Marketing
Analytics 101
How to Measure the Effectiveness of Your Website

        Mike Volpe
        VP Marketing @H bSpot...
Outbound Marketing
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
         ...
Marketing Has Changed

    1950 - 2000         2000 - 2050
Inbound Marketing

   Blog
      g        SEO   Social Media
Inbound Marketing
 Process                     Tools
 Get F
 G t Foundd                Get F
                           G ...
Why do you want to measure?

  Understand what’s happening with your
  marketing efforts and overall business

  Decide wh...
Marketing Analytics vs. Website Analytics

 • Website Analytics
   • Hits, Page Views, Time on Site
   • Page Load Time, V...
Is Your Website Performing?

 1. Attract website visitors
    (Blog, SEO Social Media)
    (Bl    SEO, S i l M di )
 2. Co...
Is Your Website Performing?

 1. Attract website visitors (Blog, SEO,
    Social Media)
    S i l M di )
 2. Convert visit...
Attract Website Visitors: Blog
                  Blog

              Website Visitors



               Get Found


      ...
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Track: Blog Metrics

 • Traffic Drawing Keywords
What to Track: Blog Metrics

 • Traffic Drawing Keywords
 • Subscribers
What to Track: Blog Metrics

 • Traffic Drawing Keywords
 • Subscribers
 • Comments
What to Track: Blog Metrics

 •   Traffic Drawing Keywords
 •   Subscribers
 •   Comments
 •   Inbound Links
What to Track: Blog Metrics

 •   Traffic Drawing Keywords
 •   Subscribers
 •   Comments
 •   Inbound Links
 •   Traffic,...
Attract Website Visitors: SEO
       Search Engine Optimization

              Website Visitors



                Get Fou...
Organic Search is Better


                      Pay Per Click – 25% of Clicks


                      Organic Results
   ...
How Does Google Decide?




    On-Page          Off-Page
     25%               75%
Build a Long Lasting Asset




Flickr photo: Thomas Hawk
More Content = More Visitors & Power
           Traffic After Increasing Blog Frequency




                           Mik...
What to Track: SEO Metrics

 • Keywords in Google top 10
What to Track: SEO Metrics

 • Keywords in Google top 10
 • Keyword Rank (vs. Competition)
What to Track: SEO Metrics

 • Keywords in Google top 10
 • Keyword Rank (vs. Competition)
 • Inbound Links
What to Track: SEO Metrics

 •   Keywords in Google top 10
 •   Keyword Rank (vs. Competition)
 •   Inbound Links
 •   Tra...
Attract Website Visitors: Social Media
               Social Media

               Website Visitors



                Get...
Good Content Spreads
What to Track: Social Media Metrics

 • Reach
What to Track: Social Media Metrics

 • Reach
 • Influence
What to Track: Social Media Metrics

 • Reach
 • Influence
 • Referrals from Social Media




         Twitter.com (5.1%)
...
What to Track: Social Media Metrics

 •   Reach
 •   Influence
 •   Referrals from Social Media
 •   Traffic, Leads, Custo...
Is Your Website Performing?

 1. Attract website visitors (Blog, SEO,
    Social Media)
    S i l M di )
 2. Convert visit...
Convert with Landing Pages


                                 Target Market
                                 T      M k
Co...
Landing Page Uses

 • Call to action on website homepage

 • Links in all email newsletters / emails

 • Use for all pay-p...
Which Offers Convert Better?
Is Your Website Performing?

 1. Attract website visitors
    (Blog, SEO Social Media)
    (Bl    SEO, S i l M di )
 2. Co...
How to Track Your Funnel




 Track visitors.
How to Track Your Funnel




 Track visitors. Track leads.
How to Track Your Funnel




 Track visitors. Track leads. Track customers.
How to Track Your Funnel
What does this tell us?
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Relative Cost/Lead for SMBs




   Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
Inbound Marketing ROI

 • Inbound marketing focused
   companies h
           i have a 61% llower cost
                   ...
Summary
Questions you should be able to answer:
• How many visitors leads and
              visitors,
  customers am I get...
Who is HubSpot?
Who’s HubSpot?




• Founded in July 2006 from research at MIT
• Cambridge, MA
• 1 500+ customers, 95+ employees
  1,500+ ...
HubSpot Awards
HubSpot Buzz
Inbound Marketing Software
HubSpot Customers’ Proven ROI

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


    ...
www.HubSpot.com/Free­Trial



     Mike Volpe
     VP Marketing @HubSpot
     Twitter: @mvolpe
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Marketing Analytics 101 Webinar July2009

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Marketing Analytics 101 Webinar July2009

