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Measuring Inbound Marketing




               Jeremy Bencken
                June 10, 2009
       Austin Web Analytics We...
The Inbound Marketing Funnel
                    Sales Management
                   Salesforce.com, Sugar
               ...
Relationship Metrics
Influence Metrics- PageRank
Influence Metrics- Inbound Links
Influence Metrics- Unique Visitors
Influence Metrics- Technorati
Influence Metrics- Twitter Followers
Coverage Metrics
Coverage Metrics- Twitter
Coverage Metrics- Twitter
Coverage Metrics- Blog Comments
Coverage Metrics- Referrers
Coverage Metrics- Readers
Inbound Links
• Link quality
  – PageRank
  – Good keyword anchor text
  – Related/relevant content
Inbound Links
Rankings: Y=N(X)*F(X)
• Y = Ranking
• X = User’s search term
• F = Off-page factors (70%)
  – Inbound links
  – Anchor tex...
Rankings: SERP Monitoring
Traffic
• Traffic volume determined by…
  – Number of keywords your site can be found by
     • Pages in the index
  – Sea...
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-p...
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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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Transcript of "Measuring Inbound Marketing"

  1. 1. Measuring Inbound Marketing Jeremy Bencken June 10, 2009 Austin Web Analytics Wednesday
  2. 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. 3. Relationship Metrics
  4. 4. Influence Metrics- PageRank
  5. 5. Influence Metrics- Inbound Links
  6. 6. Influence Metrics- Unique Visitors
  7. 7. Influence Metrics- Technorati
  8. 8. Influence Metrics- Twitter Followers
  9. 9. Coverage Metrics
  10. 10. Coverage Metrics- Twitter
  11. 11. Coverage Metrics- Twitter
  12. 12. Coverage Metrics- Blog Comments
  13. 13. Coverage Metrics- Referrers
  14. 14. Coverage Metrics- Readers
  15. 15. Inbound Links • Link quality – PageRank – Good keyword anchor text – Related/relevant content
  16. 16. Inbound Links
  17. 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. 18. Rankings: SERP Monitoring
  19. 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. 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. 21. What is BuzzStream?
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