If you read the blog post that unveiled the secret to cracking the code to inbound marketing, then you know that the final piece of the puzzle is analytics. Marketing has transformed, virtually overnight, from an art into a science.
This means you have to look at your marketing metrics and analytics every single day. Where are you with website traffic? Is it up over last month? Is it up over the same month last year? Is it up over a rolling three month average? The same goes for leads. You need this real-time information at your fingertips.
First, let’s talk about how you get access to these numbers. Google Analytics just doesn’t cut it anymore. Today there are a number of more progressive analytics tools like HubSpot, Marketo, Eloqua, and Pardot. Each of these tools provide dashboard views that quickly deliver the data you need with insight and action-oriented tasks to improve the numbers.
Now that you have real-time insight into what your marketing is actually doing for your business, you can take immediate action to improve those results.
Here is exactly how we use data to drive performance. I check our own dashboard five or six times a day, sometimes more.
If I see we are behind on website traffic for the month;
- We work on doing a couple of extra guest blog posts with website properties that I know drives traffic back to our site.
- We push one of our blog posts out to a few key LinkedIn groups, driving additional traffic back to our site.
- We take one of our Free Reports, eBooks or Videos and share it with websites that cater to our target prospects.
The result is almost always a bump in website traffic and a new record for visitors to our website.
If I see we are behind on leads for the month;
- We add a new eBook, Free Report or Video to our website home page to capture more leads from our existing visitors.
- We start promoting a new webinar coming up in the next few months.
- We add a new offer to our email campaign to move people who already know us further along in the sales process.
The result is almost always a bump in lead generation for the company.
There are a handful of other key metrics that you want to consider as you start to look at the performance of your marketing program. You want to see where visitors, leads and clients are coming from.
The usual suspects include organic traffic, direct traffic, referral traffic, traffic from PPC campaigns, traffic from email campaigns, traffic from social media sites and traffic from offline efforts. Knowing how each of these factors contributes to traffic, leads and clients is important.
Other numbers have to do with reach or what we call Total Available Audience. These should be increasing month over month too. These numbers include:
- total email addresses in your database
- total blog subscribers
- total connections on Facebook, LinkedIn, Twitter, Pinterest and other social sites
- total viewers subscribed to your YouTube channel
- total number of members in the LinkedIn groups you belong to
This Total Available Audience represents the number of people who see your fresh content when you publish it. The more people who see it, the more chances you have to turn those viewers into leads.
Start Today Tip – Your first step is to evaluate your current analytic tools. If you’re just relying on Google Analytics, that’s going to be a challenge. Consider a few other tools to make reviewing the numbers easier. Then snap a benchmark. Over the past three months, calculate averages for all the numbers above and then add up all the numbers that make up Total Available Audience. This will give you a benchmark for past performance. Now set modest growth goals for each month going forward and track your performance against these goals. A 10% improvement, month over month is reasonable.
If you want help reviewing your current marketing program performance, click the image below and one of our Marketing Strategists will walk you through the process.
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