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Data analytics for inbound marketing: what metrics to look at and why

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Data analytics for inbound marketing: what metrics to look at and why

 

In the Comoros Email List of inbound marketing, many times we create campaigns based on a mix of buyer personas , good practices, intuitions … but until we start them, we can’t really know what works and what doesn’t. But we cannot see the reactions of our users, and many times their feedback is limited to a few comments. Therefore, the way to really communicate with them, to find out what they like and what they don’t like, is to analyze the data about their behavior.

Continuous improvement and learning (with its corresponding dose of mistakes!) Is one of the maxims to advance in inbound marketing. Through controlled experiments and metric analysis, we can see which tactics work best with each target and adapt our campaigns to incorporate them.

Although we follow the best practices when creating our website and other online marketing materials , there are always things that escape us: a poorly optimized form, a video that takes time to load, a button that does not work well from mobile phones … When we start up the data analytics, many times it happens that we clearly see that a page does not work as well as it should. From there, we can analyze what is happening and correct the error that is negatively affecting the results.

To communicate with clients, bosses and colleagues . Having regular data analytics reports is a very valuable tool to inform about what is happening in our campaigns. Thus, it will be much easier for us to explain to the client what the budget is really intended for, decide with the boss the next steps to follow or tell colleagues from other departments what we need from them.

As you already know, inbound marketing campaigns are usually divided into three phases: TOFU or top of the funnel, or middle of the funnel and or bottom of the funnel . Each of them has a series of associated metrics that will help us know what is happening. Let’s see which are the most important at each stage.

every inbound marketing strategy starts from getting users to visit our website. But the raw number of visits is only part of the story. To really understand web traffic, we have to analyze the number of sessions, the unique users, the page views, the duration of the sessions, the bounce … All this will help us to understand how visitors behave on our website and if we must take some action to improve the quality of visits.

Although it’s not easy to link social media engagement metrics to business results, that doesn’t mean we have to lose sight of them. Social media is a great channel to distribute our content and attract new users, and their health status is measured through impressions, clicks and user reactions.

this is another “secondary” metric but important to evaluate the results of our SEO in Inbound Marketing . Incoming links not only attract visitors who click on them, but they are like a vote of confidence from other websites that helps us improve our organic positioning in Google.

when a user leaves us their data, they become a lead and progress to the next phases of the conversion funnel. In fact, we could say that the main objective of the websites within an inbound marketing strategy is to generate leads . But not all leads are the same: we have to distinguish between leads that we can discard, those that are qualified for marketing and those that are qualified for sales.

here we will study in detail what is the proportion of each type of leads and, above all, how they are progressing from one state to another. That is, how many of the users who leave us their data become a qualified contact for marketing and how many of these become at the same time qualified contacts for the sales team to start working with them. Thus, we will advance step by step through the conversion funnel until we have users ready to buy.

Within email marketing there are many different types of campaigns, each with its own metrics and with different roles within the conversion funnel. But I have decided to place email marketing within the phase due to the great importance it has in lead nurturing strategies . By sending regular publications to the contact base, we can gradually convert leads into qualified leads for marketing and sales and guide them on the path to conversion. If this process isn’t working the way it should, maybe it’s time to take a look at our targeting strategy.

once we have achieved that the user becomes a customer, we will be able to know what the cost has been. To do this, we will divide the investment in the campaign by the number of clients obtained. Cost per acquisition is one of the most crucial metrics for the profitability of our marketing, so it is a good idea to always be aware and look for ways to keep it as low as possible.

here we measure whether we have achieved the star objective of all brands, that is, “sell more”. With a good data analytics strategy, we can see the entire customer journey from the first contact to the sale and know if our digital marketing campaigns are really helping to increase sales.

closely linked to the previous two, this is the metric that tells us if we have managed to recover the invested budget. Here we can find a lot of useful information by analyzing the of each channel or even each ad separately, to see which ones have performed better and redistribute our budget based on the results.

this is the metric that allows us to know if acquiring new customers is “expensive” or “cheap”, since it tells us how much we are going to earn on average for each customer. To calculate it, we need to know the average amount of a purchase and the number of times the user buys while he is a brand customer.

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