Now that we’ve discussed the Types of Inbound Marketing Content and the ways to Promote Inbound Marketing Content, it’s time to address the third pillar of success: Analytics. This can be a daunting part of the process for those of us who hate numbers and percentages, but it is just as vital as the content and the promotion because it is the only way to track which parts of your strategy are succeeding and which need improvement. In fact, without analytics, you would just be posting blindly, hoping the content you are posting and promoting is working. One of the most important aspects of Inbound Marketing, and the analytics in particular, is that the process takes time. A few good posts in the span of a couple weeks isn’t going to produce the results you’re looking for anymore than going to the gym a couple times is going to magically shed that extra fifteen pounds. That’s why analyzing your data to ensure that you’re not wasting your time is so important.
The thing to keep in mind when tracking your analytics is that you should have a specific, measurable, and attainable goal set before you post your content so that you can properly judge how your content strategy is performing.
Top 10 Inbound Marketing Metrics
1. Overall Traffic:
This is the most common metric and one of the easiest to track. It also provides an easy way to begin your inbound marketing strategy because the goals are easy to measure. Almost all website platforms can track the number of visitors, and you can always use Google Analytics for free among a number of other tools. An easy goal to start with would be to increase web traffic month-over-month by 50%. This provides a specific, measurable, and attainable goal.
2. Bounce Rate:
Tracking the flow of the traffic on your site is just as important as the amount of traffic. This can tell you where a visitor entered your site, what other pages they visited, and where they left. If a high volume of visitors are leaving on a certain page, maybe that page needs to be redesigned or rewritten. This can also tell you how long visitors are staying on your site, and on a particular page, telling you whether or not visitors find your content helpful.
3. Email Address Collection:
Another easily tracked metric, the number of email addresses you obtain through your blog posts and website will tell you whether visitors find your content worthy of receiving emails from you. If lots of people are signing up on one page, but not another, it may be time to restructure the design and copy of the unsuccessful page to mimic the more successful one.
4. Recurring Visitors:
This demographic is just as important as the email address collection because it shows you how successful the content on your website is performing. If you’re getting a high percentage of repeat visitors, it means that your strategy is working, and the content you and your team are providing is appreciated by visitors.
5. Blog Statistics:
Your blogs are the blood that continuously pumps traffic into your site. Blogs help your SEO by providing you with more links and it gives you something to promote on social media. That is, unless no one likes your blogs. Your content has to be useful, especially to create email subscribers, social media shares, and repeat visitors, driving them to become leads and customers.
6. Referral Traffic:
Where is the traffic to your site coming from? If you are getting increased traffic from LinkedIn, then commit to posting more on that platform. Measuring where the traffic to your site comes from can tell you the effectiveness of the content you’re posting and the ways you are promoting it. For instance, if you aren’t getting much traffic from organic Google searches, maybe its time to change your keyword analysis and selection.
7. Email CTR (Click Through Rate):
Your email marketing campaign is an integral part of your overall inbound marketing strategy, so of course you need to track the success rate. Which segmentation of your email list is having the highest CTR? What are you providing to that segment that you aren’t providing to the others? When you have a high volume of email subscribers, even a small percentage change can have a huge impact on the amount of leads, and customers, generated.
8. Individual CTA (Call to Action) Buttons:
Your website should have CTAs strategically placed throughout each page and blog post so that your site is constantly working at acquiring leads for your business. By tracking the success, or failure, of an individual CTA, you can tell which designs work better on your site and structure all of your CTAs for optimal performance.
9. Traffic to Leads (Conversion Rate):
All the traffic in the world means nothing if the content on your website isn’t driving that traffic to become customers. Everything on your site should have a purpose and that purpose is moving visitors along the line of the Buyer’s Journey so that they can become customers. Along with the amount of traffic that becomes leads, you can also track the amount of leads that become customers through your site and the cost per lead.
10. Landing Page CTR (Click Through Rate):
Just as you track the CTAs performance, you need to track the success rate of each individual landing page. Which design works the best? Which ones aren’t producing the same CTR as the others? The landing page is the point where a visitor becomes a lead. Choosing the right design ensures you are doing everything in your power to create and nurture that lead.
Benefits of Analyzing Inbound Marketing Content
Though Analytics can be daunting, it is important to the inbound marketing strategy because now you can track all of the data. This allows you to continuously update and modify the different components of your inbound strategy. However, don’t tinker simply for the sake of tinkering. Inbound marketing takes time, so don’t rush into changes without acquiring a sufficient amount of data. You go to the gym to develop muscle and endurance over time. Come up with an inbound marketing strategy and stick to it to see the results you desire. And, when you do make changes, change only one small detail at a time so that you have a control and a variable so you can monitor the results.
Create Your Story, Promote It, and Perfect Your Strategy
How to Choose a Digital Marketing Agency
Benefits of Inbound Marketing for Small Businesses
SEO vs. SEM
What is Inbound Marketing?
What is a Landing Page?
SEO and Optimized Content
Inbound Marketing Services
Social Media Marketing
Generate more leads through properly structured content. Copyright Mike D. O’Brien 2016