Using Data and Analytics to Demonstrate the Value of Inbound Marketing
Organizations are putting a lot of different pieces into their marketing mix, including SEO, social media, content strategy, and customer-focused campaigns.
Many, however, focus too much on the production piece and haven’t started integrating analytics into their inbound marketing strategy. Others have integrated data and analytics, but are unsure what to do with the results. How can you demonstrate the value of inbound marketing without proper tracking, analysis, and follow-up actions?
3 Benefits to Measuring Data and Analytics
Let’s discuss the benefits to tracking and analyzing data. A robust marketing data strategy:
Provides web and content results: Pamela Vaughan, blogger at HubSpot, mentions you can track clicks and open rates on e-blasts, page views and unique visitors on your website, downloads on landing pages, and clickthroughs in social media.
Tracks campaigns: Using a CRM or web-based tool such as HubSpot, you can enter all campaign activities, bundle them as a campaign, and report out results for each. You’re essentially comparing campaigns against each other to see how they measure up.
Ties activities to sales: Analytics can track the life of a lead. Integrating data and analytics can track the journey of how a visitor becomes a lead, and then becomes a customer. You’re able to see which activities result in sales over time.
4 Actions Your Marketing Data Requires of You
Taking action on analytics can help adapt, improve, and modify marketing campaigns. Here are a few ways to make your inbound marketing actionable:
Determine content topics.
Using blogging analytics either through a blog platform or Google Analytics, you can track which blogs are getting the most traffic and how long visitors are spending per page. You can also review blogs by category or tag. This information can tell you which blog topics resonate with your audience, therefore generating better topics for future posts.
Adjust keywords for SEO.
You can determine which keywords have driven the most traffic, leads, and customers to your business using closed-loop analytics. Magdalena Georgieva, blogger at HubSpot, discusses how closed-loop marketing and analytics help marketing understand their best and worst lead sources.
Identify social sites that work.
Using Google Analytics, you can see what social media channel is directing more traffic to your website, landing pages, and blog. You can also see which users spend longer on your site. 800 visitors from Twitter with a 98% bounceback rate doesn’t look good compared to 300 visitors from Facebook who are sharing and spending longer on your web pages.
Analyze email clickthrough rates.
Not many people know how to take action on clickthrough rates. Start taking note of the email frequency and time of day you send out emails. Perform A/B tests with your email campaigns. You can change something as simple as the subject line or call to action in each email and see which one gets the most clickthroughs.
Whether it’s working on SEO, content, or social media, you need to select a few variables to measure. Tracking marketing efforts can not only provide insight into marketing activities, but it enables you to share with your boss and your organization what marketing is up to, and help prove that your efforts are paying off.