As you’re working your leads all the way through the steps we discussed in Part 2 of this series, you want to make sure that you’re measuring everything. Measuring everything is very important because it allows you to go back, change things that aren’t working, and improve the things that are. There’s no such thing as too much data when it comes to inbound marketing. Because if you don’t have measurements, how do you know if anything is working?
The first and most important thing you want to measure is your website analytics, which basically means Google Analytics. If you don’t have Google Analytics on your website, you’re not serious about using your site as a marketing vehicle. Analytics shows where your website visitors are coming from and what they’re doing while they’re on your site. If they’re coming from a search engine, you can see the terms they searched for that lead them to your website, and from there you can see what type of content brings more people in.
Social media metrics are also vitally important. All of the major social media platforms provide their own insights and analytics so you can track how people are engaging with you on social media, while services like Bitly and HootSuite let you measure how you’re doing on all the platforms at once. The most important thing this does it show you if you’re gaining any traction from your efforts. If you look at your metrics for, say, Pinterest, and you find that it’s driven next to no traffic to your site, you know you can safely shut down your efforts there and focus on platforms which are driving traffic.
If there’s one thing that doesn’t happen enough with most inbound marketing campaigns, it’s measuring the competition. Competitor tracking lets stay one step ahead of your competition, whether it’s comparing your websites, comparing your social media, and even learning your competitor’s profitable keywords. It’s about seeing what you can do to actually edge them out a little bit, and how you can adjust your strategy so you can be more effective and efficient. You can sometimes even get free SEO and social media tips just by keeping an eye on what your competitors are doing!
So that wraps up our three-part look at inbound marketing. I hope you found it useful and informative. If you have any questions, feel free to ask them in the comments. And if you think inbound marketing might be right for you (hint: it’s right for anyone who wants to have a serious internet presence) get in touch with us to get started on your customized inbound marketing plan!