KPIs to Track and Improve Your Marketing Performance

Key performance indicators (KPI) for marketing tells you how well you’re doing in relation to your overall marketing and business goals. Marketers use KPIs to understand what is selling, who’s buying, how they’re buying, and why they’re purchasing. They give you enough insight to make better decisions to prove and improve the ROI of your marketing efforts. Column Five Media recently reported how to measure five important KPIs and how improve each one.

Customer Lifetime Value (CLV)

CLV is the net profit that a customer will generate for a business during the entire relationship with that customer. It can be calculated historically, over specific time periods, or it can be predictive. One of the most effective ways to boost LTV is by focusing on two areas: retention and upselling (add-ons and complementary products). The longer a customer continues to purchase from a company, the greater their lifetime value becomes. Incorporating a customer loyalty program can help you keep achieve this, increasing average purchase frequency (APF) and Average customer lifespan (ACL).

Customer Acquisition Cost (CAC)

CAC is the cost of convincing a potential customer to buy a product or service. The online traffic you generate must be converted into sales, so make sure you’re focusing on boosting conversion rates to lower your CAC. When you try to improve your conversions, you need to optimize the landing pages you are directing traffic to. Construct A/B testing on the content, CTA layout, structure, testimonials, emails, etc. The other way is to retarget potential customers and receive attention through email and ad targeting. Referral programs are also a great way to lower CAC and grow revenue. When a customer refers two friends who then make a purchase, you’ve just gained three customers for the price of one.

Marketing ROI (MROI)

Marketing ROI is exactly what it sounds like, a way of measuring the return on investment from the amount a company spends on marketing. There are several benefits associated with using this measurement including justifying marketing spend, deciding what to spend on, comparing marketing efficiency with competitors and accountability. Analyze your data before, during, and after every marketing activity for every part of the marketing mix. Also, use the insights you derive to focus on efforts that bring the greatest returns.

Traffic-to-lead Conversions

This simple KPI is how many subscribers, leads, or users you are generating from your top-of-funnel efforts. The goal is to increase both traffic and conversion rate. Here are some common places a business might get visitors: email marketing, social media, blog post, etc. Once you identify where your leads are coming from, you want to make sure the pages they’re landing on are doing everything they can to capture a visitor’s interest.

Lead-to-Customer Conversions

Once you have leads, you need to turn them into customers. You’ll need a lead-nurturing system to guide leads through each stage of the sales funnel; Awareness, Interest, Decision, and Action. Make sure to segment your leads so you can offer more targeted content. Create content that solves specific issues for specific buyer personas. Lastly, engage with your leads often, 10 times on average to make the sale.


Voice Search is the New Organic Search

How to optimize voice search SEO

In the fast-changing world of search marketing, technology search engines have drastically improved its interpretation and serve results activated via voice and it’s becoming an important piece of a search marketing strategy. According to SEO Tribunal, it’s predicted by 2020 50% of all searched will be voice searches. So as it continues to grow, brands need to know how to implement a strategy that focuses on optimizing voice search.


What is voice search?

Voice search uses speech recognition technology to enable human speech into text. It analyzes the text to detect questions comments while connecting to external data sources such as search engines to find the relevant information. As a result, it translates that information into a list of results and fulfills the user’s intent.


What does this mean for marketers?


Use natural language.

When determining target keywords and content, keep in mind the conversational nature of voice searches. Voice-activated searches can be longer than 10 words so it matches with consumer searches more, and increases your rank. You need to be aware of how your audience speaks about your business, products, and services.

Incorporate Q&A.

Voice searches are more often in the form of a question, so it’s important to look at keywords in questions form as a part of your content strategy. Develop questions that searches may ask and make sure you have content that answers those questions.

Consider local.

Twenty-two percent of voice queries are for local content. Since users have local intent when searching on their mobile phones, you need to incorporate effective keywords. Research the phrases people use to describe the community around your location, landmarks around your business location, and titles of local institutions that are relevant to your business.

Use “near me” queries.

Eighty-eight percent of all “near me” searches are done on mobile. Incorporate “near me” in your title tags, meta descriptions, internal links, and anchor text to optimize local sources as mobile voice searches.



Spectruss Accommodates Continued Growth with New Office Location

Watch Spectruss New Office Tour


CHATTANOOGA, TN – July 18th, 2018– Spectruss, a creative agency based out to Chattanooga, TN, is pleased to announce its new office location to a larger, more convenient space to accommodate continued business growth.

View the new office tour below.

The 3800 Saint Elmo Ave location, will continue to provide dedicated marketing services for its continually growing client-base and flourishing team of employees.

