measuring inbound marketing 101 hubspot

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Measuring Inbound Marketing 101

Mike KaplanHubSpot MarketingHubSpot Marketing

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Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

Inbound Marketing

Content SEO Social Media

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Viral videos

Interruption Permission

Budget vs. Brains

Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee

Why do you want to measure?

• Understand what’s happening with your k i ff d ll b imarketing efforts and overall business

• Decide which inbound marketing programs to invest in

• Control how fast or slow your business is• Control how fast or slow your business is growing

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

Understanding Your Business

Inbound marketing can be a growthcan be a growth engine for your businessbusiness…

Flickr photo: dave_7

…if you know what ykind of car it’s powering.

Flickr photo: ZeroOne

p g

Using the funnel

Visitors

Leads

S lSales

Getting started with the funnel

• Set monthly goalsDetermine so rces• Determine sources

• Know how much a 150

Company X Lead Chart

lead and a customer costs to acquire 50

100

Lead cost = (Marketing costs/# of leads)

0

Sep‐08 Oct‐08 Nov‐08 Dec‐08

Customer cost = (Marketing+Sales)/#of

Goal Actual

customers)

Are other metrics important to you?

Business Metrics Type of BusinessBusiness Metrics Type of Business

# of customers Fast food restaurantRevenue per customer

C t i iti t T l hCustomer acquisition costCancelation rate

Telephone company

# of ordersFactory capacity 

Product manufacturer

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

Measuring Your Website

VisitorsVisitors

ProspectsYour Website

Visitors

Leads should help move visitors as far down

Leads

Opportunities

S l

as far down the funnel as

possibleSalesSales

Measuring Your Website

VisitorsVi i

Conversion BreakdownProspects

Visitors

This Month

Last Month

LeadsLeads

0% 20% 40% 60% 80% 100%

Last Month

Opportunities

This Month

Last Month

SalesSales

0% 20% 40% 60% 80% 100%

The devil is in the details

• Must look at where traffic comes from (referrers)(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?Page views?• Time spent?

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

The basics of SEO metrics

MetricInbound Links

What it measures?Y l dInbound Links Your volume and engagement

Keywords in top 10 Your prominence

Traffic conversion VisitorsTraffic conversion Visitors

Tips for Inbound Links

• Find this by typing in your company name and products into Googleand products into Google

• Track how many results there are over time• Also a great way to measure “category creation”Also a great way to measure category creation• Hint: You don’t want your own links (use

-yourcompany.com command in search bar)

Why Keywords in Top 10 Matter

• Top 10 dramatically increases your

40-45%increases your

chances of being found

60-65%

found• Understand what

keywords drive the best ~85%ytraffic

• Which are Top 10 attainableattainable

• Where is your competition?p

Does it drive traffic and conversion?

• As SEO optimization improves, website traffic will increasewill increase

• People may be clicking to your site, but are you driving sales leads?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

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

The basics of blogging metrics

MetricSubscriptions

What it measures?Total reachSubscriptions Total reach

E /Comments Engagement/Pulse of market)

Inbound links SEO impactInbound links

ff

SEO impact

Vi itTraffic conversion Visitors

Optimizing your blog

Use these metrics to:

1) Understand your blogging investmentblogging investment

2) Determine what2) Determine what content works best for your audienceyour audience

Source:Concurringopinions.com

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

Determining your social status

Metric What it measures?

= Followers

= Contacts Total reachand Groups Total reach

= Friends

Know Your Share of Voice

• How much are people talking about you?

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):engine (e.g.: blogsearch.google.com):

• 2) Click on link at bottom of search results page (must have Google reader account)(must have Google reader account)

Tracking the Twitterati

• Do this with Twitter Search as well (search twitter com)twitter.com)

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

The basics of paid campaign metrics

MetricTraffic conversion

What it measures?VisitorsTraffic conversion

rateVisitors

Lead conversion rate

Landing Pageeffectivenessrate

Customer

effectiveness

Return onCustomerconversion rate

Return oninvestment

• *Must know what aMust know what a customer is worth

Agenda

I. What’s inbound marketing and why d t t it?do we want to measure it?

II. How should we measure?1. Your Business2. Website3. Search Engine4. Blogginggg g5. Social Media6. Paid Campaignsp g

III. Putting it into practice

The Ultimate Red Flag

90

100

60

70

80

January

40

50

60 January

February

March

A il

20

30April

May

0

10

Monthly SalesMonthly Sales

Let’s Check The Funnel2500

2000

1000

1500Visitors

Leads

S l

500

1000 Sales

0

January February March April MayJanuary February March April May

Where is our traffic coming from?2500

1500

2000

1000

1500 Paid

Social Media

Blog

500

g

SEO

0

January February March April MayJanuary February March April May

Break out the SEO metrics

Inbound Links

60000

70000

80000

40000

50000

60000

10000

20000

30000

0

January February March April May

Inbound Links

Break out the SEO metrics

90%

% of Keywords in Top 10

70%

80%

90%

40%

50%

60%

10%

20%

30%

0%

10%

January February March April May

My company Competitor #1 Competitor #2

The Insight and Action

• Insight: Competitor #2 began investing in SEOSEO • Boosted efforts on prominent keywords

that the company had not been payingthat the company had not been paying attention to.

• Began efforts to create great content optimized for those keywordsoptimized for those keywords.

• With strong inbound marketing foundationWith strong inbound marketing foundation, was able to mitigate competitor’s efforts.

Thank You!

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Mike Kaplan

http://Twitter.Grader.com

Mike KaplanHubSpot Marketing

LinkedIn: http://www.linkedin.com/in/mikekaplan1Twitter: http://twitter.com/mikekaplan1Twitter: http://twitter.com/mikekaplan1