a contact you form, join your email list, sign up to follow you on Twitter or join your Facebook page (assuming of course, you have one). 

Can you have a very strong brand without engagement of your audience? I don’t think so.  Can you have a strong engagement rate without a good brand.  Again, highly unlikely.  So, what do I propose is the best way to ensure a high likelihood of success for your overall marketing strategy in 2010?  Figure a way to raise your B&E Score.  Make sure your brand says what you want it to, that your website is engaging and captures “action”.  Make sure you are utilizing all the tools from social media to video.  Leave no path unturned in this very challenging economy.  Differentiate yourself using emerging media.  A great combination of old school outbound marketing and inbound marketing will increase chances of some good results.  Then, of course, rely on ROI.

~Lisa Feeley
Internet Marketing Consultant

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