How do you measure the ROI of your inbound marketing efforts? Any real inbound marketing strategy can take around 3 months to actually start seeing results. So, don’t sweat it if you’re not noticing any big changes within a few weeks. It’s a lengthy process. Here are a few metrics you must measure to better determine the results of your inbound marketing campaign:
1. Social Media Engagement
If we’re being honest, your likes and your reach don’t mean anything — they’re just vanity metrics. Instead, pay attention to how many people are actually engaging with your content, because that means it resonated with them enough to incite action, and those are the people who will potentially become customers. With that being said, you must be wondering how exactly can you boost your social engagement? Here are a couple of key tips:
- Keep your post short and sweet- when people are scrolling through their social media feeds, they often quickly scroll through. Making your posts short increases the chances of your post to be seen and read because people do not want to take the step to expand posts if they are too long.
- Use emojis- 92% of online consumers use emojis. Apart from this statistic, emojis are fun and eye-catching!
- Include statistics- A powerful statistic draws peoples’ attention. The more shocking the stat is, the better.
- Ask questions- Asking questions is a direct call for engagement. It also shows that you care about what your followers have to say and/or you want to help them
In the picture below, you can see that Lead Pilot offers a convenient dashboard that highlights your social engagement.
2. % Leads
The second measure of success is the percentage of leads that are coming in from each avenue: social media, email, PPC, etc. This is a great measure of your inbound marketing efforts because it shows whether or not anyone is interested in anything that you’re doing. By looking at the percentages from each category, you can determine which ones are giving you the most bang for your buck and which ones you may need to adjust. For example, if you see that you’re getting a large number of leads from email marketing, but hardly any from social media, you know that you can keep your email marketing strategy as is but you should refine your social media strategy.
Lead Pilot offers data on the number of leads received from your shared content
Conversion rates are incredibly important when it comes to measuring the success of your inbound marketing strategy. Out of the traffic and leads that Facebook sent to your landing pages, how many became customers? Same for your website, and any digital advertising you may be doing. Simply put, if you don’t have any conversions, then your inbound marketing is not being seen and/or not resonating with people. However, at the same time, it’s important that you don’t get discouraged – people may not convert on that first visit, or even the second or third or more.
It’s also a good idea to measure not only your conversion rate but how long it’s taking for your leads to convert on average. This can give you some insight on whether you’re nurturing your leads for an excessively long time.
Luckily, Lead Pilot also offers conversion rate information on your content
4. Email Engagement
If email marketing is a large part of your inbound marketing efforts, it’s really important that you measure things such as open rate and click-through rate in order to see if your efforts are paying off. The open rate of an email refers to the percentage of people who actually opened the email compared to how many received it. This is an important number to track because if people aren’t opening your emails, your campaigns will be ineffective. It won’t matter how amazing the content inside the email is if it’s not even being opened. If you see that people aren’t opening your emails, consider making stronger and more appealing subject lines.
The other metric you should measure is the click-through rate. Once the viewer has opened your email, the click-through rate will tell you how many actually clicked on the email to get through to your site. The CTR shows you how effective the email itself is at persuading readers to complete the action you’ve asked them to do.
Lead Pilot offers tons of insight on your email engagements.
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About The Author
Namisha is a Content Creator at Twenty Over Ten, passionate about fostering community growth. A Bollywood enthusiast, she loves to travel and hopes to experience all seven wonders of the world.