How to measure results in Inbound Marketing
Posted: Wed Jan 22, 2025 4:59 am
Are you measuring your Inbound Marketing actions for the sake of showing some shiny numbers on a fancy dashboard? Don’t know what they mean or why you’re doing it? Don’t look at me like I’m crazy… I get it. There are too many metrics to measure, numbers to decipher, and endless Google Analytics paths to navigate, and that’s why in this post I’ll tell you how to measure Inbound Marketing results through these 5 metrics.
But first we will start with a series of questions that you have to answer for yourself.
How engaged are prospects, customers and prescribers with my brand?
How many people are performing the action I want them to perform?
Is my organic traffic improving?
Are high authority sites linking to mine? Who is talking about my brand?
Am I getting the best results for the time and resources invested?
Analytics helps you measure, manage and monitor the performance of your crypto email database list marketing actions. Some are more measurable than others, but when you apply Inbound Marketing, most of the tactics you will execute have specific and measurable key performance indicators (KPIs) that will help you measure success. They can range from something as simple as how many people have visited my website or something a little more complex, such as what proportion of visits convert into leads.
Defining the perfect metrics to measure will depend on your company and the individual objectives assigned to the marketing department, however, there are some basic types of metrics that every professional should take into account when measuring results in Inbound Marketing.
1. Sessions
This metric is getting a bad reputation lately. Many experts see this as a vanity metric, and they are right to a certain extent. This metric alone cannot determine where improvements need to be made to drive more traffic to your website but it will alert you to any problems and if you dig deeper into other metrics you will even find out the root of the problem. Overall, this metric will allow you to measure the overall growth of your website which is critical to success in Inbound.
2. Traffic sources
Traffic sources tell you where your visitors are coming from and are a good indicator of how your search engine optimization efforts are working. There are 3 main sources to look at and measure:
Direct traffic
Direct traffic comes from people who typed your website URL directly into their browser, visited your page through a bookmark, or clicked on a link in an email, for example.
Organic traffic
Organic traffic comes from a link found on a search engine results page, a good indicator of your SEO efforts and how easily people find your content.
Referred traffic
Referral traffic is traffic that comes from links on other websites that send visitors to a specific page on your website. Referral traffic represents inbound links that help boost your website's performance in search engine rankings.
3. Indexed pages
Indexed pages represent the number of pages that search engines have found and listed as a component of your website and that have received at least one organic visit. As your indexed pages grow (a blog is a great way to increase this metric) your site's performance in search results will improve.
4. Landing Page Conversion Rate
This conversion rate measures the percentage of users who complete a form on a landing page. This metric is critical because most of the time, forms on landing pages are what help identify whether a contact could be considered an MQL (marketing qualified lead). The higher the conversion rate, the better, although generally a good rate would be between 3% and 5% (rate that varies depending on the sector).
5. New contacts
This is the number of new contacts you received in a given period of time. This metric is very important as it tells us:
New visitors to your website. Are enough visitors converting into leads? If not, then you may want to consider increasing conversion opportunities across your entire website.
Combine your contacts metric with your MQLs metric. By looking at them together you can see if new contacts are converting into marketing leads. If they aren’t, it’s likely that you’re generating poor quality content. This could be fixed by changing the content you blog about or re-examining how MQLs are ranking.
By regularly monitoring your metrics, you can make your inbound marketing more effective. The end results are more leads, more sales, and a better understanding of how you got them.
But first we will start with a series of questions that you have to answer for yourself.
How engaged are prospects, customers and prescribers with my brand?
How many people are performing the action I want them to perform?
Is my organic traffic improving?
Are high authority sites linking to mine? Who is talking about my brand?
Am I getting the best results for the time and resources invested?
Analytics helps you measure, manage and monitor the performance of your crypto email database list marketing actions. Some are more measurable than others, but when you apply Inbound Marketing, most of the tactics you will execute have specific and measurable key performance indicators (KPIs) that will help you measure success. They can range from something as simple as how many people have visited my website or something a little more complex, such as what proportion of visits convert into leads.
Defining the perfect metrics to measure will depend on your company and the individual objectives assigned to the marketing department, however, there are some basic types of metrics that every professional should take into account when measuring results in Inbound Marketing.
1. Sessions
This metric is getting a bad reputation lately. Many experts see this as a vanity metric, and they are right to a certain extent. This metric alone cannot determine where improvements need to be made to drive more traffic to your website but it will alert you to any problems and if you dig deeper into other metrics you will even find out the root of the problem. Overall, this metric will allow you to measure the overall growth of your website which is critical to success in Inbound.
2. Traffic sources
Traffic sources tell you where your visitors are coming from and are a good indicator of how your search engine optimization efforts are working. There are 3 main sources to look at and measure:
Direct traffic
Direct traffic comes from people who typed your website URL directly into their browser, visited your page through a bookmark, or clicked on a link in an email, for example.
Organic traffic
Organic traffic comes from a link found on a search engine results page, a good indicator of your SEO efforts and how easily people find your content.
Referred traffic
Referral traffic is traffic that comes from links on other websites that send visitors to a specific page on your website. Referral traffic represents inbound links that help boost your website's performance in search engine rankings.
3. Indexed pages
Indexed pages represent the number of pages that search engines have found and listed as a component of your website and that have received at least one organic visit. As your indexed pages grow (a blog is a great way to increase this metric) your site's performance in search results will improve.
4. Landing Page Conversion Rate
This conversion rate measures the percentage of users who complete a form on a landing page. This metric is critical because most of the time, forms on landing pages are what help identify whether a contact could be considered an MQL (marketing qualified lead). The higher the conversion rate, the better, although generally a good rate would be between 3% and 5% (rate that varies depending on the sector).
5. New contacts
This is the number of new contacts you received in a given period of time. This metric is very important as it tells us:
New visitors to your website. Are enough visitors converting into leads? If not, then you may want to consider increasing conversion opportunities across your entire website.
Combine your contacts metric with your MQLs metric. By looking at them together you can see if new contacts are converting into marketing leads. If they aren’t, it’s likely that you’re generating poor quality content. This could be fixed by changing the content you blog about or re-examining how MQLs are ranking.
By regularly monitoring your metrics, you can make your inbound marketing more effective. The end results are more leads, more sales, and a better understanding of how you got them.