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Marketing Analytics 101: How to Measure the Effectiveness of Your Website

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    Marketing Analytics 101: How to Measure the Effectiveness of Your Website - Presentation Transcript

    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

    + HubSpot MarketingHubSpot Marketing, 3 months ago

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