How to Measure the Effectiveness of Inbound Campaigns

By Kristen Patel

Campaign_Creators / Pixabay

Just last year, over 40 percent of companies surveyed as a part of HubSpot’s State of Inbound initiative shared that one of their top marketing challenges was proving the ROI of their marketing activities.

I’ll be honest—I was floored. After all, within the world of inbound marketing, there’s certainly no shortage of information, analytics, or KPIs. In fact, back during monthly reporting week, I found that I’d more often run into the opposite problem: There was often an overabundance of information about each specific piece of an inbound marketing campaign, and I’d pull all of it.

(Well, maybe not all of it, but a lot of it.)

Here’s what I look at to determine the effectiveness of inbound campaigns:

How Visitors Reached the Campaign

Although no two inbound marketing campaigns are the same, I would often rely on a similar framework to help visitors reach our super awesome piece of premium content.

The content lives on our clients’ websites and is either accessible on a landing page, gated by a form, or it lives on the website, ungated and waiting for the world to find it.

Now, although the same KPIs shouldn’t be copied and pasted from one campaign to the next, there are reliable elements that should always be included. These elements are email, social posts, and calls to action (à la related website pages), and each element has its own measurements of success:

Emails

In order to demonstrate the success of your promotional emails, you’ll want to take a look at …

  • Deliverability rate: This is the percentage of emails that didn’t hard or soft bounce, but actually made it to your recipients’ inboxes.
  • Open rate: Although many brush off the open rate as a metric purely dependent on the email’s subject line (or subject lines, if you’re testing), there’s quite a bit more at play: Day of the week, time of day, sender name/appearance, and recency of engagement with your brand, just to name a few.
  • Click-through rate (CTR), or more indicative of how the content and calls to action encouraged visitors to click through to the landing page: click-to-open rate (CTOR).

Social Media

  • Clicks: Did people click on your post and redirect to your landing page?
  • Interactions: This metric includes clicks, mentions, likes, shares, and retweets. Although this doesn’t necessarily measure the effectiveness of your campaign, it helps gauge the effectiveness of your messaging.
  • The success of your messages: If someone clicked on your post, did they convert on your offer and ultimately become a contact?

CTAs

Once visitors make it to your site, specifically to relevant pages on your site, how do you get them to your offer landing page or website pages? You use calls to action, of course! As you measure your CTAs’ success, you’ll want to look at:

    • CTA Views: Are these calls to action getting enough traction to successfully direct traffic to your content offer?
    • Click Rate: This metric indicates the percentage of visitors that click through the call to action, out of all those who see it.

Looking at these three components, we’re able to see …read more

Read more here:: B2CMarketingInsider

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