  1. 1. Marketing Analytics 101 How to Measure the Effectiveness of Your Website Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe
  2. 2. Outbound Marketing
  3. 3. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  4. 4. Marketing Has Changed 1950 - 2000 2000 - 2050
  5. 5. Inbound Marketing Blog g SEO Social Media
  6. 6. Inbound Marketing Process Tools Get F G t Foundd Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • O ti i Optimize • S i l M di Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target • Nurture Convert C t • Landing Pages • Email • Lead Intelligence • Lead Mgmt • Analytics
  7. 7. Why do you want to measure? Understand what’s happening with your marketing efforts and overall business Decide which marketing programs to invest in Control how fast or slow your business is growing
  8. 8. Marketing Analytics vs. Website Analytics • Website Analytics • Hits, Page Views, Time on Site • Page Load Time, Visit Geography g g p y • M k ti A l ti Marketing Analytics • Leads & Customers • Marketing Campaigns • Closed Loop Marketing
  9. 9. Is Your Website Performing? 1. Attract website visitors (Blog, SEO Social Media) (Bl SEO, S i l M di ) 2. Convert visitors to leads (Landing Pages) 3. 3 Produce Measurable ROI (Leads, Sales)
  10. 10. Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) S i l M di ) 2. Convert visitors to leads (Landing Pages) 3. 3 Produce Measurable ROI (Leads(Leads, Sales)
  11. 11. Attract Website Visitors: Blog Blog Website Visitors Get Found Convert C t Customers
  12. 12. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  13. 13. What to Track: Blog Metrics • Traffic Drawing Keywords
  14. 14. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers
  15. 15. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments
  16. 16. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments • Inbound Links
  17. 17. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments • Inbound Links • Traffic, Leads, Customers
  18. 18. Attract Website Visitors: SEO Search Engine Optimization Website Visitors Get Found Convert C t Customers
  19. 19. Organic Search is Better Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
  20. 20. How Does Google Decide? On-Page Off-Page 25% 75%
  21. 21. Build a Long Lasting Asset Flickr photo: Thomas Hawk
  22. 22. More Content = More Visitors & Power Traffic After Increasing Blog Frequency MikeVolpe.com Blog Traffic http://blog.hubspot.com/blog/tabid/6307/bid/4602/Want-More-Web-Traffic-Blog-More-Often.aspx
  23. 23. What to Track: SEO Metrics • Keywords in Google top 10
  24. 24. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition)
  25. 25. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition) • Inbound Links
  26. 26. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition) • Inbound Links • Traffic, Leads, Customers from SEO
  27. 27. Attract Website Visitors: Social Media Social Media Website Visitors Get Found Convert C t Customers
  28. 28. Good Content Spreads
  29. 29. What to Track: Social Media Metrics • Reach
  30. 30. What to Track: Social Media Metrics • Reach • Influence
  31. 31. What to Track: Social Media Metrics • Reach • Influence • Referrals from Social Media Twitter.com (5.1%) Facebook.com (9%)
  32. 32. What to Track: Social Media Metrics • Reach • Influence • Referrals from Social Media • Traffic, Leads, Customers
  33. 33. Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) S i l M di ) 2. Convert visitors to leads (Landing Pages) 3. 3 Produce Measurable ROI (Leads(Leads, Sales)
  34. 34. Convert with Landing Pages Target Market T M k Conversion is where we take what we have spent time and Website Visitors money to get (visitors) and change it into something valuable to marketing (leads). Leads A cost becomes a benefit. Opportunities Customers
  35. 35. Landing Page Uses • Call to action on website homepage • Links in all email newsletters / emails • Use for all pay-per-click ads • Next step after tradeshows or events
  36. 36. Which Offers Convert Better?
  37. 37. Is Your Website Performing? 1. Attract website visitors (Blog, SEO Social Media) (Bl SEO, S i l M di ) 2. Convert visitors to leads (Landing Pages) 3. 3 Produce Measurable ROI (Leads, Sales)
  38. 38. How to Track Your Funnel Track visitors.
  39. 39. How to Track Your Funnel Track visitors. Track leads.
  40. 40. How to Track Your Funnel Track visitors. Track leads. Track customers.
  41. 41. How to Track Your Funnel
  42. 42. What does this tell us?
  43. 43. Analyze Each Channel
  44. 44. Analyze Each Channel
  45. 45. Analyze Each Channel
  46. 46. Analyze Each Channel
  47. 47. Analyze Each Channel
  48. 48. Analyze Each Channel
  49. 49. Relative Cost/Lead for SMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
  50. 50. Inbound Marketing ROI • Inbound marketing focused companies h i have a 61% llower cost t per lead • Active HubSpot customers get an average of 6 times more leads in 6 months • www.HubSpot.com/ROI p
  51. 51. Summary Questions you should be able to answer: • How many visitors leads and visitors, customers am I getting? • What is driving those visitors, leads and customers? • What are my best and worst sources of leads and sales? • How can I grow sales? • How can I lower marketing costs?
  52. 52. Who is HubSpot?
  53. 53. Who’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1 500+ customers, 95+ employees 1,500+ t l
  54. 54. HubSpot Awards
  55. 55. HubSpot Buzz
  56. 56. Inbound Marketing Software
  57. 57. HubSpot Customers’ Proven ROI Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p www.HubSpot.com/ROI
  58. 58. www.HubSpot.com/Free­Trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
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