Do you ever wish that someone could just tell you whether your marketing is working or not, avoiding all of the hassle of analytics? It may be really tempting to sometimes settle for marketing that brings in more leads and customers, but it is actually incredibly important to take note of all of the incremental metrics throughout the inbound marketing cycle, and to use those to ensure that you get the most bang for your buck or the best possible return on your investment. Inbound Marketing consists of many different channels, including Calls-to-Action, Landing Pages, Blogs, Social Media, Emails, and Search Engine Optimization (SEO). Nurturing and creating all of the content for these channels can be expensive and time-consuming. That time and cost are your marketing investments, and you deserve to know how to make the most of them. By knowing what return you are making for each commitment you put into your inbound marketing, you can make sure that you are investing in the channels that will bring you customers.
Each channel has its own metrics with which to determine its success, but there are some overall terms and ideas that are incredibly useful.
The Four Most Important Inbound Metrics:
Click-through rate is the percentage of visitors who see your content and make the effort to follow your Call-to-Action and interact with your material.
Conversion rates exist for each type of interaction you have with your customers, and they are the percentage of visitors who move on to a further step in the inbound marketing cycle. This could be visitors turning into leads or leads becoming customers.
Organic Traffic is a term for the number of unique visitors to a page. It applies to social media, blogs, websites, and other forms of online content.
Engagementmeasures the number of interactions with your content, specifically as it applies to social media.
With these metrics, you can determine which of your channels are most successful, and therefore which efforts you should be focusing on. For example, one keyword may be bringing more traffic to your site, but if another keyword with less traffic is leading to more customer conversions, you should be focusing on increasing the traffic of the second keyword.
Such metrics can also point to which content draws in customers. If one post has more click-throughs than another, but those visitors do not turn into leads, the content on the landing page asking for their information was likely lacking. By comparing successful and unsuccessful landing pages you can determine what your customers are looking for and get more leads!
Of course, analytics can do so much more than these examples show, but even these little things can make a huge difference in the number of conversions your online presence is creating and the return on investment (ROI) of your time and efforts.
Over time, you can make small tweaks to your content, website and marketing automation funnel by following best practices. Let's see what metrics your boss REALLY cares about!