How is your inbound marketing strategy performing? It takes a lot more than social media likes and website pageview growth to know if a strategy is working; your inbound marketing data analytics can be used to track your success.
First, it's essential to understand what analytics you need to measure. Google Analytics is a great overhead analytics site to track nearly all website analytics as well as information about traffic sources and more. It's also smart to take a look at each of your social media profile insights to see how your content is resonating with your audience.
Let's dive into a few marketing data analytics you should pay attention to.
1. Traffic Sources
Just taking a look at your monthly users and pageviews is considered more of a vanity metric than a true measure of success. After all, if you have 100,000 monthly pageviews, but no one is buying anything, the pageviews are not doing your business a lot of good.
(If you have 100,000 monthly pageviews and no one is buying anything, you should do a serious website redesign immediately because there's a reason the visits are not converting.)
Keep a focus on traffic sources. There are five different categories for traffic sources: direct, referral, social, organic search, and paid search. However, if you're not doing any paid search advertising, you'll only see the first four channels.
Knowing where your traffic is coming from is essential to seeing which of your inbound marketing strategies is performing best. If social is your top traffic source, then you're doing the right thing in your social media marketing strategy. If paid is your top traffic source, your paid search ads must be performing well. If referral is your top traffic source, click through to see what the specific referrers are to understand where that traffic is coming from.
A conversion can come in many different shapes and sizes. After all, someone landing on your website and subscribing to your email newsletter is still a conversion, even if they haven't yet made a purchase. Pay attention to all of the different ways your audience can convert, whether it's a social media follow, an email opt-in, or a purchase.
Then you can take the number of conversions you've gotten lately and divide it by your total number of website or landing page visitors to measure your conversion rate.
You can create goals for this in your Google Analytics account to make it even easier to determine your conversion rate. In addition, the use of tools and marketing data analytics helps you to find the information you need quickly and easily.
Your social media engagement is also an important metric to look at. Followers and likes are vanity metrics, but if your content actually made someone react or comment, they're much more likely to become a customer.
Compare your social media post reach to your engagement to see what your overall engagement rate is. Try sharing more middle or bottom of the funnel content to convert those people.
4. Click-Through Rate
Another important metric to keep an eye on is the click-through rate for both your organic social media content and your digital ads (whether it's social or search). Click-through rate can give you information about the success of your content and ads. After all, if a lot of people are looking at your ads, but no one is clicking through, something needs to be tweaked.
Your marketing data analytics hold essential information that gives you a look into the success of your inbound marketing. Request a demo to learn more about how we can help your business understand your analytics.