In marketing, what is not measured does not exist. Do you know what inbound marketing metrics you should measure to know if your strategy is succeeding or failing?
Unlike traditional marketing strategies, the Inbound methodology allows you to obtain concrete, specific and measurable results.
Inbound marketing is a methodology that combines non-intrusive marketing and advertising techniques with the aim of contacting a user at the beginning of their buying process and accompanying them to the final transaction.
Before you start, I recommend you to read Inbound Marketing and Its Advantages for Your Business.
There are many ways to measure the success or failure of Inbound Marketing campaigns. In this article we will show you which digital marketing metrics you should constantly observe to improve your Inbound Marketing strategy day by day. Remember to analyze them carefully to set clear and precise goals. Take note!
How to decide which inbound marketing metrics to use?
The most appropriate inbound marketing metrics will depend on the objectives of your strategy. Inbound marketing should serve to contribute to the goals of the overall marketing plan.
Also, keep in mind that the most relevant metrics will vary depending on the stage of the conversion funnel your leads are in.
Once you have decided which metrics are most important to you, you should be consistent in measuring them. Define the measurement tools and methods you will use and set up regular checks to track them.
The 10 most important metrics in inbound marketing
Although there are many Inbound Marketing metrics and it is difficult to explain them all in a single article, there are some that stand out for their usefulness in strategies with different objectives. Below we mention 10 of them:
1. Visits to the web
The most important thing is to track the number of people visiting your website, to get an idea of how attractive your business is when they are searching for the type of products or services you offer. According to Mike Lieberman, CEO of Square2Marketing, ideally, visits should increase by 10% each month.
2. Unique and repeat visitors
This metric is key, as it shows us if users visit our site several times in a given period of time. If we detect that many visitors do not repeat, we can create a remarketing list to keep in touch with them.
3. Number of leads
This metric should always be measured in any Inbound marketing strategy. People who show interest in your company are leads or potential customers. They may not be ready to buy from you today, but they are real potential customers.
4. Keyword ranking
SEO allows us to attract a continuous flow of visitors in the long term. Therefore, we must monitor which keywords we are ranking for and keep track of the competition.
5. Average time on page
This metric helps us to assess the user experience of our website and the relevance of the content for visitors. If we detect that the permanence on the web is very low, it is a good idea to do an audit to detect possible usability problems.
6. Call-To-Action Conversion Rate
Another factor that contributes to people converting into leads is the effectiveness of call-to-action buttons. Some CTAs can convert more than others. You should analyze the ones that underperform to redesign them or change the messages to something that works.
7. Competitor Metrics
It never hurts to know where your main competitors are and understand what they are doing in their strategies. Try using online visibility and even social listening tools to stay informed.
8. Email open rate
Email marketing is a key component of lead nurturing, that is, the process of accompanying leads on the path to becoming customers. The open rate lets us know if our subscribers are really interested in us and if we are writing attractive subject lines.
9. Cart abandonment rate
Abandoned carts are a big problem for many ecommerce. To keep this figure at bay, try remarketing campaigns focused on cart recovery.
10. Classification of leads
It is good to classify the quality of the leads generated. Using a lead scoring algorithm, we will classify the leads generated in different categories (unqualified, marketing qualified and sales qualified) and thus we will be able to compare them and see the evolution over time.
Conclusion
In Inbound Marketing you have at your disposal an abundant amount of data that allows you to quantify and qualify the impact of your strategy.
Now you know the different Inbound Marketing metrics and what they are used for. It’s time to review them regularly so you can take precise actions to improve and optimize your entire strategy.
We can help you attract, convert and retain your audience, creating strong and lasting relationships based on trust. Contact us: we will be happy to help you!