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How To Measure KPIs For Inbound Marketing Campaigns

June 8, 2017

When you are running an inbound marketing campaign, it is important to define the Key Performance Indicators or KPIs. This is because these are the parameters that will be used to rate the performance of your campaign or campaigns.

There are different inbound marketing methods and in this context, we will be focusing on

  • Social networking
  • Web Positioning (SEO)
  • E-mail marketing
  • Content Marketing

Social Networking

Image result for social media marketing

The growth of Followers:
The number of followers you are able to garner over a period of time shows you have been relevant in passing your brand message. But don’t lay too much emphasis on numbers because engagement matters more so don’t go “overboard” in your bid to attract new followers.

Links Clicks:

This shows that your content is relevant to your audience.

Shared Links:
This is another great indicator that your strategy is working because people find it relevant enough to share it. The more this is done, the better it will be for your follower’s base.

The volume of Publications:

This metric allows you to evaluate the constancy and periodicity with which you publish content. And although it seems simple to measure, generating the content is not so much.

Web Marketing

Image result for web marketing

Visits
The number of traffic you generate over a period of time from sites like Google is very important, so it is important that you work on your SEO strategy when you are doing inbound marketing.

Conversions
This is the number of visits to your sites from search engines that actually perform an action on your site (make a purchase, register, sign up etc.). Conversion shows that you are doing something good, so optimize or do it better.

Revenue
The amount of revenue that you can generate from the conversion is also an important factor in in-bound marketing. Check the amount of revenue that you generate in relation to visit that you get every month.

Email Marketing 


Delivery Rate

The number of users that receive your emails is a good reflection on the quality of your email marketing campaign and database.

Opening Rate

Matches the amount or percentage of emails that were opened over the total submitted in your campaign. Represents a good indicator of the interest you generate in your target and the quality of the subject that was set for your campaign.

Click Rate

CTR (Click-Through Rate) indicates the number or percentage of clicks made on the links included in your site. This indicator is a key piece to measure the level of interest that aroused your content or pieces sent to your registered, as well as the effectiveness of the Calls to Action (CTAs) you have chosen.

Conversion rate

How many conversions were generated on my website since my campaign was submitted? This KPI will answer your question. It is essential that the statistics of both media (email marketing and website) are integrated with each other.

 

Content Marketing

Image result for content marketing

Unique Visits
A number of unique visitors you generate over a period of time would play a part indicating how valuable your content is over a stipulated period of time.
Geographic location
You need to know the geographical location of your visitors should play a part in the kind of content that you create and the people you target. This is why you need to create a Google Analytics account and register your site.

Mobile Traffic
This high number of mobile users has made this one of the most sought after traffic source. So if you are into inbound marketing, then you will need to work on your content to suit this market. You also need to maximize their performance by making your content more visual and synthetic.

Bounce Rate

A high bounce rate shows that the content on your site isn’t what readers/users want to see when they clicked on your link. The average time spent on your site is also a KPI that needs to be looked into.

Comments

A post with many comments is a clear indicator of the interest generated in your audience. Content, a post with few comments does not always indicate the lack of interest. People often shy away from commenting and directly demonstrate their interest in sharing content on social networks.

Social Impact
The number of times the content that you are marketing was shared online is also a clear indicator that people are relating to it.

Conclusion
If you don’t apply KPIs to your inbound marketing plan, then you are most likely doing it wrong because you cannot improve on something that is not measured.

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