SlideShare une entreprise Scribd logo
1  sur  40
Télécharger pour lire hors ligne
Slides: SlideShare.net/HubSpot
 Twitter: @mikekaplan1




Measuring Inbound Marketing 101

                      Mike Kaplan
                      HubSpot Marketing
How to Participate on Twitter




         Step One
         1. Login to your Twitter account
              g      y
         2. Comment and ask questions 
         including the hashtag “#hubspot”
How to Participate on Twitter




               Step Two
               1. Go to http://search.twitter.com
               2. Search for “#hubspot”
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
Inbound Marketing

Content     SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blogging
• Direct mail         • Social Media
• Email blasts        • RSS
• Print ads           • Free tools/trials
• TV/radio ads        • Viral videos

 Interruption           Permission
Budget vs. Brains




Flickr: Refracted Moments             Flickr: Gaetoan Lee
Why do you want to measure?
• Understand what’s happening with your
  marketing efforts and overall b i
     ki      ff       d      ll business

• Decide which inbound marketing programs to
  invest in

• Control how fast or slow your business is
  growing
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
Understanding Your Business
Inbound marketing
can be a growth
engine for your
business…
business

                    Flickr photo: dave_7




…if you know what
    y
kind of car it’s
p
powering.g

                    Flickr photo: ZeroOne
Using the funnel

     Visitors



      Leads



      Sales
      Sl
Getting started with the funnel
• Set monthly goals
• Determine sources
             so rces               Company X Lead Chart
• Know how much a           150

  lead and a customer       100

  costs to acquire          50

                             0
   Lead cost = (Marketing
                                  Sep‐08   Oct‐08    Nov‐08   Dec‐08
   costs/# of leads)
                                           Goal     Actual
   Customer cost =
   (Marketing+Sales)/#of
   customers)
Are other metrics important to you?

   Business Metrics
   Business Metrics            Type of Business
                               Type of Business
# of customers              Fast food restaurant
Revenue per customer

Customer acquisition cost
Ct             i iti    t   Telephone company
                            Tl h
Cancelation rate

# of orders                 Product manufacturer
Factory capacity 
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
Measuring Your Website
  Visitors
  Visitors
 Prospects
                   Your Website
                    should help
   Leads
                   move visitors
                    as far down
Opportunities      the funnel as
                      possible
   Sales
   Sl
   Sales
Measuring Your Website
  Visitors
  Vi i
  Visitors
                                Conversion Breakdown
 Prospects

   Leads                                                       This Month
                                                               Last Month
                                                               Last Month

Opportunities      0%    20%    40%    60%   80% 100%


   Sales
   Sales                                                This Month
                                                        Last Month
             0%   20%   40%    60%    80% 100%
The devil is in the details
• Must look at where traffic comes from
  (referrers)

• What pages are converting to leads most
  successfully?
  • Is the right traffic going to the right place?


• Avoid tracking metrics that don’t make sense
  • Page views?
  • Time spent?
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
The basics of SEO metrics
Metric               What it measures?
Inbound Links        Your volume and
                     Y       l     d
                     engagement

                     Your prominence
Keywords in top 10

                     Visitors
Traffic conversion
Tips for Inbound Links
• Find this by typing in your company name
  and products into Google
 •   Track how many results there are over time
 •   Also a great way to measure “category creation
                                  category creation”
 •   Hint: You don’t want your own links (use
     -yourcompany.com command in search bar)
Why Keywords in Top 10 Matter
• Top 10 dramatically                40-
                                     45%
  increases your
                                     60-
  chances of being                   65%
  found
 •   Understand what
                                     ~85%
     keywords drive the best
        y
     traffic
 •   Which are Top 10
     attainable
 •   Where is your
     competition?
           p
Does it drive traffic and conversion?
• As SEO optimization improves, website traffic
  will increase
• People may be clicking to your site, but are
  you driving sales leads?
• If there’s a negative trend is it:
  • Search engine related: know your buyer’s
    purchasing process
  • Keyword related: differences amongst conversion
    percentages
  • Website related: discussed previously
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
The basics of blogging metrics
                     What it measures?
Metric
                     Total reach
Subscriptions

                     Engagement/
                     E           /
Comments
                     Pulse of market)

