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Measuring Inbound Marketing 101
Mike KaplanHubSpot MarketingHubSpot Marketing
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Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
Inbound Marketing
Content SEO Social Media
Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Viral videos
Interruption Permission
Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
Why do you want to measure?
• Understand what’s happening with your k i ff d ll b imarketing efforts and overall business
• Decide which inbound marketing programs to invest in
• Control how fast or slow your business is• Control how fast or slow your business is growing
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
Understanding Your Business
Inbound marketing can be a growthcan be a growth engine for your businessbusiness…
Flickr photo: dave_7
…if you know what ykind of car it’s powering.
Flickr photo: ZeroOne
p g
Using the funnel
Visitors
Leads
S lSales
Getting started with the funnel
• Set monthly goalsDetermine so rces• Determine sources
• Know how much a 150
Company X Lead Chart
lead and a customer costs to acquire 50
100
Lead cost = (Marketing costs/# of leads)
0
Sep‐08 Oct‐08 Nov‐08 Dec‐08
Customer cost = (Marketing+Sales)/#of
Goal Actual
customers)
Are other metrics important to you?
Business Metrics Type of BusinessBusiness Metrics Type of Business
# of customers Fast food restaurantRevenue per customer
C t i iti t T l hCustomer acquisition costCancelation rate
Telephone company
# of ordersFactory capacity
Product manufacturer
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
Measuring Your Website
VisitorsVisitors
ProspectsYour Website
Visitors
Leads should help move visitors as far down
Leads
Opportunities
S l
as far down the funnel as
possibleSalesSales
Measuring Your Website
VisitorsVi i
Conversion BreakdownProspects
Visitors
This Month
Last Month
LeadsLeads
0% 20% 40% 60% 80% 100%
Last Month
Opportunities
This Month
Last Month
SalesSales
0% 20% 40% 60% 80% 100%
The devil is in the details
• Must look at where traffic comes from (referrers)(referrers)
• What pages are converting to leads most successfully?• Is the right traffic going to the right place?
• Avoid tracking metrics that don’t make sense• Page views?Page views?• Time spent?
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
The basics of SEO metrics
MetricInbound Links
What it measures?Y l dInbound Links Your volume and engagement
Keywords in top 10 Your prominence
Traffic conversion VisitorsTraffic conversion Visitors
Tips for Inbound Links
• Find this by typing in your company name and products into Googleand products into Google
• Track how many results there are over time• Also a great way to measure “category creation”Also a great way to measure category creation• Hint: You don’t want your own links (use
-yourcompany.com command in search bar)
Why Keywords in Top 10 Matter
• Top 10 dramatically increases your
40-45%increases your
chances of being found
60-65%
found• Understand what
keywords drive the best ~85%ytraffic
• Which are Top 10 attainableattainable
• Where is your competition?p
Does it drive traffic and conversion?
• As SEO optimization improves, website traffic will increasewill increase
• People may be clicking to your site, but are you driving sales leads?you driving sales leads?
• If there’s a negative trend is it:• Search engine related: know your buyer’s
purchasing process• Keyword related: differences amongst conversion
percentages• Website related: discussed previously
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
The basics of blogging metrics
MetricSubscriptions
What it measures?Total reachSubscriptions Total reach
E /Comments Engagement/Pulse of market)
Inbound links SEO impactInbound links
ff
SEO impact
Vi itTraffic conversion Visitors
Optimizing your blog
Use these metrics to:
1) Understand your blogging investmentblogging investment
2) Determine what2) Determine what content works best for your audienceyour audience
Source:Concurringopinions.com
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
Determining your social status
Metric What it measures?
= Followers
= Contacts Total reachand Groups Total reach
= Friends
Know Your Share of Voice
• How much are people talking about you?
Setting up a social media feed is easy
• Example: set up a blog search feed for “Your Company”Company• 1) Enter your company’s name into a blog search
engine (e g : blogsearch google com):engine (e.g.: blogsearch.google.com):
• 2) Click on link at bottom of search results page (must have Google reader account)(must have Google reader account)
Tracking the Twitterati
• Do this with Twitter Search as well (search twitter com)twitter.com)
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
The basics of paid campaign metrics
MetricTraffic conversion
What it measures?VisitorsTraffic conversion
rateVisitors
Lead conversion rate
Landing Pageeffectivenessrate
Customer
effectiveness
Return onCustomerconversion rate
Return oninvestment
• *Must know what aMust know what a customer is worth
Agenda
I. What’s inbound marketing and why d t t it?do we want to measure it?
II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g
III. Putting it into practice
The Ultimate Red Flag
90
100
60
70
80
January
40
50
60 January
February
March
A il
20
30April
May
0
10
Monthly SalesMonthly Sales
Let’s Check The Funnel2500
2000
1000
1500Visitors
Leads
S l
500
1000 Sales
0
January February March April MayJanuary February March April May
Where is our traffic coming from?2500
1500
2000
1000
1500 Paid
Social Media
Blog
500
g
SEO
0
January February March April MayJanuary February March April May
Break out the SEO metrics
Inbound Links
60000
70000
80000
40000
50000
60000
10000
20000
30000
0
January February March April May
Inbound Links
Break out the SEO metrics
90%
% of Keywords in Top 10
70%
80%
90%
40%
50%
60%
10%
20%
30%
0%
10%
January February March April May
My company Competitor #1 Competitor #2
The Insight and Action
• Insight: Competitor #2 began investing in SEOSEO • Boosted efforts on prominent keywords
that the company had not been payingthat the company had not been paying attention to.
• Began efforts to create great content optimized for those keywordsoptimized for those keywords.
• With strong inbound marketing foundationWith strong inbound marketing foundation, was able to mitigate competitor’s efforts.
Thank You!
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Mike Kaplan
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Mike KaplanHubSpot Marketing
LinkedIn: http://www.linkedin.com/in/mikekaplan1Twitter: http://twitter.com/mikekaplan1Twitter: http://twitter.com/mikekaplan1