5 Key Inbound Marketing Metrics To Track
A couple of weeks ago we gave you a summary of takeaways from Hubspot's 'State Of Inbound 2015' report.
One of the key takeaways was that proving the ROI of inbound marketing was the key challenge for marketers and doing so was important for unlocking budgets for it.
This post will delve into what metrics marketers should be regularly tracking in order to form a framework to measure ROI of their inbound marketing efforts. I'll start with performance indicators for your inbound efforts with a future post to cover key metrics to tie in the revenue that determines the return art of ROI.
Metrics To Track For Inbound Marketing
Inbound Marketing Indicators
These metrics should be setup for regular tracking tied to specific KPIs that indicate the success of your inbound efforts.
1. Overall Website and Top Pages Traffic
From Google Analytics track 'Channel Traffic' to establish trends in your website's total traffic. For Top Pages view 'All Pages' under 'Behaviour' to identify what pages are attracting the most traffic. Make sure that these pages have clear and appropriate Call-To-Action buttons that encourage visitors to take a step closer to a conversion, eg Newsletter signup or Registration.
Example KPI: Increase overall web traffic from 2,000 to 2,500 sessions per month by Jan 1st.
2. New Followers
Gaining followers from social media and email channels indicates that the content you are creating and sharing is capturing people's attention such that they want to know more by signing up to your mailing list or following your brand on their preferred social media channel.
Take a look at our post 10 Ways To Increase Your Email List for tips on growing your email database.
Example KPI: Gain 10% more followers across all social media channels and email database by Jan 1st
3. Brand Mentions
Raising brand awareness is often a marketing goal that can be hard to link directly to revenue generation but can still be a worthwhile long term focus for attracting customers at the top of the sales funnel.
Measuring brand mentions be it on social media or online generally can help to track when your company is getting talked about. Marketers should pay particular attention to any potential increase in mentions around planned campaigns.
There are several tools for alerting you of online mentions, here are few we suggest:
4. Email Marketing Metrics
Complementing your inbound marketing should be a regular email schedule to distribute your content directly to an audience that has expressed an interest by signing up to your mailing list.
Email metrics to track include:
- Open Rates
- Click Rates
For help improving click through rates see our post on 7 Tactics To Increase Click Through Rates
5. Referral Inbound Links
Building inbound links is going to serve to build your site as an authority for quality and relevant content which influences your SEO ranking. However be sure to check your inbound referrals in Google Analytics to check for their credibility to ensure quality inbound links.
Obtaining quality inbound links is no easy task but focusing on creating quality content that encourages links, guest blogging and contributing to relevant industry forums can result in a boost to your site's authority.
Keep an eye on inbound links and include in your reports quality links that contribute significant traffic. Identify the reasons the link was created and look to replicate it in future content creation.
Producing evidence of these key metrics will help to build a picture of the successful contribution your inbound marketing efforts is having.