                     SEO impact
Inbound links

                     Visitors
                     Vi it
Traffic conversion
   ff
Optimizing your blog
Use these metrics to:

 1) Understand your
 blogging investment

 2) Determine what
 content works best for
 your audience

                          Source:Concurringopinions.com
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
Determining your social status
                       What it measures?
Metric

         = Followers

         = Contacts
                       Total reach
         and Groups

         = Friends
Know Your Share of Voice
• How much are people talking about you?
Setting up a social media feed is easy
• Example: set up a blog search feed for “Your
  Company
  Company”
  • 1) Enter your company’s name into a blog search
    engine (e g : blogsearch google com):
           (e.g.: blogsearch.google.com):



  • 2) Click on link at bottom of search results page
    (must have Google reader account)
Tracking the Twitterati
• Do this with Twitter Search as well (search
  twitter.com)
  twitter com)
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
The basics of paid campaign metrics
Metric               What it measures?
Traffic conversion   Visitors
rate

Lead conversion      Landing Page
rate                 effectiveness

Customer             Return on
conversion rate      investment
                       • *Must know what a
                          Must
                         customer is worth
Agenda
I. What’s inbound marketing and why
    do
    d we want t measure it?
             t to
II. How should we measure?
  1.   Your Business
  2.   Website
  3.   Search Engine
  4.   Blogging
          gg g
  5.   Social Media
  6.   Paid Campaigns
                pg
III. Putting it into practice
The Ultimate Red Flag
100
90
80
70
                              January
60
                              February
50
                              March
40
                              April
                              A il
30                            May
20
10
 0
            Monthly Sales
            Monthly Sales
Let’s Check The Funnel
2500


2000


1500
                                                   Visitors
                                                   Leads
1000                                               Sales
                                                   Sl


 500


   0
       January    February   March   April   May
Where is our traffic coming from?
2500


2000


1500                                               Paid
                                                   Social Media
                                                   Blog
                                                      g
1000
                                                   SEO

500


  0
        January   February   March   April   May
Break out the SEO metrics
                        Inbound Links
80000
70000
60000
50000
40000
30000
20000
10000
   0
        January   February        March      April   May
                             Inbound Links
Break out the SEO metrics
                 % of Keywords in Top 10
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
       January     February    March       April          May
         My company       Competitor #1   Competitor #2
The Insight and Action
• Insight: Competitor #2 began investing in
  SEO
   • Boosted efforts on prominent keywords
     that the company had not been paying
     attention to.

• Began efforts to create great content
  optimized for those keywords
                      keywords.

• With strong inbound marketing foundation
                                 foundation,
  was able to mitigate competitor’s efforts.
Thank You!
                      Free Tools:
             http://Website.Grader.com
             htt //W b it G d
          http://PressRelease.Grader.com
              http://Twitter.Grader.com
              htt //T itt G d

                               Mike Kaplan
                               HubSpot Marketing


LinkedIn: http://www.linkedin.com/in/mikekaplan1
Twitter: http://twitter.com/mikekaplan1

Contenu connexe

Tendances

How To Convert More Website Visitors To Leads Using HubSpot
How To Convert More Website Visitors To Leads Using HubSpotHow To Convert More Website Visitors To Leads Using HubSpot
How To Convert More Website Visitors To Leads Using HubSpotHubSpot
 
How to Attract More Customers With Content Using Hubspot
How to Attract More Customers With Content Using HubspotHow to Attract More Customers With Content Using Hubspot
How to Attract More Customers With Content Using HubspotHubSpot
 
Inbound Marketing University
Inbound Marketing UniversityInbound Marketing University
Inbound Marketing UniversityTor Ellingsen
 
HubSpot Summer 2010 Customer Show & Tell Webinar
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot Summer 2010 Customer Show & Tell Webinar
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
 
Inbound Marketing Essentials & Live HubSpot Demo
Inbound Marketing Essentials & Live HubSpot DemoInbound Marketing Essentials & Live HubSpot Demo
Inbound Marketing Essentials & Live HubSpot DemoHubSpot
 
Creating a High Converting Inbound Marketing Strategy
Creating a High Converting Inbound Marketing StrategyCreating a High Converting Inbound Marketing Strategy
Creating a High Converting Inbound Marketing Strategysemrush_webinars
 
