Inbound Marketing ROI & Closed Loop Reporting
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Inbound Marketing ROI & Closed Loop Reporting

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Discussion about inbound marketing basics, how to track the ROI and the most powerful tool available to marketers - closed loop reporting.

Discussion about inbound marketing basics, how to track the ROI and the most powerful tool available to marketers - closed loop reporting.

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  • Welcome to our Step 2 class, Getting Found Through Blogging. I’ll show you how to take the knowledge you have about your business and industry, and easily turn it into a traffic generating blog post. Pretty cool, huh?
  • Half the money I spend on advertising is wasted; the trouble is “I don’t know which halfJohn Wanamaker is considered by some to be the godfather of modern advertising and a "pioneer in marketing."[1]He was quoted quite some time ago stating this. And, the sad part is that it used to be true.
  • All the of traditional forms of marketing shown here – were very very hard to track. Did my magazine article work – or did someone popular wear the shoes I’m selling.And, there is a problem with these modes of marketing – like television ads, radio spots, billboards, newspaper ads. Traditional marketing is based on pushing marketing in your face – you’re forced to watch TV commercials, listened to radio advertisments and the like. But, there is a problem. People are becoming extremely effective at blocking them out.
  • As new technologies emerge – new filters for these are developed – such as TIVO, DVR and Sirius radio. Also, we become too accustomed to these advertisements, that we develop awesome internal filters to block it out.
  • Build marketing that people love!
  • We are no longer selling them, For only 99.99 like traditional commercials do. You can have this beautiful new… No, we’re shifting the way that we connect to prospective customers and clients.
  • And you can do that with inbound marketing. Do that by building helpful educational marketing that people love, are interested in, and aren’t afraid of. Inbound marketing is a way to educate and provide valuable information to people when they need it – rather than pushing it in their face. Essentially, earning people’s trust with that information so when they decide to purchase – they purchase from you.
  • We connect when they’re ready. Everyone is looking for solutions to their problems – and the best way to find an answer is to Google it. If I have a leaky faucet the first thing I do is google “How to fix a leaky faucet” I then try to fix it on my own – but if I’m unable – then I can also google potential plumbers in the area.
  • We’ve broken down the next part of the class into 5 bite sized, digestible best practices for your dining pleasure. To learn a couple more blogging best practices go to:http://blog.hubspot.com/blog/tabid/6307/bid/5963/4-Business-Blogging-Best-Practices.aspx
  • This blog post – which we actually call marketing assets – help people to solve their problems. We’re becoming the educator and are solving problems. Companies that solve problems win customers.
  • Last stage here is analyzing your inbound marketing efforts to make sure you’re taking advantage of your most effective channels.
  • What on earth is your goal?I want you guys to think about these. Which ones are going to be measurable and you can really determine their ROI. Increase site traffic…
  • What on earth is your goal?I want you guys to think about these. Which ones are going to be measurable and you can really determine their ROI. Increase site traffic…
  • What on earth is your goal?I want you guys to think about these. Which ones are going to be measurable and you can really determine their ROI. Increase site traffic…
  • Make sure your goals are measurable and concrete. Really there should be no fuzziness allowed – if it is – then it won’t be possible to measure
  • So, in order to demonstrate your ROI on your inbound marketing efforts – you must always start with the end in mind.The end is usually making money whether it be from new customers, or from existing customers. But as we say here at HubSpot-
  • If it don’t make dollars – it don’t make sense.
  • Marketing campaigns are investments. And like any smart investment, they need to be measured, monitored and compared to other investments to ensure you’re spending your money wisely.Gross Profit = Gross Revenue – Cost of Goods Sold [here's an article that shows you how to calculate COGS]Gross Profit = Gross Revenue * Profit Margin (the % of your revenue that is actually profit)
  • Typically this involves connecting your marketing analytics software with your CRM (customer relationship management) software. Wouldn’t it be great to know which specific keywords drive the best site visitors, who turn into leads and then customers? Or wouldn’t it be great to know which social media channel drives the best site visitors, leads and customers as well? With closed loop reporting, these are all possible.
  • Closed-loop reporting is one of the most powerful tools that we online marketers have at our disposal. Not only does it allow us to demonstrate our work’s value to our bosses, organizations and clients, but it also enables us to improve our marketing.
  • this is the entry point of your closed-loop system. As the lead progresses through your sales and marketing stages, you’ll be able to attribute them back to the proper channel. if they came into your site through a link from a trade show, an email marketing campaign or a search term, for example, you’ll be able to trace them back to that original source.for instance, here is what that data can look like. below you see a screenshot of Hubspot’straffic by channel, brought to us by the marketing analytics tools of our software. by looking at this data we are able to see trends and compare channels. we know which are our most valuable sources of traffic and can work on optimizing the rest.Common goals here might be more website traffic overall – or from specific mediums like social media, email marketing, tradeshows or anything else.
  • You must specify a specific campaign – with a tracking URL.Instead of getting 10 visitors from JUST twitter,You can specify which campaigns they came from.There are programs – you can even use BIT.LY and add them to specific bundles. But you need to find out where they are coming from – and more specifically what campaign.
  • The second component gives you more insight as to a typical browsing session for a site visitor. Once they land on your site with that tracking token – you can track the pages they look at and the date and time that they saw it. Take a look at the pages a site visitor looks at that don’t fill out there information. Do you have the CTA’s present – do they speak to someone on that page?
  • This part allows you to send qualified prospects to your sales team.As the marketer, you bring in the leads, and your sales team’s job to follow-up with them. This part uses lead capture forms to gather someone’s information – recall back to the “How to create a facebook business page” example. The Call to Action to download the introductory guide links to a page with the sole purpose of capturing my information.If this was an offer that was further into the buying cycle – needing services today – then an offer might be “Hire us today to fix your leaky faucet” – if someone fills out that form – the lead is hot and needs to be called shortly.
  • finally, you need to look at all of the leads that your sales team has closed and attribute them back to their original marketing initiative. if you’ve setup everything in steps one through four, this should be a relatively straightforward process. for most medium-sized business, the easiest way to achieve this is through your customer relationship management (crm) system. for smaller businesses, you might do this more manually using a spreadsheet.
  • 1.2. We can now see the pages they look at, the date and time. Gives us ideas on what their browsing session looked like – did they see calls to action – was there a broken link somewhere – did we not make the process to becoming a lead streamlined?Once we have enough customers – we can take a step backand look at what channels were most effective at driving site visitors. Was it social media, referalls, site traffic on a specific keyword?
  • 1.2. We can now see the pages they look at, the date and time. Gives us ideas on what their browsing session looked like – did they see calls to action – was there a broken link somewhere – did we not make the process to becoming a lead streamlined?Once we have enough customers – we can take a step backand look at what channels were most effective at driving site visitors. Was it social media, referalls, site traffic on a specific keyword?
  • Thanks for attending today’s class. I hoped you learned all you need to become a blogging superstar. Next up is the Promote Your Content call, which you can register for here: http://academy.hubspot.com/webinars/step-3-promote-your-content/For Technical Questions - Contact SupportInbound Marketing/General Questions - Customer Forums or email us.

