Marketing Analytics 101 Webinar July2009

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  • 1. Marketing Analytics 101 How to Measure the Effectiveness of Your Website Mike Volpe VP Marketing @H bSpot @HubSpot Twitter: @mvolpe
  • 2. Outbound Marketing
  • 3. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  • 4. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 5. Inbound Marketing Blog g SEO Social Media
  • 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. 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. 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. 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. 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. Attract Website Visitors: Blog Blog Website Visitors Get Found Convert C t Customers
  • 12. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 13. What to Track: Blog Metrics • Traffic Drawing Keywords
  • 14. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers
  • 15. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments
  • 16. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments • Inbound Links
  • 17. What to Track: Blog Metrics • Traffic Drawing Keywords • Subscribers • Comments • Inbound Links • Traffic, Leads, Customers
  • 18. Attract Website Visitors: SEO Search Engine Optimization Website Visitors Get Found Convert C t Customers
  • 19. Organic Search is Better Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
  • 20. How Does Google Decide? On-Page Off-Page 25% 75%
  • 21. Build a Long Lasting Asset Flickr photo: Thomas Hawk
  • 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. What to Track: SEO Metrics • Keywords in Google top 10
  • 24. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition)
  • 25. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition) • Inbound Links
  • 26. What to Track: SEO Metrics • Keywords in Google top 10 • Keyword Rank (vs. Competition) • Inbound Links • Traffic, Leads, Customers from SEO
  • 27. Attract Website Visitors: Social Media Social Media Website Visitors Get Found Convert C t Customers
  • 28. Good Content Spreads
  • 29. What to Track: Social Media Metrics • Reach
  • 30. What to Track: Social Media Metrics • Reach • Influence
  • 31. What to Track: Social Media Metrics • Reach • Influence • Referrals from Social Media Twitter.com (5.1%) Facebook.com (9%)
  • 32. What to Track: Social Media Metrics • Reach • Influence • Referrals from Social Media • Traffic, Leads, Customers
  • 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. 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. 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. Which Offers Convert Better?
  • 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. How to Track Your Funnel Track visitors.
  • 39. How to Track Your Funnel Track visitors. Track leads.
  • 40. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 41. How to Track Your Funnel
  • 42. What does this tell us?
  • 43. Analyze Each Channel
  • 44. Analyze Each Channel
  • 45. Analyze Each Channel
  • 46. Analyze Each Channel
  • 47. Analyze Each Channel
  • 48. Analyze Each Channel
  • 49. Relative Cost/Lead for SMBs Source: Survey of 100’s of SMBs - www.HubSpot.com/ROI
  • 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. 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. Who is HubSpot?
  • 53. Who’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1 500+ customers, 95+ employees 1,500+ t l
  • 54. HubSpot Awards
  • 55. HubSpot Buzz
  • 56. Inbound Marketing Software
  • 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. www.HubSpot.com/Free­Trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe