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#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
The struggle is real.
#LearnInbound @danaditomaso
But we still keep doing
the same things.
#LearnInbound @danaditomaso
Let’s share our struggles.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
How can we fix this?
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
What is reporting?
#LearnInbound @danaditomaso
Monitoring is data.
Reporting is insight.
#LearnInbound @danaditomaso
example: decrease in organic
traffic
#LearnInbound @danaditomaso
Monitoring is still important.
But it isn’t a report.
#LearnInbound @danaditomaso
Reports should tell you if you’re
meeting your goals.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
We measure what’s important to
the company, not the customer.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
We aren’t focused on helping our
customers solve their problems
as fast as possible.
#LearnInbound @danaditomaso
Our metrics speak to
our concerns, not our
customer’s concerns.
#LearnInbound @danaditomaso
We need to be customer centric.
#LearnInbound @danaditomaso
Can we solve their
problems faster?
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
The old way is traffic and
conversions, and that’s it.
#LearnInbound @danaditomaso
Start measuring if a customer
could answer their question
without an organic visit.
#LearnInbound @danaditomaso
Start measuring customer
satisfaction after the sale.
#LearnInbound @danaditomaso
Start measuring if a
customer finds your content
relevant and useful.
#LearnInbound @danaditomaso
Let’s call these
customer conversions.
#LearnInbound @danaditomaso
Number of featured snippets.
#LearnInbound @danaditomaso
Facebook conversation rate and
sentiment analysis.
#LearnInbound @danaditomaso
Was your content consumed?
#LearnInbound @danaditomaso
How long would it take someone
to read this content?
#LearnInbound @danaditomaso
When does the content end?
#LearnInbound @danaditomaso
Did both these things happen?
#LearnInbound @danaditomaso
If so, the content was consumed.
#LearnInbound @danaditomaso
If not, you abandoned, skimmed,
or hoarded the tab for later.
#LearnInbound @danaditomaso
Start measuring content
consumption:
kickpoint.ca/mozcon2018
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
We’ve all made bad reports.
#LearnInbound @danaditomaso
But why do we do this?
#LearnInbound @danaditomaso
Insecurity?
#LearnInbound @danaditomaso
If you can’t trust the data, then
we can’t trust you.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
Start with the end.
#LearnInbound @danaditomaso
Build a goal charter.
#LearnInbound @danaditomaso
A goal charter answers
three questions.
#LearnInbound @danaditomaso
What are your goals?
#LearnInbound @danaditomaso
Why do these goals exist?
#LearnInbound @danaditomaso
How will we know when
we’ve met the goal?
#LearnInbound @danaditomaso
Build the charter before
you do anything else.
#LearnInbound @danaditomaso
Ask the what, how, and why
for each goal.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
Use the client’s own words.
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
Now what?
#LearnInbound @danaditomaso
Share your goal charter!
#LearnInbound @danaditomaso
#LearnInbound @danaditomaso
Once you hit a goal,
start on another.
#LearnInbound @danaditomaso
Let’s face a few hard truths.
#LearnInbound @danaditomaso
People don’t switch agencies
or hire new in-house
marketers because they
want more of the same.
#LearnInbound @danaditomaso
People make changes when
they don’t understand.
#LearnInbound @danaditomaso
Without understanding,
we lose accountability and trust.
#LearnInbound @danaditomaso
And then we end up in the
blame game.
#LearnInbound @danaditomaso
We’re all trying to help
people do better.
#LearnInbound @danaditomaso

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