It’s no secret that we are strong advocates of inbound marketing at Primitive Social. However, your inbound marketing doesn’t really mean much if you aren’t tracking the proper metrics.
But have no fear, throughout this blog post we’re going to highlight the inbound marketing metrics you should be tracking.
Why Track Inbound Marketing Metrics?
Your inbound marketing efforts need to be tracked so that you can see what’s working and what needs to be tweaked in your strategy. Inbound marketing can help:
- Increase brand awareness
- Grow your email list
- Increase social media engagement
- Increase sales
- Build customer loyalty
In order to see if inbound marketing is helping with all of the items listed above, you should be tracking these metrics.
This is a simple metric. How many people are coming to your website? This will help you gauge if your brand awareness strategy is working.
Website Traffic by Source
These metrics help you determine where your traffic is coming from. The sources are:
- Direct - These are people that type your exact web address in their address bar.
- Organic - These are people that get to your website from search engines.
- Referral - People that come to your website from another site.
- Social - This is the number of people who got to your website from a social media link.
- Paid - This is all of your traffic that came in from paid sources.
If these numbers are growing over time, that typically means that your content is valuable.
Your leads are people that give you their contact information in exchange for a piece of content or valuable tool. Tracking your leads helps you determine if your lead generation tactics are effective.
Site-Wide Conversion Rate
Your site-wide conversion rate takes your website traffic and leads into account to let you know how well your marketing efforts are turning all of your website visitors into leads. Typical site-wide conversion rates are around 1-3%.
Landing Page Conversion Rate
When your website visitors reach your landing pages, that means they’ve clicked a call-to-action or a link to get there. These should convert at a much better rate, averaging around 20-25%.
This number takes into account the number of followers you have on Twitter, Facebook, LinkedIn, and Google+. The higher this number is, the more people you can reach with your content promotion on social sites.
Email Open Rates
This gives you a gauge on how your subject lines are performing. If these numbers are low, a shift in strategy of your subject lines may do the trick.
Email Click Rates
This number lets you know if your prospects and leads are clicking links in your emails. If they’re not, you may need to position them better to increase the clicks.
Overall, we all want more customers from our marketing efforts. Track this number to see a direct return on investment from your inbound marketing tactics.
While these are not the only inbound marketing metrics that you should be tracking, these are some of the most important that can be a direct reflection on how your inbound marketing is working.
Are you interested in taking a deeper dive into marketing analytics? Download our eBook below.