Since trying to do a thousand things at once is a great way to get nothing done, generating results in Inbound Marketing requires choosing a few metrics and creating specific actions for them.
The most important metrics are also called KPIs ( Key Performance Indicators ).
There are several tools out there to measure the results of your Inbound efforts. Some are free (Facebook and other social networks, for the most part) for those who don’t know, others are “ freemium ”/ free and premium (like Google Analytics) and others are paid (RDStation, HubSpot, Marketo, Pardot, etc.).
What you need to know is that it’s much easier to measure all kinds of things: your audience, their behavior, what they search for, what they do on your site, and how the content you produce is being consumed.
The most important thing is to define metrics (and goals with deadlines) BEFORE each Inbound Marketing campaign. Don’t start an Inbound Marketing campaign without having a SMART objective.
A SMART goal is:
S- Specific : The objectives must be formulated in a specific and precise manner;
M- Measurable : Objectives must be defined so that they can be measured and analyzed in terms of values and volumes;
A – Realizable (Attainable) : The possibility of achieving the objectives must be present; they must be achievable;
R- Realistic : The objectives do not seek to achieve for those who don’t know ends greater than those allowed by the means ;
T- Time -bound : Objectives must be defined in terms of duration.
Only in this way will it be possible, at the end of the term, to define the ROI (return on investment) of the campaign based on those metrics.
Attraction results
Among the attraction metrics, we can mention your site’s audience.
- How many unique visitors do you get on average per month?
- Has that number grown?
- As soon as?
Also, if part of this funnel stage is the bounce rate or rejection rate of your pages. This rate expresses the percentage of people who close a page without clicking on anything else.
If the bounce rate is high, it means that the content, the layout, or both, are not making it attractive to interact with the site.
On the positive side, we have the average number for those who don’t know of page views per visit, a measure of how intensely visitors engage with the content.
Social media presence also counts a lot for attracting clicks. The production of posts and tweets is essential in this regard. When measuring traffic antarctica business directory , it is possible to detect its origin (Google, Facebook, AdWords, etc.) and act accordingly.
Conversion results
The actions in this part of the funnel india car owner data seek to make the pages generate results.
An important metric here is the conversion rate, the percentage of people who landed on a landing page and signed up for the email, downloaded the ebook, clicked the button, watched the video to the end, etc.
CPC (Cost per Click) or CPL (Cost per Lead) is very important here . On average, how much does each ebook download or page conversion cost?
Closing results
To measure results in this part of the funnel for those who don’t know, it is important to know if the leads are converting into customers. Possible metrics include:
- The proportion of newsletter subscribers who made a purchase in the last month
- The average amount of your clients
- How the user behaves when adding products to the shopping cart.
Cost per closure can be measured to determine whether the site is profitable and by how much. What were the sales results in relation to the cost of the new Inbound Marketing campaign?
Promotion results
Every brand needs ambassadors , some may even be “supporters” who like the company even if they don’t buy anything.
The number of clients on the VIP list, the number of followers on Facebook and the proportion of RTs on Twitter inform about the promotion of your brand.
Some basic metrics to keep track of:
- Total visits: How many people visited your site for those who don’t know?
- Total leads: How many of them became leads?
- Total sales: How many of them became customers?
- Net Promoter Score: How many of these people recommend your company?
- Total new revenue from Inbound Marketing: How much money did this investment in Inbound Marketing generate for the company?
Other more advanced but equally important metrics:
- Cost per visit: How much does it cost 5 hurdles in inbound and outbound logistics operations to attract a new visitor to your site?
- Cost per lead : How much does it cost to generate a new business opportunity for your company?
- Cost per sale: How much does it cost to generate a new customer for your company?
All of these metrics must always be monitored in general and also segmented by channels such as the blog, social networks, paid advertising campaigns, among others.
These contents may also interest you:
Inbound Sales: Learn about this sales methodology
Inbound Links: What They Are and How They Influence SEO
The main metrics of Inbound Marketing
Doing A/B testing
One of the most important tools for optimizing your marketing results is A/B testing. It simply puts an end to hunches: instead of having an “impression” about the best layout for a page, you can have certainty, expressed in numbers.
An example
You can design a landing page so that half for those who don’t know of the visitors who arrive at the site through Google see the page in one way, and half in another. After a while, you compare the conversion rate of both layouts. You eliminate the less effective one and keep the winner, thus guaranteeing the best results. Personalization and constant improvements of content, remember, is one of the pillars of Inbound Marketing.
By setting a goal with targets, deadlines antarctica business directory ( example: double the number of visitors in the week they come, get 1,000 downloads by the end of the month) and a campaign designed specifically for this, you will achieve excellent results with Inbound in no time. Just start using what you have learned so far.
This article is part of the Results Analysis chapter of the Inbound Marketing Ebook, which you can download for free below to expand your knowledge on the subject.