Hubspot Inbound Marketing Essentials Webinar - International
Hubspot Inbound Marketing Essentials Webinar - InternationalHubspot Inbound Marketing Essentials Webinar - International
Hubspot Inbound Marketing Essentials Webinar - InternationalHubSpot
 
The State of Inbound Marketing 2010
The State of Inbound Marketing 2010The State of Inbound Marketing 2010
The State of Inbound Marketing 2010HubSpot
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSearch Engine Journal
 
Semantic SEO: 5 Ways to Future Proof Your Search Rankings
Semantic SEO: 5 Ways to Future Proof Your Search RankingsSemantic SEO: 5 Ways to Future Proof Your Search Rankings
Semantic SEO: 5 Ways to Future Proof Your Search RankingsKissmetrics on SlideShare
 
Website Optimization Tips for Maximum Lead Flow #DF11
Website Optimization Tips for Maximum Lead Flow #DF11Website Optimization Tips for Maximum Lead Flow #DF11
Website Optimization Tips for Maximum Lead Flow #DF11HubSpot
 
#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case StudyKieran Flanagan
 
Lessons Learned from Building a Growth Team
Lessons Learned from Building a Growth TeamLessons Learned from Building a Growth Team
Lessons Learned from Building a Growth TeamKieran Flanagan
 
Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...HubSpot
 
Inbound Marketing - Get Found by More Customers (Glasgow)
Inbound Marketing - Get Found by More Customers (Glasgow)Inbound Marketing - Get Found by More Customers (Glasgow)
Inbound Marketing - Get Found by More Customers (Glasgow)HubSpot
 
2010 04-19 social fresh st louis - slide share
2010 04-19 social fresh st louis - slide share2010 04-19 social fresh st louis - slide share
2010 04-19 social fresh st louis - slide shareHubSpot
 

Tendances (20)

How To Convert More Website Visitors To Leads Using HubSpot
How To Convert More Website Visitors To Leads Using HubSpotHow To Convert More Website Visitors To Leads Using HubSpot
How To Convert More Website Visitors To Leads Using HubSpot
 
Inbound Marketing Overview
Inbound Marketing OverviewInbound Marketing Overview
Inbound Marketing Overview
 
How to Attract More Customers With Content Using Hubspot
How to Attract More Customers With Content Using HubspotHow to Attract More Customers With Content Using Hubspot
How to Attract More Customers With Content Using Hubspot
 
Inbound Marketing University
Inbound Marketing UniversityInbound Marketing University
Inbound Marketing University
 
HubSpot Summer 2010 Customer Show & Tell Webinar
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot Summer 2010 Customer Show & Tell Webinar
HubSpot Summer 2010 Customer Show & Tell Webinar
 
Inbound Marketing Essentials & Live HubSpot Demo
Inbound Marketing Essentials & Live HubSpot DemoInbound Marketing Essentials & Live HubSpot Demo
Inbound Marketing Essentials & Live HubSpot Demo
 
Creating a High Converting Inbound Marketing Strategy
Creating a High Converting Inbound Marketing StrategyCreating a High Converting Inbound Marketing Strategy
Creating a High Converting Inbound Marketing Strategy
 
Hubspot Inbound Marketing Essentials Webinar - International
Hubspot Inbound Marketing Essentials Webinar - InternationalHubspot Inbound Marketing Essentials Webinar - International
Hubspot Inbound Marketing Essentials Webinar - International
 
The State of Inbound Marketing 2010
The State of Inbound Marketing 2010The State of Inbound Marketing 2010
The State of Inbound Marketing 2010
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just Links
 
Collaborative content
Collaborative contentCollaborative content
Collaborative content
 
Semantic SEO: 5 Ways to Future Proof Your Search Rankings
Semantic SEO: 5 Ways to Future Proof Your Search RankingsSemantic SEO: 5 Ways to Future Proof Your Search Rankings
Semantic SEO: 5 Ways to Future Proof Your Search Rankings
 
Website Optimization Tips for Maximum Lead Flow #DF11
Website Optimization Tips for Maximum Lead Flow #DF11Website Optimization Tips for Maximum Lead Flow #DF11
Website Optimization Tips for Maximum Lead Flow #DF11
 
#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study#SocialSucess - An Inbound Marketing Case Study
#SocialSucess - An Inbound Marketing Case Study
 
Lessons Learned from Building a Growth Team
Lessons Learned from Building a Growth TeamLessons Learned from Building a Growth Team
Lessons Learned from Building a Growth Team
 
Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...
 
