You need to look at a wide range of metrics in order to evaluate the success of your inbound marketing campaign. If you want an overview of your offer’s performance, start with the analytics tied to your marketing offer’s landing page, such as: - Views - Submissions - Conversion rate - New leads - New customers View the full post on the VIEO Design blog here: http://hubs.ly/y0CWVX0

1. How to Create an Effective
Inbound Marketing Campaign
Measure
Everything
and
Troubleshoot
Step
#6
vieodesign.com

2. Revisiting each element of your campaign and analyzing how it
performed individually and as a part of the whole is key to
improving your marketing performance.
Look at a wide range of metrics in
order to evaluate the success of
your campaign
If you want an overview of your offer’s performance,
start with the analytics tied to your marketing offer’s
landing page, such as:
• Views
• Submissions
• Conversion rate
• New leads
• New customers
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3. Different metrics tell different stories.
So, if you performance wasn’t what you were
hoping for, take the time to find out which
metric needs to be improved.
• Example: If the number of landing page views was
low, you need to work harder to promote the offer
and drive traffic to it.
Yikes! What if your
offer’s performance
was poor?
? ?
?
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4. If the conversion rate of the landing page is low:
You need to focus on creating a more compelling offer,
optimizing your landing page, or making sure that you’re
driving the right traffic – the people who will be interested
in your offer – to the landing page.
If the number of new leads created by this offer is low:
It could mean that your existing contacts are not sharing
your offer with new people. You need to either incentivize
them or find venues of promotion to a new audience.
If the number of customers the offer brought you isn’t very high:
That could mean that your workflows aren’t successfully
nurturing leads to convert them into customers. You may
need to revisit your workflows to make them more
effective.
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5. Don’t forget to look at how
you promoted your offer…
• The same idea – measuring key metrics – applies to the
rest of the components you used in your marketing
campaign, such as your calls-to-action (CTAs), email
blasts, blog, and social media.
• You should be able to use analytics to explore the
number of new leads and customers you generated from
each channel, and you should also have access to key
performance indicators that give you cues on how to
improve the final results of your campaign.
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6. There are two key metrics that you
can monitor in order to improve the
effectiveness of your CTAs:
• View-to-click rate
• Click-to-submission rate
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7. If the view-to-click rate
of your CTAs is low
• Make sure the CTA is engaging and
well-designed, or...
• Make your offer more compelling so that
more people who see the CTA choose to
click through.
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8. Ask Yourself:
• Is my description easy to read and understand?
• Am I making the benefits of the offer clear?
• Is the submission form overwhelming?
• Is the page as a whole visually appealing?
If the click-to-submission
rate of your CTAs is low
Focus on optimizing your landing page and making it
perfectly aligned with your CTA.
vieodesign.com

9. The metrics behind lead nurturing and email
marketing overlap. They show the performance of
your email blasts and the extent to which recipients
engage with your email content.
For automatic lead nurturing emails and email
blasts, the key analytics are:
• Click-through rate
• Unsubscribe rate
Use an engaging format
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10. If the click-through
of your emails is low
Start creating more compelling offers, or spend more time on
segmenting your email list. If your emails aren’t getting
opened at all, make sure they’re personalized and experiment
with subject lines. (Note that while open rate is a helpful
metric, it isn’t very reliable).
That could mean that your offer isn’t appealing
enough to the recipients.
vieodesign.com

11. • Blog post analytics
• Page views
• Inbound links
• CTA click-through rate
Promoting Your Offer with Blogging
& Social Media Marketing
• Each of these individual metrics can help you identify weaknesses and
strengths in your marketing campaign. However, don’t forget about the
bigger picture – stay focused on the number of new leads and
customers your campaign (and each of your channels) generated.
• As you begin developing your next stellar marketing offer, make sure to
incorporate the things you learned from this offer, and adjust accordingly!
Here are some of the key metrics that you need to monitor:
• Social media analytics
• Click-through rates
• Shares
• Comments/replies
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12. Download Our
Free Ebook!
Download our ebook
to learn more about not
only what constitutes
an effective marketing
campaign, but how to
build and implement one!
HOW TO CREATE
AN EFFECTIVE
INBOUND
MARKETING
CAMPAIGN
A publication of
vieodesign.com
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