The Importance of Using Analytics to Measure the Success of Your Inbound Marketing Strategy
While inbound marketing is a much more effective and affordable way to promote your brand, it's still not free. If you're serious about increasing your customer base and increasing brand awareness, then throwing up a website and calling it a day isn't going to cut it. You're going to have to invest
resources like time and money into a number of different avenues, from blogs to social media and more, in order to create a balanced and effective inbound marketing campaign. But how are you going to be able to tell if your strategy is successful? You need to be able to analyze the numbers during your marketing campaign to see what is successful and what isn't. This will allow you to change your strategy where it's needed. If you don't analyze your campaign while it's going on, then you won't know if it was successful or not until the end - at which point it will be too late and you will have wasted all of your resources. This is why you need to make sure that you are taking advantage of analytics tools.
There are a number of analytics tools that are available for use. Some of the more popular tools include Google Analytics and HubSpot. The following are some of the things that you should be sure to analyze throughout your marketing campaign using some of these analytics tools:
. Bounce rate - This measures how many visitors leave your webpage as soon as they arrive without interacting with it at all. A high bounce rate means that something about your webpage layout needs to change, whether it's because it is difficult to navigate, takes too long to load, contains poor content or has no calls to action, just to name a few possible issues.
. Conversion rate - This measures how many visitors are turning into customers. This gives you the opportunity to see which of your pages are working well in generating leads and which ones aren't, thereby letting you know what strategies are working and what needs to be changed.
. Indexed pages - This measures the amount of your pages that are being indexed by search engines. The more indexed pages you have, the easier it will be for your pages to be found by visitors.
. Page popularity - This measures which of your pages are the most popular. It allows you to figure what is and what isn't working - giving you the chance to adjust less popular pages to increase their popularity.
. Referring URLs - This basically tells you whether your SEO link building campaign of your inbound links is working.
. Repeat visitors - This measurement is important to figuring out whether you're content is valuable to visitors or not. The more repeat visitors you have, the better your content probably is. You have a better chance of turning repeat visitors into customers as well. Don't have many repeat visitors? This means that you probably need to change the way you are creating content.
. Traffic sources - This tells you where the majority of your web traffic is coming from and gives you the opportunity to put more resources into areas that are generating more web traffic.
. Unique visitors - This metric shows you how many people have visited your page during a selected date range and allows you to better analyze your strategy over certain time periods.
These are just a few of the things that you'll want to analyze using analytics tools in order to better run your inbound marketing campaign.