Measuring Inbound Marketing 101 HubSpot

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You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.

Topics include:

* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI

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Measuring Inbound Marketing 101 HubSpot

  1. Slides: SlideShare.net/HubSpot Twitter: @mikekaplan1 Measuring Inbound Marketing 101 Mike Kaplan HubSpot Marketing
  2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  4. 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
  5. Inbound Marketing Content SEO Social Media
  6. 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
  7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  8. 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
  9. 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
  10. 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
  11. Using the funnel Visitors Leads Sales Sl
  12. 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)
  13. 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 
  14. 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
  15. Measuring Your Website Visitors Visitors Prospects Your Website should help Leads move visitors as far down Opportunities the funnel as possible Sales Sl Sales
  16. 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%
  17. 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?
  18. 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
  19. 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
  20. 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)
  21. 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
  22. 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
  23. 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
  24. 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
  25. Optimizing your blog Use these metrics to: 1) Understand your blogging investment 2) Determine what content works best for your audience Source:Concurringopinions.com
  26. 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
  27. Determining your social status What it measures? Metric = Followers = Contacts Total reach and Groups = Friends
  28. Know Your Share of Voice • How much are people talking about you?
  29. 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)
  30. Tracking the Twitterati • Do this with Twitter Search as well (search twitter.com) twitter com)
  31. 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
  32. 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
  33. 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
  34. 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
  35. Let’s Check The Funnel 2500 2000 1500 Visitors Leads 1000 Sales Sl 500 0 January February March April May
  36. Where is our traffic coming from? 2500 2000 1500 Paid Social Media Blog g 1000 SEO 500 0 January February March April May
  37. Break out the SEO metrics Inbound Links 80000 70000 60000 50000 40000 30000 20000 10000 0 January February March April May Inbound Links
  38. 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
  39. 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.
  40. 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

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