Setting up an inbound marketing campaign is one thing, but measuring its success is quite another. How can you find out whether the B2B campaign you have put a lot of time and effort into is actually effective? Generally, we use seven different types of metrics.
1. Content analysis
You can find out whether your content is reaching your target audience in different ways:
- Have a look at the number of visitors/views for a specific page. How often has the content been viewed? Those figures can give you a lot of information. Compare various types of content by having a closer look at their respective number of page visits. Once you have pinpointed which content is popular, you can create more of it in the future.
- Another way to find out whether your content is delivering is to analyse the number of generated leads or forms completed, e.g. to subscribe to a newsletter or to request additional information. A form can turn a prospect into a lead, so check which forms are less successful at boosting your conversion rate. To do so, you can use Google Analytics or Hotjar.
- Apart from the number of clicks and generated leads, there are many other metrics that allow you to easily assess your content, such as inbound links. These are links that appear on other websites and connect directly to your B2B content. Inbound links give a credibility boost to your content and greater authority to your website/blog.
2. Blog and/or website analysis
Another four factors can help you measure the success of your content/blog/website:
- It is unlikely that the content of your blog, B2B website or video was created by a single person. Consequently, you can compare the results of the different authors and their content. Does the content of author X attract more readers, for longer than that of author Y? That is relevant information, because it allows you to assess what makes the content of this particular author so interesting, which in turn enables you to adapt the content of author Y.
- Apart from the authors’ content, you can also analyse their topics and formats.
- If articles about labelling are hardly read and the stats of pages about RFID technology show an ever-growing interest in this subject, you should no longer produce content about labelling, but focus fully on RFID technology.
- Similarly, you can review the format of your content. Have you noticed that videos are very popular, while dry blog posts are often skipped? Then don’t hesitate to invest in video production.
- The format used to present your content is equally important. Make sure you gear the format to the channel where you are promoting your content. Posting a white paper on a video platform, for example, is not done. However, you can post videos on websites that also feature white papers.
There are many (easy) ways to find out whether your content is successful and/or whether it is delivering. However, you should test what scores best and find the success formula that has proven its worth. In doing so, remember to be consistent and to publish content frequently. If you use different channels, formats and topics, your blog/website can come across as messy or unprofessional, so make sure you remain consistent at all times.
Creating good content is key, but what use is a brilliant blog post if no one can find it? Make your content ‘visible’ on the internet. SEO is a handy and relatively easy way to do so. You can apply it to all your texts, but there are many other places where SEO is also a must, such as the title of your blog posts, your URL and the alt text of your images.
3. Social media analysis
- First of all, you should analyse your reach, which is used to measure the size of your potential audience. Which types of posts reach the most people? Find out and learn from these figures.
- Not only your reach, but your engagement rates provide a wealth of information too. Engagement stands for the number of interactions with your page/brand/blog. In other words, people’s responses, likes or shares. Those are targeted interactions with your brand.
- Social media can also be analysed in terms of audience growth. That is a broad term that can be interpreted in different ways – from new likes to new followers or simply new page views. Generally, audience growth is expressed as the number of new visitors to your page.
When analysing your social media, it is very important that you compare these three key metrics with the investments made (in time and resources). Are the time and budget invested proportionate to the yield? That is a key question.
4. Call-to-action analysis
A call-to-action (CTA) is one of the key elements of an inbound strategy. A CTA is a button or link you add to your website/blog/page to convert potential customers into leads via a form to be completed or another action. CTAs are easy to test and analyse, for example through A/B testing. Place CTA A on page X and CTA B on page X. The content of the pages should be the same, but the CTA should be slightly different. Then look at which CTA attracts the most clicks and/or whether it has resulted in any new leads. How to measure the effect? Look at your clicks and submission rates (the number of details entered on a landing page).
5. Landing page analysis
A call-to-action in an e-mail or advertisement usually directs the prospect to a landing page. The creator of that page wants the prospect to find out more about a product/service/topic, and to convert them into a lead. Consequently, it is very important for landing pages to look good and list all the relevant information, and for the prospect to understand all the content. It is on that landing page that all the real action happens – in other words, this is where the consumer/prospect decides whether or not to move forward.
With this in mind, measure the conversion rate on your landing page. If two weeks on you have not surpassed 20%, you should take the time to analyse your landing page and see what you can amend and, more importantly, improve.
6. ‘Thank you’ page analysis
You can measure the effectiveness of a ‘Thank you’ page very quickly and easily. In fact, there are only two ways to check whether or not this page works as it should:
- The number of clicks
- The number of times the page is shared on social media
7. E-mail tracking
A last step in the inbound process is e-mail, which serves to convert leads into customers by building a relationship with them.
- This relationship can only start when your leads receive your e-mails. Check the delivery rate of every e-mail sent. Are any of your e-mails returned? Then find out what has gone wrong and fix it.
- If your leads do not read your e-mails, the information in your message does not reach them. As a result, you cannot build any relationship. The opening rate of an e-mail is influenced by the subject line, so make it catchy to ensure your e-mails are actually read by the recipients and to boost your leads.
- If the delivery rate and opening rate are zero, there will be no click-through rate (CTR) either. In other words, a CTR requires an e-mail to be received and opened. The CTR shows how many people interact with the e-mail by clicking through to a landing page, social media, etc.
This is quite a lot to process, but analysing your B2B inbound marketing campaign is a must. These analyses and measurements allow you to see where you are succeeding and what is less fruitful. You get an insight into the behaviour of your prospects and leads, which can help you to steadily boost the effectiveness of your campaigns.