What Inbound Marketing metrics should I be concerned about?
Posted: Sun Dec 22, 2024 6:34 am
Yes, Inbound Marketing has arrived in our lives and is here to stay. Offering clients not only content, but also results in conversions and sales is something that every digital agency should do. However, with the increasing amount of information that automation tools like HubSpot and RD Station provide , doubts arise about which numbers are really interesting to the client and which ones should be observed, but do not need to be worked on (at least at that moment). We always hear questions like "when my inbound is in full swing, which numbers should I observe?" or "which numbers interest me?". There are many reasons to use metrics and use them to understand the ROI of your business, after all, that is the goal at the end of the day: to sell and retain customers. We have chosen 5 inbound indicators and metrics so that you understand a little more about analyzing numbers in the early stages of your project:
1 - Leads that return to your inbound environment
Studies indicate that 98% of your website visitors will australia contact data return. It's sad, but true. This means that a "return" lead is a valuable commodity.
When this visitor, already registered, returns, it means that you are:
- Working on differentiated and attractive content ;
- Creating engagement with potential for sales.
It's worth highlighting this type of experience and setting specific goals. For example: I want to increase the number of "return" leads, via Facebook, by 20% this quarter.
2 - Bounce rate
Almost the opposite of the previous item, bounce rate is a big challenge for most websites.
The questions to answer are:
- Who is leaving your site and from which pages do they leave?
- What experience should be followed with leads that come directly through your home page?
- What strategic content should I include on it to boost conversion?
If the bounce rate on your website is too high, it's worth rethinking the layout or even the content available on it. Many people leave pages because they can't find what they want or because it takes too long to load.
3 - Leads
How are your visitors (suspects) turning into leads, that is, potential customers who filled out an inbound form on your page?
There is a very basic formula to understand your conversion rate: rate at which your visitors are converting = Leads รท Visits.
When your inbound project is already underway and you start to worry about the middle of the funnel stages, some questions must be answered:
- What is a lead for my business?
- At what point does he become a "qualified lead"?
- When is the right time to hand over leads from the marketing department to sales?
This is the time to get qualified help from your inbound agency and discuss a new and important moment in the project: Inbound Sales .
4 - Your digital presence
Although there is much debate about this metric - whether or not it is a "vanity metric" or whether it is directly linked to revenue or increased sales - it is a good indicator of branding or relevance of your content. It is the "battle front" of any inbound project, and your audience will tell you whether or not it is good or not, without beating around the bush!
If your numbers are increasing, great, you are getting the content right. If your followers are falling, something is wrong and you need to review your digital strategy. Adjustments will always be necessary and demand may change, depending on your type of business.
Don't forget that choosing which networks you should work with is essential . Among the dozens of platforms, such as Facebook, LinkedIn, Twitter, Pinterest, YouTube and the like, there will be a space for you to work on your inbound content, whether B2B or B2C, believe me.
1 - Leads that return to your inbound environment
Studies indicate that 98% of your website visitors will australia contact data return. It's sad, but true. This means that a "return" lead is a valuable commodity.
When this visitor, already registered, returns, it means that you are:
- Working on differentiated and attractive content ;
- Creating engagement with potential for sales.
It's worth highlighting this type of experience and setting specific goals. For example: I want to increase the number of "return" leads, via Facebook, by 20% this quarter.
2 - Bounce rate
Almost the opposite of the previous item, bounce rate is a big challenge for most websites.
The questions to answer are:
- Who is leaving your site and from which pages do they leave?
- What experience should be followed with leads that come directly through your home page?
- What strategic content should I include on it to boost conversion?
If the bounce rate on your website is too high, it's worth rethinking the layout or even the content available on it. Many people leave pages because they can't find what they want or because it takes too long to load.
3 - Leads
How are your visitors (suspects) turning into leads, that is, potential customers who filled out an inbound form on your page?
There is a very basic formula to understand your conversion rate: rate at which your visitors are converting = Leads รท Visits.
When your inbound project is already underway and you start to worry about the middle of the funnel stages, some questions must be answered:
- What is a lead for my business?
- At what point does he become a "qualified lead"?
- When is the right time to hand over leads from the marketing department to sales?
This is the time to get qualified help from your inbound agency and discuss a new and important moment in the project: Inbound Sales .
4 - Your digital presence
Although there is much debate about this metric - whether or not it is a "vanity metric" or whether it is directly linked to revenue or increased sales - it is a good indicator of branding or relevance of your content. It is the "battle front" of any inbound project, and your audience will tell you whether or not it is good or not, without beating around the bush!
If your numbers are increasing, great, you are getting the content right. If your followers are falling, something is wrong and you need to review your digital strategy. Adjustments will always be necessary and demand may change, depending on your type of business.
Don't forget that choosing which networks you should work with is essential . Among the dozens of platforms, such as Facebook, LinkedIn, Twitter, Pinterest, YouTube and the like, there will be a space for you to work on your inbound content, whether B2B or B2C, believe me.