“We have distinguished ourselves by remaining committed to better serve our clients needs and producing a guaranteed return for their marketing investments. This is an exciting time for Spectruss and we are eager to utilize this easily-accessible location,” said Sam Silvey, President of Spectruss.

Spectruss has spent many years working with complex B2B markets, collecting, analyzing and executing based on real-time data. Its experience in the B2B realm has put their clients as #1 subscription box featured on the Today Show, #1 in Wired Magazine, and on some of the top brand influencers in the world.

Check out to see what the agency has done, what they are currently doing, and where they are heading.


About Spectruss

Spectruss is a creative agency based out of Chattanooga, TN that specializes in Marketing Solutions utilizing custom website development, graphic design, photography, online and print advertising, social media management, review management and data analysis. Its mission is to exert passion through every project, design, or website development they touch.



Why Experience-Driven Commerce Matters: 2018 Study

Using the 5 W’s to provide memorable experiences for shoppers

Global e-commerce sales are expected to eclipse $2.8 trillion. While this statistic confirms online shopping is on the rise worldwide, this growth is dependent upon a new finding from a recent Episerver report: Reimaging Commerce: Global Findings. Only 17% of people say shopping is their primary purpose when they visit a brand’s website for the first time. So, online shoppers log on to do more than purchase. The finding reveals a new modern definition of “commerce”, which no longer means making a purchase, but rather encompasses the entire journey from research to final sale. This suggests business should look beyond transactions and focus their efforts on other powerful engagement opportunities that are present throughout the entire online customer journey. Investing in all aspects of the online shopping experience and providing memorable experiences sets businesses up for long-term success.


Brands that focus on optimizing for experience over conversions win sales by knowing:

When a brand personalized experiences, a quarter of shoppers are more likely to purchase from the brand again, 20% are more loyal and 20% trust the brand more.

Fifty percent look at the product they came for first when visiting a brand’s website or mobile app. Consumers mirror in-store behaviors online and are loggings on to find information regarding deals, shipping information, payment options, returns, and more.

Businesses can identify future investments opportunities within their e-commerce experiences by determining where online shopping has disappointed consumers in the past.


The top 10 reasons for site abandonment:

1. Shipping was too expensive

2. Couldn’t find what they were looking for

3. Price concerns

4. Just browsing

5. Not enough info

6. Found a better product

7. Looking for store or brand info only

8. Shown irrelevant products/services

9. Checkout too long

10. Digital content wasn’t personalized


Most important content:

Product descriptions

Customer Reviews

Images of Products in Use

Company Information

Images of Products Not in Use

The increasing popularity of smartphone browsing indicates that brands must offer mobile-responsive websites and should start exploring location-based marketing strategies. Brands that can best satisfy shoppers’ diverse device desires position themselves to earn sales when shoppers are ready to purchase.

Adding new tech functions to activities like browsing and research can help shoppers see new technology as helpful partners along the path to purchase.



Spectruss Launches Video Production Services with Recent Hire, Nick Friend

A Chattanooga-based marketing agency expands in-house services for clients


Chattanooga, TN – July 9th, 2018– Spectruss, a marketing agency based in the Chattanooga, TN area, is thrilled to introduce Nick Friend as the Director of Photo and Video Production for the agency’s growing client list. This new addition will expand Spectruss’s wide variety of offered marketing services

Nick Friend joins Spectruss with an extensive background in filmmaking from major sets like Terminator: Genisys and Planet of the Apes, and Jack Reacher, as well as TV shows like True Detective, VICE, and Togetherness. From pre-production all the way to final delivery, Friend is in charge of making sure that Spectruss’s vision, along with their clients, is realized through photography film, and videos.

“I’m most excited to be a part of a close-knit tribe of ambitious professionals. Having worked freelance for most of my career, I’ve found absolute value in the people with whom I work. I think that the people that we meet and the places we go inspire the stories that we tell. I truly believe that progress can be dangerous but comfort is always lethal, so I’m really excited to join a new team and contribute to new and challenging projects, ” said Friend.

The Tennessee-based filmmaker takes an organic, collaborative approach to content creation. Above all, he believes that story is king and with a good story, comes great content. Here is the link to his film reel,

Prior to Spectruss, he specialized in original, thought-provoking films and videos for brand and companies across the country. Friend has a Bachelor’s degree focused in documentary film from the University of Tennessee at Chattanooga, with a minor in creative writing.



Spectruss is a Marketing agency based out of Chattanooga, TN that specializes in Marketing Solutions utilizing custom website development, graphic design, photography, online and print advertising, social media management, review management and data analysis. Its mission is to exert passion through every project, design, or website development they touch.

For more information about Spectruss, its clients, and services, visit