If you don't know where you're going, any path will do. But if you want to use Inbound Marketing to generate results, two things are necessary: define goals and measure progress.
Valentina Giraldo
Jun 30, 18 | 5 min read
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Reading time: 4 minutes
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), 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 australia whatsapp number data metrics (and goals with deadlines) BEFORE each Inbound Marketing campaign. Don't start an Inbound Marketing campaign without having a SMART objective.
For those who don't know, 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 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 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 , it is possible to detect its origin (Google, Facebook, AdWords, etc.) and act accordingly.
Conversion results
The actions in this part of the funnel 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, 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.