In the world of online marketing data is king. With analytics and data being generated automatically it’s easier than ever to determine the success of a particular marketing strategy.
But what about inbound marketing strategies? There is a lot of hype about content marketing, or inbound marketing, but it can make some people nervous. How do you measure its success? Is it right for my business? What numbers am I looking for?
How do you measure its success? Is it right for my business? What numbers am I looking for?
There aren’t simple answers to these questions. But it is possible to measure the ROI of your inbound marketing efforts. It just takes some patience.
If you have any sort of online business or blog, then focusing some of your marketing efforts on an inbound marketing service is a smart idea. Here are some ways to measure the success of your inbound marketing service.
Patience and Numbers
It’s tempting to start checking the numbers a week after you launch a serious blog but that won’t hold many answers for you. Inbound marketing takes time.
It isn’t as simple as seeing many people responded to a sale or email campaign.
The heart and soul of inbound marketing are focused on generating qualified leads that turn into customers. That sort of relationship building takes time. If you’re creating content that is drawing in your ideal customer then you’re doing your business a favor.
But it’s not simple to track.
Generally speaking, it takes about 7 months to see increases in traffic from a blog. That’s a long time in some ways, but it’s also a free and accessible way to attract warm leads.
Inbound marketing is a marathon, not a sprint. But it works. Give it some time before you start continually refreshing the page of your GoogleAnalytics.
When you utilize any inbound marketing service, it’s important to start with a goal in mind. Do you hope to increase brand awareness? Increase sales? Increase engagement?
All of these different goals can be accomplished and measured differently with an inbound marketing service. Conversion rates will give the number of visitors that have taken your desired action.
Basically, you can measure whether or not people are doing what you want them to. If you want visitors to give you their email address, you can measure how many did. If you want visitors to buy your product, you can track who did.
One of the easiest ways to measure your conversion rates is through basic Google Analytics. These will give you hard numbers that will show how well your inbound marketing campaign is working.
One simple and basic measure of success is your click-through rate or CTR. It’s easy to forget that simple test.
If someone found your content entertaining, useful, engaging, they will most likely click through to more of your content or your services/products. Studying how frequently people click through will help you measure your success.
Also, studying what types of content encourage the highest CTR will help you tailor your content to meet your audience’s needs.
A part of any good inbound marketing service will include social media strategies. Utilizing the free resources of social media will increase brand awareness and drive customers to your website.
It’s important to continue to grow your audience, but it’s equally important to actively engage your audience on social media. A smaller number of engaged followers is better than a huge number of distant followers.
Social media is the perfect place to begin fostering relationships that can turn into qualified leads, customers, and then brand promoters.
Social media is also pretty easy to get hard data from. You can track the number of likes, shares, and follows your content and brand receive. Once you figure out what your audience responds to and engages with, you can adjust and provide even more useful content.
It’s really important to keep a close eye on the month-to-month number of unique visitors. To ensure that your inbound marketing service is paying off, your numbers should be steadily increasing.
Organic traffic refers to the people who visit your website or blog in a naturally occurring way that isn’t in response to an ad or email campaign. These visitors will show you whether or not your blogs, guest blogs, social media presence and online networking efforts are paying off.
It’s also important to track the percentage of organic traffic that turns into leads. Then you can see how many of organic traffic visitors turn into customers.
Lead Generation Through Inbound Marketing Service
Figuring out where a majority of your leads come from will help you understand your business and your audience better. Where does a majority of your traffic come from? What drives the most revenue?
Once you have these numbers nailed down you can focus your content in an intentional way.
Most people struggle with inbound marketing because it feels like you’re just tossing your efforts to the wind and hoping for results. But that’s not the case at all!
There are many ways to measure the success of your inbound marketing tactics so that you can adjust and make smarter and more effective choices. An advertisers nightmare is zero data. Well, with an inbound marketing service you won’t be flying blind.
Traditional marketing strategies focus generally include cold calling, print ads, commercials, and on-the-ground time-consuming work. While all of that is still important, it’s crucial not to overlook the opportunities found online.
Inbound marketing feels less useful because it’s less obvious to measure. But today’s market expects it. Customers expect useful information that will earn their trust, and they want to engage with brands online through social media.
If you’re just wading into the waters of inbound marketing, be patient! And consider using an inbound marketing service that will help carry you through the marathon of inbound marketing.
What has been the most productive inbound strategy for your business? Leave a comment below! We would love to hear from you.