measuring inbound marketing
DESCRIPTION
http://www.buzzstream.com Inbound Marketing is the process of helping customers find your company online both through organic search (SEO) and social media. This presentation covers measuring metrics throughout the inbound marketing funnel: Listening > Engagement > Relationship > Coverage > Links > Search Rankings > Traffic > Leads > SalesTRANSCRIPT
![Page 1: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/1.jpg)
Measuring Inbound Marketing
Jeremy BenckenJune 10, 2009
Austin Web Analytics Wednesday
![Page 2: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/2.jpg)
The Inbound Marketing Funnel
Relationships
Engagement
Listening
Coverage
Inbound Links
Search Rankings
Traffic
Leads
$
Social Media MonitoringGoogle Alerts, Social Mention, Radian6,
filtrbox
Email, Twitter, blog comments, trackbacksBuzzStream, Radian6
CRM’sBuzzStream, Vocus, Highrise,
Gist, Xobni, MrTweet
News stories, blog posts, Twitter Re-Tweets
Burrells Luce, CustomScoop, TweetReach
SEO Link ResearchWhoLinksToMe,
SEOMoz, Majestic SEO SEO RankingsHubspot, WebCEO,
rankradar, RockinSEO
AnalyticsGoogle Analytics,
Coremetrics, Webtrends
Sales ManagementSalesforce.com, Sugar
CRM, Microsoft Dynamics
![Page 3: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/3.jpg)
Relationship Metrics
![Page 4: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/4.jpg)
Influence Metrics- PageRank
![Page 5: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/5.jpg)
Influence Metrics- Inbound Links
![Page 6: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/6.jpg)
Influence Metrics- Unique Visitors
![Page 7: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/7.jpg)
Influence Metrics- Technorati
![Page 8: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/8.jpg)
Influence Metrics- Twitter Followers
![Page 9: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/9.jpg)
Coverage Metrics
![Page 10: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/10.jpg)
Coverage Metrics- Twitter
![Page 11: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/11.jpg)
Coverage Metrics- Twitter
![Page 12: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/12.jpg)
Coverage Metrics- Blog Comments
![Page 13: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/13.jpg)
Coverage Metrics- Referrers
![Page 14: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/14.jpg)
Coverage Metrics- Readers
![Page 15: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/15.jpg)
Inbound Links
• Link quality– PageRank– Good keyword anchor text – Related/relevant content
![Page 16: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/16.jpg)
Inbound Links
![Page 17: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/17.jpg)
Rankings: Y=N(X)*F(X)• Y = Ranking• X = User’s search term• F = Off-page factors (70%)– Inbound links– Anchor text– Bounce rate(?)
• N = On-site factors (30%)– Text on page, keyword density, URL, domain name– Meta tags, H1, titles, HTML validation, img alt text– +190 other factors… page load speed, domain age,
page footprint growth, content freshness
![Page 18: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/18.jpg)
Rankings: SERP Monitoring
![Page 19: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/19.jpg)
Traffic
• Traffic volume determined by…– Number of keywords your site can be found by• Pages in the index
– Search popularity of your keywords– Click through rate on your listings in the SERPs
• Traffic quality– Tire kickers or buyers?– Conversion rate by source
![Page 20: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/20.jpg)
10
8
6
4
2
Traffic By Search Ranking
Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/
![Page 21: Measuring Inbound Marketing](https://reader036.vdocuments.site/reader036/viewer/2022062513/554cd550b4c905d6488b4b2e/html5/thumbnails/21.jpg)
What is BuzzStream?