Inbound Marketing For Ad Agency New Business
Inbound Marketing For Ad Agency New BusinessInbound Marketing For Ad Agency New Business
Inbound Marketing For Ad Agency New Business
 
Content Marketing Predictions 2017
Content Marketing Predictions 2017Content Marketing Predictions 2017
Content Marketing Predictions 2017
 
Inbound Marketing - Get Found by More Customers (Glasgow)
Inbound Marketing - Get Found by More Customers (Glasgow)Inbound Marketing - Get Found by More Customers (Glasgow)
Inbound Marketing - Get Found by More Customers (Glasgow)
 
2010 04-19 social fresh st louis - slide share
2010 04-19 social fresh st louis - slide share2010 04-19 social fresh st louis - slide share
2010 04-19 social fresh st louis - slide share
 

En vedette

Blue Ocean Keyword Strategy
Blue Ocean Keyword StrategyBlue Ocean Keyword Strategy
Blue Ocean Keyword StrategyHubSpot
 
Slideshare Online Presentation June 08
Slideshare Online Presentation June 08Slideshare Online Presentation June 08
Slideshare Online Presentation June 08Sean Eastman
 
Inbound Marketing at HubSpot
Inbound Marketing at HubSpotInbound Marketing at HubSpot
Inbound Marketing at HubSpotHubSpot
 
SFS Corporate Presentation
SFS Corporate PresentationSFS Corporate Presentation
SFS Corporate PresentationJames Kelch
 
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KYContent Strategy 101 | Workshop at NAGW 2013, Louisville, KY
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KYLaura Creekmore
 
A Yuletime Romp through HubSpot Support
A Yuletime Romp through HubSpot SupportA Yuletime Romp through HubSpot Support
A Yuletime Romp through HubSpot SupportHubSpot
 
Ebola virus disease
Ebola virus diseaseEbola virus disease
Ebola virus diseaseAlvin Chew
 
Building an E-Commerce Business with Shopify
Building an E-Commerce Business with ShopifyBuilding an E-Commerce Business with Shopify
Building an E-Commerce Business with ShopifyGrowth Spark
 
Ideation Process
Ideation ProcessIdeation Process
Ideation ProcessSourav Basu
 
Snapchat Slideshare Company Presentation
Snapchat Slideshare Company PresentationSnapchat Slideshare Company Presentation
Snapchat Slideshare Company Presentationlilyhash
 
LinkedIn and Slideshare
LinkedIn and SlideshareLinkedIn and Slideshare
LinkedIn and SlideshareLinkedIn
 
14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
 

En vedette (20)

Blue Ocean Keyword Strategy
Blue Ocean Keyword StrategyBlue Ocean Keyword Strategy
Blue Ocean Keyword Strategy
 
Raio-X do Comércio Exterior - Outubro de 2015
Raio-X do Comércio Exterior - Outubro de 2015Raio-X do Comércio Exterior - Outubro de 2015
Raio-X do Comércio Exterior - Outubro de 2015
 
Slideshare Online Presentation June 08
Slideshare Online Presentation June 08Slideshare Online Presentation June 08
Slideshare Online Presentation June 08
 
NCET Blogging 101
NCET Blogging 101NCET Blogging 101
NCET Blogging 101
 
Science101 slideshare
Science101 slideshareScience101 slideshare
Science101 slideshare
 
Inbound Marketing at HubSpot
Inbound Marketing at HubSpotInbound Marketing at HubSpot
Inbound Marketing at HubSpot
 
SFS Corporate Presentation
SFS Corporate PresentationSFS Corporate Presentation
SFS Corporate Presentation
 
SKL Matematika SMK
SKL Matematika SMKSKL Matematika SMK
SKL Matematika SMK
 
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KYContent Strategy 101 | Workshop at NAGW 2013, Louisville, KY
Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY
 
