3 Tips to Determine & Measure Your Small Business KPIs for 2025

With 2024 coming to a close, there is much to reflect on over the past 11  months. There have been a lot of challenges, changes, and opportunities that could have come up – and we aren’t even done with the year yet! That rasises the question – how do we measure our results for the year and prepare your marketing strategy for 2025?

1. Look into your Analytics & Reporting

There are various ways to decide what your KPIs (key performance indicators) for the upcoming year will be, and the goal post may have even moved a few times depending on how often you evaluated them. At Cazbah, our dedicated IMCs (internet marketing consultants) work with our customers to determine appropriate KPIs for the year and help measure results through Google Analytics 4 (GA4), Google Search Console, SEMRush, and other third party analytics platforms analytics with platforms like Facebook, Mailchimp, Google Ads, etc. Generally, it is a best practice to review your website traffic each month and understand where the traffic is coming from. 

Google Analytics 4 can determine the source of website traffic such as organic, paid, social, direct, and referrals. Depending upon your goals, it is important to know where the traffic is coming from. Are you spending a lot of time and money on Google Ads? Your traffic is more likely to come from paid traffic. Are you spending a lot of time writing effective content, optimizing your images, and following other best SEO practices? Then you should expect to receive more organic traffic over time. 

It’s not enough just to look at traffic and decide if your strategy is effective. There are many different things GA4 can track for you including custom “events” can be set up to accurately track contact us form completions or “request a quote” button clicks so they can easily be tracked. Cazbah’s dedicated IMCs can set up custom events in GA4 for gravity forms within websites hosted on our servers so your form data is recorded and secure.  

Cazbah IMCs will also review desired keyword rankings and will even track up to 20 specific keywords within SEMRush for our small business customers. It is important to track these keywords to ensure content is centered around the desired keywords. If you aren’t ranking for the keywords you currently want to rank for, make that one of your KPIs for 2025.

2. Look into your current digital marketing strategy from 2024

Is there a specific digital marketing lead strategy you used in 2024? Did you keep a record of that strategy? Both of these are important things to consider as you move into 2025. Whether the amount of your website leads increased, decreased, or stayed the same, it is essential to evaluate the “why” behind that. There are many factors out of our control that can affect the quality and quantity of the leads received, but there are many actions you can take on your website to improve your website leads. Here are three questions to help guide you to improve your website leads:

Did you add any new content to your website?

If the answer is a resounding “no” and you haven’t received any quality leads, then it might be worth it to add a new blog post or to set up a blog. At Cazbah, we work with our customers to create a monthly content piece so our customers will always have fresh content to add to their website. Not every blog will be a hit, but being consistent is what, we find, gets the best results.

Is it easy for potential customers to reach you?

Evaluate your contact us form to see if it’s easy to follow and simple to complete. It may seem like common sense to you, but it’s worth having someone external try and fill it out to provide an unbiased opinion. With more complicated forms, we have implemented an add-on that tracks partial form entries and helps our customers see, in real time, where their customers are dropping off.

Do you have good images and design on your website?

Websites that are purely text-based are no longer considered modern design. As attention spans get shorter, it is important to catch your customers’ attention as quickly as possible. Even for manufacturers and distributors, it’s important to have a unique and cohesive design for your website. 

It should be easy for customers to understand how to navigate your site to find what they want. If it’s not, they will immediately go to the next result on Google. Prioritize user experience design (UX) by ensuring your main menu is simple and avoid “hiding” pages within other pages. The fewer clicks a visitor has to make to get information, the more likely you are to receive a quality lead. 

Images have a huge impact on this because they help “sell” your products or service. While professional photography is the best route, this may not be a realistic option for many small businesses. Almost every cell phone is equipped with a decent camera and your potential customers will enjoy seeing real pictures of your team, facility, products, or services. Stock photography is not as effective as a real image. This is especially important if you sell customized products for niche markets. 

Cazbah IMCs can assist with coaching on website image best practices and can help with ensuring the website navigation menu is set up for success. Once you partner with Cazbah, each of our customers goes through our website design-build process to ensure your updated website meets modern design standards. With over twenty years of experience in our industry, our team is made up of skilled experts in website design and development.

3. Evaluate your internal team

Businesses are only effective when you have the right people in the right positions. As 2024 comes to a close, look into your team and evaluate what is working well and what needs improvement. Have you thanked your team in the past few months? Employee burnout increases right around the holidays as stressful deadlines come up and personal pressures build up. Now is the perfect season to recognize your hard-working employees and team members. 

Do you have an internal marketing team to assist you with your website and brand awareness? It may not feel necessary, but many manufacturers and distributors have marketing teams and entire sales teams working on outreach. With the internet becoming the main source of sales leads, it is more important than ever to prioritize brand awareness actions. If an internal marketing resource is too much of an upfront investment, there are plenty of agencies, like Cazbah, that can assist with your website design and marketing efforts without the need to hire a full-time person. 

Cazbah works exclusively with small business manufacturers and distributors to help them take full advantage of online marketing opportunities. Schedule a free website analysis call today and get ready for 2025 with digital marketing experts on your side!