measuring inbound marketing 101 hubspot

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  1. 1. Slides: SlideShare.net/HubSpotTwitter: @mikekaplan1 Measuring Inbound Marketing 101Mike Kaplan HubSpot Marketing
  2. 2. How to Participate on TwitterStepOne1.LogintoyourTwitteraccount gy2.Commentandaskquestionsincludingthehashtag#hubspot
  3. 3. How to Participate on TwitterStepTwo1.Gotohttp://search.twitter.com2.Searchfor#hubspot
  4. 4. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  5. 5. Inbound MarketingContent SEO SocialMedia
  6. 6. Rethinking Marketing Outbound MarketingInbound Marketing Telemarketing SEO / SEM Trade shows Blogging Direct mail Social Media Email blasts RSS Print ads Free tools/trials TV/radio ads Viral videos Interruption Permission
  7. 7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. Why do you want to measure? Understand whats happening with your marketing efforts and overall b ikiff dll business Decide which inbound marketing programs to invest in Control how fast or slow your business is growing
  9. 9. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  10. 10. Understanding Your Business Inbound marketing can be a growth engine for your business businessFlickr photo: dave_7 if you know what y kind of car its p powering.gFlickr photo: ZeroOne
  11. 11. Using the funnel VisitorsLeadsSales Sl
  12. 12. Getting started with the funnel Set monthly goals Determine sourcesso rces CompanyXLeadChart Know how much a 150lead and a customer 100costs to acquire50 0Lead cost = (Marketing Sep08 Oct08Nov08 Dec08costs/# of leads)Goal ActualCustomer cost =(Marketing+Sales)/#ofcustomers)
  13. 13. Are other metrics important to you? BusinessMetricsBusiness MetricsTypeofBusinessType of Business #ofcustomersFastfoodrestaurant RevenuepercustomerCustomeracquisitioncost Ct i itit Telephone company Tl h Cancelation rate#oforders Product manufacturer Factorycapacity
  14. 14. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  15. 15. Measuring Your Website Visitors VisitorsProspectsYour Website should helpLeadsmove visitors as far down Opportunitiesthe funnel as possibleSalesSlSales
  16. 16. Measuring Your Website Visitors Vi i Visitors Conversion BreakdownProspects Leads ThisMonthLastMonthLast MonthOpportunities0%20%40%60% 80% 100%SalesSalesThisMonth LastMonth0% 20% 40%60%80% 100%
  17. 17. The devil is in the details Must look at where traffic comes from (referrers) What pages are converting to leads most successfully? Is the right traffic going to the right place? Avoid tracking metrics that dont make sense Page views? Time spent?
  18. 18. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  19. 19. The basics of SEO metrics Metric What it measures? Inbound LinksYour volume andY l dengagement Your prominence Keywords in top 10 Visitors Traffic conversion
  20. 20. Tips for Inbound Links Find this by typing in your company name and products into Google Track how many results there are over time Also a great way to measure category creation category creation Hint: You dont want your own links (use-yourcompany.com command in search bar)
  21. 21. Why Keywords in Top 10 Matter Top 10 dramatically40-45% increases your60- chances of being 65% found Understand what~85%keywords drive the best ytraffic Which are Top 10attainable Where is yourcompetition?p
  22. 22. Does it drive traffic and conversion? As SEO optimization improves, website traffic will increase People may be clicking to your site, but are you driving sales leads? If theres a negative trend is it: Search engine related: know your buyers purchasing process Keyword related: differences amongst conversion percentages Website related: discussed previously
  23. 23. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  24. 24. The basics of blogging metricsWhat it measures? MetricTotal reach Subscriptions Engagement/E / CommentsPulse of market) SEO impact Inbound links VisitorsVi it Traffic conversionff
  25. 25. Optimizing your blog Use these metrics to: 1) Understand yourblogging investment 2) Determine whatcontent works best foryour audienceSource:Concurringopinions.com
  26. 26. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  27. 27. Determining your social statusWhat it measures? Metric = Followers = ContactsTotal reachand Groups = Friends
  28. 28. Know Your Share of Voice How much are people talking about you?
  29. 29. Setting up a social media feed is easy Example: set up a blog search feed for Your Company Company 1) Enter your companys name into a blog search engine (e g : blogsearch google com):(e.g.: blogsearch.google.com): 2) Click on link at bottom of search results page (must have Google reader account)
  30. 30. Tracking the Twitterati Do this with Twitter Search as well (search twitter.com) twitter com)
  31. 31. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  32. 32. The basics of paid campaign metrics Metric What it measures? Traffic conversion Visitors rateLead conversionLanding Page rate effectivenessCustomer Return on conversion rateinvestment *Must know what a Mustcustomer is worth
  33. 33. Agenda I. Whats inbound marketing and why do d we want t measure it?t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  34. 34. The Ultimate Red Flag 100 90 80 70 January 60 February 50 March 40 April A il 30May 20 100 MonthlySales Monthly Sales
  35. 35. Lets Check The Funnel 2500 2000 1500VisitorsLeads 1000 SalesSl5000JanuaryFebruary March April May
  36. 36. Where is our traffic coming from? 2500 2000 1500 PaidSocialMediaBlog g 1000SEO500 0 January February March April May
  37. 37. Break out the SEO metrics InboundLinks 80000 70000 60000 50000 40000 30000 20000 100000 January FebruaryMarchApril MayInboundLinks
  38. 38. Break out the SEO metrics%ofKeywordsinTop10 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%January FebruaryMarch AprilMayMycompany Competitor#1 Competitor#2
  39. 39. The Insight and Action Insight: Competitor #2 began investing in SEO Boosted efforts on prominent keywordsthat the company had not been payingattention to. Began efforts to create great content optimized for those keywords keywords. With strong inbound marketing foundationfoundation, was able to mitigate competitors efforts.
  40. 40. Thank You! Free Tools:http://Website.Grader.comhtt //W b it G d http://PressRelease.Grader.com http://Twitter.Grader.com htt //T itt G d Mike KaplanHubSpot Marketing LinkedIn: http://www.linkedin.com/in/mikekaplan1 Twitter: http://twitter.com/mikekaplan1