Inbound Marketing ROI & Closed Loop Reporting Inbound Marketing ROI & Closed Loop Reporting Presentation Transcript

  • INBOUNDMARKETINGROI
  • WHAT WE’LLGET INTO TODAY 1. What is inbound marketing? Basic overview of how it works 2. How to measure inbound marketing ROI 3. Q&A Session
  • “Half the money Ispend on advertisingis wasted; the troubleis I don’t know whichhalf” - John Wanamaker “Pioneer in Marketing”
  • OUTBOUND MARKETING!
  • OUTBOUND MARKETING IS BROKEN SKIP TV ADS UNSUBSCRIBE RECYCLE/TRA SH SAY ‘DO NOT CALL’
  • WHAT IS AMARKETERTO DO?
  • WHAT IS AMARKETERTO DO? = TRANSFORM THE WAY YOU DO MARKETING!
  • Make marketingpeople love
  • Inbound marketing is afundamental shiftin how we connect to potential customers
  • People are now educating themselves.Finding solutionsto their problemsUsing the Internet.
  • The fundamentalshift is when you become the educator.
  • INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  • INBOUNDMARKETIN Get Found 3 G Pillars Convert Analyze
  • HOW TOGET FOUNDONLINE?Search Engines 3 Inbound Links MAJOR WAYS Social Sharing
  • INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  • Download our FreeeBook on Inbound Marketing! aaaaaaaaaaaaaa Lead GET IT NOW! Call to Action Landing Page with a Form
  • HOW DOESTHISWORK?
  • How to create aFACEBOOKBUSINESS PAGE?
  • Awesome helpful content!
  • Moreawesome content!
  • INBOUND Get FoundMARKETIN 3 G Pillars Convert Analyze
  • Increase There is a Increase number lot we can profits of leads analyze Increase Increasesite traffic inbound Increase links Grow social visit/customer media conversion reach rates
  • ANY GOOD Increase MARKETING Increase number SOFTWARE profits of leads CAN HELP WITH THESE! Increase Increasesite traffic inbound Increase links Grow social visit/customer media conversion reach rates
  • What software can’t help with…Improve Improve social brand media awarenesspresence Improve Enhance customer online awareness presence
  • BE CONCRETEWITH YOURGOALS! (no fuzziness allowed!)
  • TO DETERMINE ALWAYSROI START WITH THE END IN MIND!
  • AND IF IT DON’TREMEMBER MAKE DOLLARS IT DON’T MAKE SENSE!
  • How to begin tracking ROIDetermine what your concrete goal isFind the most helpful toolsBe mindful - record time and moneyspent on the project
  • FACT: While many companies are investing in inbound marketing – most are done without the ability to demonstrate any ROI
  • WHAT IS AMARKETERTO DO? = BEGIN USING CLOSED-LOOP MARKETING!
  • Closed-LoopMarketingDefinition: Marketing that relies on data and insightsfrom closed-loop reporting.The most powerful way to determine whichmediums/channels are the most effective at driving highquality leads which end up purchasing.
  • Closed-Loop Marketing Benefits … by being more efficientAllows us to marketersdemonstrate capitalizing on our work’s the bestvalue to our Helps you to Work bosses. attract more smarter, not high-quality harder... leads
  • Always specify a ! campaign with tracking URLS. Use tracking URLS“/?utm_medium=social&utm_sources=twitter”
  • Site Visitors
  • Now this is closed-loop reporting!
  • Which keywords drove the most customers!
  • Recap onClosed-Loop Marketing 1. Fairly new, and incredibly powerful new marketing reporting. 2. Tracks site visitors actions on our site with tracking tokens – giving us insight to a ton of helpful information. 3. After a large enough sample size of new customers is gained – we can determine which are the best channels to pursue. 4. This information can help us shorten the sales cycle, learn more about our buying personas (we see their site activity), set the right goals & expectations, and ultimately be a better marketer.
  • Inbound MarketingROI Recap 1. It’s all there – you just need the right tools. Ideally in one place. 2. If it don’t make dollars – it don’t make sense. 3. Make sure you’re concrete with your goals. No fuzziness allowed. 4. Make sure you’re tracking your time and money as an investment to show the true ROI.
  • THANK YOU! Sarah Bedrick Twitter.com/sbedrick Sarahbedrick.com www.HubSpot.com