Slides: SlideShare.net/HubSpot
Twitter: @mikekaplan1
Measuring Inbound Marketing 101
Mike Kaplan
HubSpot Marketing

How to Participate on Twitter
Step One
1. Login to your Twitter account
g y
2. Comment and ask questions
including the hashtag “#hubspot”

How to Participate on Twitter
Step Two
1. Go to http://search.twitter.com
2. Search for “#hubspot”

Agenda
I. What’s 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

Inbound Marketing
Content SEO Social Media

Rethinking Marketing
Outbound Marketing Inbound 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

Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee

Why do you want to measure?
• Understand what’s happening with your
marketing efforts and overall b i
ki ff d ll business
• Decide which inbound marketing programs to
invest in
• Control how fast or slow your business is
growing

Agenda
I. What’s 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

Understanding Your Business
Inbound marketing
can be a growth
engine for your
business…
business
Flickr photo: dave_7
…if you know what
y
kind of car it’s
p
powering.g
Flickr photo: ZeroOne

Using the funnel
Visitors
Leads
Sales
Sl

Getting started with the funnel
• Set monthly goals
• Determine sources
so rces Company X Lead Chart
• Know how much a 150
lead and a customer 100
costs to acquire 50
0
Lead cost = (Marketing
Sep‐08 Oct‐08 Nov‐08 Dec‐08
costs/# of leads)
Goal Actual
Customer cost =
(Marketing+Sales)/#of
customers)

Are other metrics important to you?
Business Metrics
Business Metrics Type of Business
Type of Business
# of customers Fast food restaurant
Revenue per customer
Customer acquisition cost
Ct i iti t Telephone company
Tl h
Cancelation rate
# of orders Product manufacturer
Factory capacity

Agenda
I. What’s 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

Measuring Your Website
Visitors
Visitors
Prospects
Your Website
should help
Leads
move visitors
as far down
Opportunities the funnel as
possible
Sales
Sl
Sales

Measuring Your Website
Visitors
Vi i
Visitors
Conversion Breakdown
Prospects
Leads This Month
Last Month
Last Month
Opportunities 0% 20% 40% 60% 80% 100%
Sales
Sales This Month
Last Month
0% 20% 40% 60% 80% 100%

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 don’t make sense
• Page views?
• Time spent?

Agenda
I. What’s 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

The basics of SEO metrics
Metric What it measures?
Inbound Links Your volume and
Y l d
engagement
Your prominence
Keywords in top 10
Visitors
Traffic conversion

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 don’t want your own links (use
-yourcompany.com command in search bar)

Why Keywords in Top 10 Matter
• Top 10 dramatically 40-
45%
increases your
60-
chances of being 65%
found
• Understand what
~85%
keywords drive the best
y
traffic
• Which are Top 10
attainable
• Where is your
competition?
p

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 there’s a negative trend is it:
• Search engine related: know your buyer’s
purchasing process
• Keyword related: differences amongst conversion
percentages
• Website related: discussed previously

Agenda
I. What’s 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

The basics of blogging metrics
What it measures?
Metric
Total reach
Subscriptions
Engagement/
E /
Comments
Pulse of market)
SEO impact
Inbound links
Visitors
Vi it
Traffic conversion
ff

Optimizing your blog
Use these metrics to:
1) Understand your
blogging investment
2) Determine what
content works best for
your audience
Source:Concurringopinions.com

Agenda
I. What’s 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

Determining your social status
What it measures?
Metric
= Followers
= Contacts
Total reach
and Groups
= Friends

Know Your Share of Voice
• How much are people talking about you?

Setting up a social media feed is easy
• Example: set up a blog search feed for “Your
Company
Company”
• 1) Enter your company’s 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)

Tracking the Twitterati
• Do this with Twitter Search as well (search
twitter.com)
twitter com)

Agenda
I. What’s 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

The basics of paid campaign metrics
Metric What it measures?
Traffic conversion Visitors
rate
Lead conversion Landing Page
rate effectiveness
Customer Return on
conversion rate investment
• *Must know what a
Must
customer is worth

Agenda
I. What’s 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

The Ultimate Red Flag
100
90
80
70
January
60
February
50
March
40
April
A il
30 May
20
10
0
Monthly Sales
Monthly Sales

Let’s Check The Funnel
2500
2000
1500
Visitors
Leads
1000 Sales
Sl
500
0
January February March April May

Where is our traffic coming from?
2500
2000
1500 Paid
Social Media
Blog
g
1000
SEO
500
0
January February March April May

Break out the SEO metrics
Inbound Links
80000
70000
60000
50000
40000
30000
20000
10000
0
January February March April May
Inbound Links

Break out the SEO metrics
% of Keywords in Top 10
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
January February March April May
My company Competitor #1 Competitor #2

The Insight and Action
• Insight: Competitor #2 began investing in
SEO
• Boosted efforts on prominent keywords
that the company had not been paying
attention to.
• Began efforts to create great content
optimized for those keywords
keywords.
• With strong inbound marketing foundation
foundation,
was able to mitigate competitor’s efforts.

Thank You!
Free Tools:
http://Website.Grader.com
htt //W b it G d
http://PressRelease.Grader.com
http://Twitter.Grader.com
htt //T itt G d
Mike Kaplan
HubSpot Marketing
LinkedIn: http://www.linkedin.com/in/mikekaplan1
Twitter: http://twitter.com/mikekaplan1