A Yuletime Romp through HubSpot Support
A Yuletime Romp through HubSpot SupportA Yuletime Romp through HubSpot Support
A Yuletime Romp through HubSpot Support
 
Networking 101 Slideshare
Networking 101 SlideshareNetworking 101 Slideshare
Networking 101 Slideshare
 
Ebola virus disease
Ebola virus diseaseEbola virus disease
Ebola virus disease
 
Building an E-Commerce Business with Shopify
Building an E-Commerce Business with ShopifyBuilding an E-Commerce Business with Shopify
Building an E-Commerce Business with Shopify
 
Ideation Process
Ideation ProcessIdeation Process
Ideation Process
 
Snapchat Slideshare Company Presentation
Snapchat Slideshare Company PresentationSnapchat Slideshare Company Presentation
Snapchat Slideshare Company Presentation
 
LinkedIn and Slideshare
LinkedIn and SlideshareLinkedIn and Slideshare
LinkedIn and Slideshare
 
14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers14 Reasons Why Inbound Marketers Make Great Advertisers
14 Reasons Why Inbound Marketers Make Great Advertisers
 
Life@SlideShare
Life@SlideShareLife@SlideShare
Life@SlideShare
 
Slideshare
SlideshareSlideshare
Slideshare
 
SlideShare 101
SlideShare 101SlideShare 101
SlideShare 101
 

Similaire à Measuring Inbound Marketing 101 HubSpot

Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference
Inbound Marketing 101 -- 3rd Annual eMarketing Techniques ConferenceInbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference
Inbound Marketing 101 -- 3rd Annual eMarketing Techniques ConferenceHubSpot
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for BusinessHubSpot
 
Marketing Analytics 101: How to Measure the Effectiveness of Your Website
Marketing Analytics 101: How to Measure the Effectiveness of Your WebsiteMarketing Analytics 101: How to Measure the Effectiveness of Your Website
Marketing Analytics 101: How to Measure the Effectiveness of Your WebsiteHubSpot
 
Marketing Analytics 101 Webinar July2009
Marketing Analytics 101 Webinar July2009Marketing Analytics 101 Webinar July2009
Marketing Analytics 101 Webinar July2009Angus Fraser
 
Is Your Business Getting Found?
Is Your Business Getting Found?Is Your Business Getting Found?
Is Your Business Getting Found?HubSpot
 
Show me the Money: Digital Conversion webinar
Show me the Money: Digital Conversion webinarShow me the Money: Digital Conversion webinar
Show me the Money: Digital Conversion webinarFluid
 
Internet Marketing: What a Business Owner Needs to Know
Internet Marketing: What a Business Owner Needs to KnowInternet Marketing: What a Business Owner Needs to Know
Internet Marketing: What a Business Owner Needs to KnowWilliam McKee
 
10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROIMichael Brenner
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysisrickburnes
 
Digital marketing-strategy-e book
Digital marketing-strategy-e bookDigital marketing-strategy-e book
Digital marketing-strategy-e booksiammahmud4
 
Digital marketing-strategy
Digital marketing-strategy Digital marketing-strategy
Digital marketing-strategy moadsalem
 
Going digital in a post covid 19 world
Going digital in a post covid 19 worldGoing digital in a post covid 19 world
Going digital in a post covid 19 worldIMSeoKing.com
 
Inbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C CompaniesInbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C CompaniesBarbara Fowler
 
The Problems at Small Marketing Agencies & How to Fix Them
The Problems at Small Marketing Agencies & How to Fix ThemThe Problems at Small Marketing Agencies & How to Fix Them
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
 
Inbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebInbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebHubSpot
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon BusinessSara Martin
 

Similaire à Measuring Inbound Marketing 101 HubSpot (20)

Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference
Inbound Marketing 101 -- 3rd Annual eMarketing Techniques ConferenceInbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference
Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference
 
Bottom Line: Social Media for Business
Bottom Line: Social Media for BusinessBottom Line: Social Media for Business
Bottom Line: Social Media for Business
 
Marketing Analytics 101: How to Measure the Effectiveness of Your Website
Marketing Analytics 101: How to Measure the Effectiveness of Your WebsiteMarketing Analytics 101: How to Measure the Effectiveness of Your Website
Marketing Analytics 101: How to Measure the Effectiveness of Your Website
 
Marketing Analytics 101 Webinar July2009
Marketing Analytics 101 Webinar July2009Marketing Analytics 101 Webinar July2009
Marketing Analytics 101 Webinar July2009
 
Is Your Business Getting Found?
Is Your Business Getting Found?Is Your Business Getting Found?
Is Your Business Getting Found?
 
