The A-Z of Marketing: Benchmarking – Setting Standards for Success

Internal Benchmarking
Your own historical performance often provides the most relevant benchmarks. By tracking your metrics over time, you can identify seasonal patterns, understand the impact of different strategies, and measure genuine improvement. For instance, if your email open rates have historically averaged 15%, achieving 20% represents real progress, regardless of industry standards.

Competitive Benchmarking
Understanding how you measure up against direct competitors provides crucial context. While you might be satisfied with your social media engagement rate, discovering that competitors achieve twice your numbers could highlight significant room for improvement.

​Industry Benchmarking
Broader industry standards help you understand what’s possible in your sector. They can reveal opportunities you might have missed and help you set realistic goals. For example, if the average conversion rate in your industry is 3%, and you’re achieving 1%, you know there’s substantial room for improvement.

The real value of benchmarking isn’t in the numbers—it’s in how you use them to improve your marketing performance. Here’s how to make benchmarks work for you:

Start with Clear Objectives
Before diving into benchmarking, know what you want to achieve. Are you looking to improve customer acquisition costs? Boost engagement rates? Increase customer lifetime value? Your goals will determine which benchmarks matter most.

Choose Relevant Metrics
Focus on benchmarks that align with your business objectives. A B2B software company might prioritize lead quality metrics, while an e-commerce business might focus more on cart abandonment rates and average order value.

Create Action Plans Based on Gaps
When you identify areas where you fall short of benchmarks, develop specific strategies to close these gaps. If your industry’s average email click-through rate is 4% and yours is 2%, examine successful campaigns from industry leaders for insights you can apply to your own strategy.

The Comparison Trap
Not all benchmarks are relevant to your situation. A small local business shouldn’t necessarily compare itself to global industry leaders. Focus on benchmarks that make sense for your size, market, and resources.

Static Thinking
Benchmarks change as markets evolve. What was excellent performance last year might be merely average today. Regular reassessment of your benchmarks ensures they remain relevant and challenging.

Surface-Level Analysis
Don’t just look at the numbers—understand the context. A competitor’s high engagement rates might come from massive advertising spend that’s not feasible for your business. Focus on benchmarks you can realistically influence.

Regular Review Cycles
Implement quarterly benchmark reviews to track progress and adjust strategies. This allows enough time to see results while maintaining the flexibility to adapt to market changes.

Contextual Analysis
Always consider the context behind the numbers. A lower conversion rate might be acceptable if your average order value is significantly higher than the industry standard.

Team Involvement
Share relevant benchmarks with your team and make them part of your goal-setting process. When people understand how their work contributes to meeting or exceeding industry standards, they’re more motivated to achieve them.

Effective benchmarking isn’t about obsessing over competitors or industry averages—it’s about using data to make informed decisions about your marketing strategy. By understanding where you stand and what’s possible, you can set realistic goals and develop strategies to achieve them.

Remember, the goal isn’t to match every benchmark but to use them as tools for improvement. Sometimes, the most valuable insights come from understanding why your performance differs from the benchmarks, rather than trying to match them exactly.

If you’re struggling with your marketing data, or knowing where to start, then contact me for a free consultation – and together we can work out what the numbers that matter most to your business are.