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Measuring Inbound Marketing

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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 > Sales

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  • 1. Measuring Inbound Marketing Jeremy Bencken June 10, 2009 Austin Web Analytics Wednesday
  • 2. The Inbound Marketing Funnel Sales Management Salesforce.com, Sugar CRM, Microsoft Dynamics Analytics Google Analytics, Coremetrics, Webtrends $ SEO Link Research WhoLinksToMe, SEOMoz, Majestic SEO Leads SEO Rankings Hubspot, WebCEO, Traffic rankradar, RockinSEO News stories, blog posts, Twitter Re-Tweets Search Rankings Burrells Luce, CustomScoop, CRM’s TweetReach Inbound Links BuzzStream, Vocus, Highrise, Gist, Xobni, MrTweet Coverage Email, Twitter, blog Relationships comments, trackbacks BuzzStream, Radian6 Engagement Social Media Monitoring Listening Google Alerts, Social Mention, Radian6, filtrbox
  • 3. Relationship Metrics
  • 4. Influence Metrics- PageRank
  • 5. Influence Metrics- Inbound Links
  • 6. Influence Metrics- Unique Visitors
  • 7. Influence Metrics- Technorati
  • 8. Influence Metrics- Twitter Followers
  • 9. Coverage Metrics
  • 10. Coverage Metrics- Twitter
  • 11. Coverage Metrics- Twitter
  • 12. Coverage Metrics- Blog Comments
  • 13. Coverage Metrics- Referrers
  • 14. Coverage Metrics- Readers
  • 15. Inbound Links • Link quality – PageRank – Good keyword anchor text – Related/relevant content
  • 16. Inbound Links
  • 17. 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
  • 18. Rankings: SERP Monitoring
  • 19. 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
  • 20. Traffic By Search Ranking 2 4 6 8 10 Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/
  • 21. What is BuzzStream?

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