Show me the Money: Digital Conversion webinar
Show me the Money: Digital Conversion webinarShow me the Money: Digital Conversion webinar
Show me the Money: Digital Conversion webinar
 
Digital marketing unit 4
Digital marketing unit 4Digital marketing unit 4
Digital marketing unit 4
 
Internet Marketing: What a Business Owner Needs to Know
Internet Marketing: What a Business Owner Needs to KnowInternet Marketing: What a Business Owner Needs to Know
Internet Marketing: What a Business Owner Needs to Know
 
10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI
 
Workshop june
Workshop juneWorkshop june
Workshop june
 
How to Avoid Marketing Paralysis
How to Avoid Marketing ParalysisHow to Avoid Marketing Paralysis
How to Avoid Marketing Paralysis
 
Making digital marketing work
Making digital marketing workMaking digital marketing work
Making digital marketing work
 
Digital marketing-strategy-e book
Digital marketing-strategy-e bookDigital marketing-strategy-e book
Digital marketing-strategy-e book
 
Digital marketing-strategy
Digital marketing-strategy Digital marketing-strategy
Digital marketing-strategy
 
Going digital in a post covid 19 world
Going digital in a post covid 19 worldGoing digital in a post covid 19 world
Going digital in a post covid 19 world
 
Inbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C CompaniesInbound Marketing for B2B and B2C Companies
Inbound Marketing for B2B and B2C Companies
 
The Problems at Small Marketing Agencies & How to Fix Them
The Problems at Small Marketing Agencies & How to Fix ThemThe Problems at Small Marketing Agencies & How to Fix Them
The Problems at Small Marketing Agencies & How to Fix Them
 
Inbound marketing
Inbound marketingInbound marketing
Inbound marketing
 
Inbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the WebInbound Marketing & the Next Phase of the Web
Inbound Marketing & the Next Phase of the Web
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 

Plus de HubSpot

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleHubSpot
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About MarketingHubSpot
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)HubSpot
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingHubSpot
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessHubSpot
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to KnowHubSpot
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. HubSpot
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonHubSpot
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?HubSpot
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoHubSpot
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call QuestionsHubSpot
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHubSpot
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpotHubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
 

Plus de HubSpot (20)

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 

Dernier

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 

Dernier (20)

TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 

Measuring Inbound Marketing 101 HubSpot

  • 1. Slides: SlideShare.net/HubSpot Twitter: @mikekaplan1 Measuring Inbound Marketing 101 Mike Kaplan HubSpot Marketing
  • 2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  • 3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  • 4. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 5. Inbound Marketing Content SEO Social Media
  • 6. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Viral videos Interruption Permission
  • 7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 8. Why do you want to measure? • Understand what’s happening with your marketing efforts and overall b i ki ff d ll business • Decide which inbound marketing programs to invest in • Control how fast or slow your business is growing
  • 9. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 10. Understanding Your Business Inbound marketing can be a growth engine for your business… business Flickr photo: dave_7 …if you know what y kind of car it’s p powering.g Flickr photo: ZeroOne
  • 11. Using the funnel Visitors Leads Sales Sl
  • 12. Getting started with the funnel • Set monthly goals • Determine sources so rces Company X Lead Chart • Know how much a 150 lead and a customer 100 costs to acquire 50 0 Lead cost = (Marketing Sep‐08 Oct‐08 Nov‐08 Dec‐08 costs/# of leads) Goal Actual Customer cost = (Marketing+Sales)/#of customers)
  • 13. Are other metrics important to you? Business Metrics Business Metrics Type of Business Type of Business # of customers Fast food restaurant Revenue per customer Customer acquisition cost Ct i iti t Telephone company Tl h Cancelation rate # of orders Product manufacturer Factory capacity 
  • 14. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 15. Measuring Your Website Visitors Visitors Prospects Your Website should help Leads move visitors as far down Opportunities the funnel as possible Sales Sl Sales
  • 16. Measuring Your Website Visitors Vi i Visitors Conversion Breakdown Prospects Leads This Month Last Month Last Month Opportunities 0% 20% 40% 60% 80% 100% Sales Sales This Month Last Month 0% 20% 40% 60% 80% 100%
  • 17. The devil is in the details • Must look at where traffic comes from (referrers) • What pages are converting to leads most successfully? • Is the right traffic going to the right place? • Avoid tracking metrics that don’t make sense • Page views? • Time spent?
  • 18. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 19. The basics of SEO metrics Metric What it measures? Inbound Links Your volume and Y l d engagement Your prominence Keywords in top 10 Visitors Traffic conversion
  • 20. Tips for Inbound Links • Find this by typing in your company name and products into Google • Track how many results there are over time • Also a great way to measure “category creation category creation” • Hint: You don’t want your own links (use -yourcompany.com command in search bar)
  • 21. Why Keywords in Top 10 Matter • Top 10 dramatically 40- 45% increases your 60- chances of being 65% found • Understand what ~85% keywords drive the best y traffic • Which are Top 10 attainable • Where is your competition? p
  • 22. Does it drive traffic and conversion? • As SEO optimization improves, website traffic will increase • People may be clicking to your site, but are you driving sales leads? • If there’s a negative trend is it: • Search engine related: know your buyer’s purchasing process • Keyword related: differences amongst conversion percentages • Website related: discussed previously
  • 23. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 24. The basics of blogging metrics What it measures? Metric Total reach Subscriptions Engagement/ E / Comments Pulse of market) SEO impact Inbound links Visitors Vi it Traffic conversion ff
  • 25. Optimizing your blog Use these metrics to: 1) Understand your blogging investment 2) Determine what content works best for your audience Source:Concurringopinions.com
  • 26. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 27. Determining your social status What it measures? Metric = Followers = Contacts Total reach and Groups = Friends
  • 28. Know Your Share of Voice • How much are people talking about you?
  • 29. Setting up a social media feed is easy • Example: set up a blog search feed for “Your Company Company” • 1) Enter your company’s name into a blog search engine (e g : blogsearch google com): (e.g.: blogsearch.google.com): • 2) Click on link at bottom of search results page (must have Google reader account)
  • 30. Tracking the Twitterati • Do this with Twitter Search as well (search twitter.com) twitter com)
  • 31. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 32. The basics of paid campaign metrics Metric What it measures? Traffic conversion Visitors rate Lead conversion Landing Page rate effectiveness Customer Return on conversion rate investment • *Must know what a Must customer is worth
  • 33. Agenda I. What’s inbound marketing and why do d we want t measure it? t to II. How should we measure? 1. Your Business 2. Website 3. Search Engine 4. Blogging gg g 5. Social Media 6. Paid Campaigns pg III. Putting it into practice
  • 34. The Ultimate Red Flag 100 90 80 70 January 60 February 50 March 40 April A il 30 May 20 10 0 Monthly Sales Monthly Sales
  • 35. Let’s Check The Funnel 2500 2000 1500 Visitors Leads 1000 Sales Sl 500 0 January February March April May
  • 36. Where is our traffic coming from? 2500 2000 1500 Paid Social Media Blog g 1000 SEO 500 0 January February March April May
  • 37. Break out the SEO metrics Inbound Links 80000 70000 60000 50000 40000 30000 20000 10000 0 January February March April May Inbound Links
  • 38. Break out the SEO metrics % of Keywords in Top 10 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% January February March April May My company Competitor #1 Competitor #2
  • 39. The Insight and Action • Insight: Competitor #2 began investing in SEO • Boosted efforts on prominent keywords that the company had not been paying attention to. • Began efforts to create great content optimized for those keywords keywords. • With strong inbound marketing foundation foundation, was able to mitigate competitor’s efforts.
  • 40. Thank You! Free Tools: http://Website.Grader.com htt //W b it G d http://PressRelease.Grader.com http://Twitter.Grader.com htt //T itt G d Mike Kaplan HubSpot Marketing LinkedIn: http://www.linkedin.com/in/mikekaplan1 Twitter: http://twitter.com/mikekaplan1