How to Measure the Effectiveness of Your Website. Mike Volpe VP
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1 Marketing Analytics 101 How to Measure the Effectiveness of Your Website Mike Volpe VP
2 Outbound Marketing
3 Outbound Marketing is Broken Annoying Salesperson
4 Marketing Has Changed
5 Inbound Marketing Blog SEO Social Media
6 Inbound Marketing Process Tools Get Found Get Found Publish Content Mgmt Promote Blogging Optimize i Social Media SEO Analytics Get Found Convert Test Target Nurture Convert Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics
7 Why do you want to measure? Understand what s happening with your marketing efforts and overall business Decide which marketing programs to invest in Control how fast or slow your business is Control how fast or slow your business is growing
8 Marketing Analytics vs. Website Analytics Website Analytics Hits, Page Views, Time on Site Page Load Time, Visit Geography Marketing Analytics Leads & Customers Marketing Campaigns Closed Loop Marketing
9 Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) 2. Convert visitors to leads (Landing Pages) 3. Produce Measurable ROI (Leads, Sales)
10 Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) 2. Convert visitors to leads (Landing Pages) 3. Produce Measurable ROI (Leads, Sales)
11 Attract Website Visitors: Blog Blog Website Visitors Get Found Convert Customers
12 What to Publish? Blog Podcast Videos Photos Presentations ebooks News Releases
13 What to Track: Blog Metrics Traffic Drawing Keywords
14 What to Track: Blog Metrics Traffic Drawing Keywords Subscribers
15 What to Track: Blog Metrics Traffic Drawing Keywords Subscribers Comments
16 What to Track: Blog Metrics Traffic Drawing Keywords Subscribers Comments Inbound Links
17 What to Track: Blog Metrics Traffic Drawing Keywords Subscribers Comments Inbound Links Traffic, Leads, Customers
18 Attract Website Visitors: SEO Search Engine Optimization Website Visitors Get Found Convert Customers
19 Organic Search is Better Pay Per Click 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
20 How Does Google Decide? On-Page 25% Off-Page 75%
21 Build a Long Lasting Asset Flickr photo: Thomas Hawk
22 More Content = More Visitors & Power Traffic After Increasing Blog Frequency MikeVolpe.com Blog Traffic
23 What to Track: SEO Metrics Keywords in Google top 10
24 What to Track: SEO Metrics Keywords in Google top 10 Keyword Rank (vs. Competition)
25 What to Track: SEO Metrics Keywords in Google top 10 Keyword Rank (vs. Competition) Inbound Links
26 What to Track: SEO Metrics Keywords in Google top 10 Keyword Rank (vs. Competition) Inbound Links Traffic, Leads, Customers from SEO
27 Attract Website Visitors: Social Media Social Media Website Visitors Get Found Convert Customers
28 Good Content Spreads
29 What to Track: Social Media Metrics Reach
30 What to Track: Social Media Metrics Reach Influence
31 What to Track: Social Media Metrics Reach Influence Referrals from Social Media Twitter.com (5.1%) Facebook.com (9%)
32 What to Track: Social Media Metrics Reach Influence Referrals from Social Media Traffic, Leads, Customers
33 Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) 2. Convert visitors to leads (Landing Pages) 3. Produce Measurable ROI (Leads, Sales)
34 Convert with Landing Pages Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit. Target Market Website Visitors Leads Opportunities Customers
35 Landing Page Uses Call to action on website homepage Links in all newsletters / s Use for all pay-per-click ads Next step after tradeshows or events
36 Which Offers Convert Better?
37 Is Your Website Performing? 1. Attract website visitors (Blog, SEO, Social Media) 2. Convert visitors to leads (Landing Pages) 3. Produce Measurable ROI (Leads, Sales)
38 How to Track Your Funnel Track visitors.
39 How to Track Your Funnel Track visitors. Track leads.
40 How to Track Your Funnel Track visitors. Track leads. Track customers.
41 How to Track Your Funnel
42 What does this tell us?
43 Analyze Each Channel
44 Analyze Each Channel
45 Analyze Each Channel
46 Analyze Each Channel
47 Analyze Each Channel
48 Analyze Each Channel
49 Relative Cost/Lead for SMBs Source: Survey of 100 s of SMBs -
50 Inbound Marketing ROI Inbound marketing focused companies have a 61% lower cost per lead Active HubSpot customers get an average of 6 times more leads in 6 months
51 Summary Questions you should be able to answer: How many visitors, leads and customers am I getting? What is driving those visitors, leads and customers? What are my best and worst sources of leads and sales? How can I grow sales? How can I lower marketing costs?
52 Who is HubSpot?
53 Who s HubSpot? Founded in July 2006 from research at MIT Cambridge, MA 1,500+ customers, 95+ employees
54 HubSpot Awards
55 HubSpot Buzz
56 Inbound Marketing Software
57 HubSpot Customers Proven ROI Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads
58 Trial Mike Volpe VP
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