Whoever doesnt know where hes going, any road will do. But, whoever intends to use Inbound Marketing to generate results, two things are necessary: to define goals and to measure progress.
As trying to do a thousand things at once is a great way to do nothing, 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 ).
Various tools exist to measure the results of your inbound efforts. Some are free (Facebook and other social networks, for the most part), 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 is much easier to measure all kinds of things: your audience, their behavior, what they are looking for, what they do on your site and how the content you produce is being consumed.
The most important is to define metrics (and goals with deadlines) BEFORE each inbound marketing campaign. Dont start an inbound marketing campaign without having a SMART objective.
For those of you who dont know, a SMART target is:
S- Specific (Specific): The objectives must be formulated specifically and precisely;
M- Measurable (Measurable) : Objectives should be defined in such a way that they can be measured and analysed in terms of values and volumes;
A -Realizable (Attainable) : The possibility of concretizing the objectives must be present; these must be achievable;
R- Realistic (Realistic) : Objectives are not intended to achieve greater ends than the means allow;
T- Temporary (Time-bound) : The 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 on those metrics.
Among the metrics of attraction, we can cite the audience of your site.
- How many unique visitors do you get on average per month?
- Has that number grown?
- How much?
Also if it is part of this stage of the funnel, the bounce rate or rejection rate of your pages. This rate expresses the percentage of people who close a page without clicking anything else.
If the bounce rate is high, it means that the content, the layout or both, are not being attractive to interact with the site.
On the positive side, we have the average page views per visit, a measure of how intensely visitors engage with the content.
The presence in the social networks also counts a lot for the attraction of clicks. The production of publications and tweets is fundamental in this aspect. When measures traffic , it is possible to detect its origin (Google, Facebook, AdWords, etc.) and act accordingly.
The actions in this part of the funil, seek to make the pages generate results.
An important metric here is the conversion rate, the percentage of people who arrived at a landing page and registered the email, downloaded the ebook, clicked the button, watched the video to the end, etc.
Very important here is the CPC (Cost per click) or the CPL (Cost per lead). On average, how much does each download of an ebook or each conversion of a page cost?
To measure results in this part of the funil, it is interesting to know if the leads are becoming clients. Among the possible metrics, there are:
- The proportions of those registered in the newsletters who made a purchase in the last month
- The average amount of your clients
- How the user who adds products to the shopping cart behaves
The cost per closure can be measured to know if the site is profitable and how much. What were the results in sales, in relation to the cost of the new Inbound Marketing campaign?
Every brand needs ambassadors , some of them can even be “sympathizers”, who like the company even if they dont buy anything.
The number of customers on the VIP list, the number of followers on Facebook and the proportion of RTs on Twitter, all inform the promotion of your brand.
Some basic metrics to go with:
- Total visits: How many people visited your site?
- 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 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 in your company?
All these metrics must always be accompanied 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: know this sales methodology
Inbound Links: what they are and how they influence SEO
The main metrics of Inbound Marketing
One of the most important tools to optimize your marketing results is A/B testing. These represent simply the end of hunches: instead of having an “impression” about the best layout of a page, you can have certainty, expressed in numbers.
You can design a landing page so that half of the visitors who come to 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 ensuring the best results. Customization and constant improvement of content, remember, is one of the pillars of Inbound Marketing.
Drawing an objective with goals, deadlines ( example: double the number of visitors in the week they enter, 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 a short time. Just start using what youve 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: