It’s not enough to just launch an inbound marketing campaign. You need to keep track of your marketing metrics to ensure that the time and money you’ve invested into attracting visitors and converting leads are producing results.
Unfortunately, many people don’t know which inbound marketing metrics they need to review and how often to review them. In our three-part series, we’re going through the marketing analytics you need to check daily, weekly and monthly. In our last post, we examined the metrics you need to review daily. Today, we’re reviewing the inbound marketing metrics you should track on a weekly basis.
Your Weekly Metrics Tracking Routine
Your inbound marketing campaign’s success depends on your ability to identify areas for improvement and make changes as necessary. Each of your marketing metrics reveals different performance patterns and variances that help you discover strengths and weaknesses. Knowing how frequently to check these metrics helps you see these patterns most clearly.
Check the metrics below once a week to gain the most insight into your inbound marketing campaign’s performance:
Overall Conversion Rate
Website-wide conversion rates are the percentage of users who take any form of desired action: downloading an e-book, registering for a webinar, scheduling a consultation, etc. Successful conversion rates typically range between 1% and 3% over a one-week period.
Sales opportunities are different than leads, because these people are interested in buying today. On a weekly basis, track how many people contact you directly through an online form or phone call. Sales opportunity metrics indicate how well your inbound program guides prospects through the sales funnel.
Landing Page Conversion Rate
Are your pages converting visitors into leads? Track this metric weekly to see how many visitors take the extra step and submit contact information. An optimally performing landing page converts approximately 30% of visitors.
Visitors And Leads By Source
It’s important to review your website traffic and track where visitors and leads are coming from. Did a guest blog generate excitement? Which social media channels drive the most traffic to your website? Track these sources weekly: organic, social, referral sites, email marketing and direct contact.
One goal of inbound marketing is to get highly respected sites to link back to your website. Inbound links also contribute to your website ranking in a Google search. Look at your inbound links on a weekly basis to see if you’re successfully getting people to talk about your business.
Is the content you post to Twitter, Facebook, Google+ and LinkedIn being shared? Social media shares indicate how deeply people are connecting with your content. Sharing, through retweets and reposts, also indicates how many people your content has reached.
CTA Conversion Rates
Calls-to-action (CTAs) lead visitors directly into different parts of your sales funnel. If your CTA buttons aren’t inciting action at a high rate, you need to make a change, even if it’s just a slight adjustment. Strategic tweaks to the design or copy may be all it takes to improve CTA conversion rates.
While search engine algorithms change, one thing stays the same about keyword ranking metrics: You must know which keywords you’re ranking for, which ones you want to rank for and which keywords you should abandon altogether.
Pick one day per week to check these metrics and stick to your schedule. Once you get in the habit of checking these inbound marketing metrics every week, identifying patterns and knowing what changes to make becomes clearer.
Start Today Tip – It’s not enough just to check your metrics; you need to take action on your findings. For instance, if you notice that you’re getting more social shares from one social media platform than another, consider investing more of your time and resources into the higher-performing platform.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.