How to measure performance to improve Inbound Marketing strategies
Posted: Sun Jan 19, 2025 8:19 am
Collecting, analyzing and evaluating data from the behavior of prospects, qualified leads and customers, in response to an Inbound Marketing strategy ; are unavoidable tasks to measure its effectiveness and achieve improvement.
But correct measurement, which reflects real results and allows for the implementation of necessary changes, implies taking important actions.
Set SMART goals
This is the first step to know for sure what you need to measure and what your priority is. But it is not just a simple objective, such as wanting to increase sales, get more subscribers or make your brand more visible. You must establish a much more detailed one, so that you have a powerful guide to direct your strategy.
For this reason, your objective has to be SMART, that is:
– Specific : Focus on exactly what you want to achieve. Ambiguous or overly broad ideas will hinder your task.
– Measurable : includes parameters that allow you to visualize how close you are to reaching the goal.
– Attainable : Ask yourself how realistic or reasonable it is. It should be in line with the reality of your brand.
– Relevant : Is it important for your company and/or customers? If the answer is yes, you are on the right track.
– Timely : Set a date to achieve the goal.
So, an example of a SMART goal could be, “increase online sales by 30%, during the second half of 2017 and the first half of 2018, by offering new benefits to customers.”
Clearly define KPIs
Now that you have a properly structured objective, you can implement the actions that will allow netherlands whatsapp shopping data you to achieve it and establish the Key Performance Indicators, in order to analyze the performance of your Inbound Marketing strategy in all its breadth. But it is essential to make a good choice of KPIs, otherwise, the decisions and adjustments that are made could be based on misleading information.
There are several tips that can help you define the right indicators, and of course, the first thing is to make sure that they relate to the objective you want to achieve. If so, you are on the right track, but that is not the only thing you should pay attention to. For example, check that these KPIs provide comparative data, that they provide relevant information, that they maintain their continuity over time, and that they are specific.
So, if we apply these guidelines to the objective we set out in the previous point, we could use KPIs such as the conversion rate , site traffic and sales made daily.
Use the right tools
After establishing your KPIs, you must obtain and analyze the results; and while there are various options for this, the ideal is to choose high-performance software or tools that give you a complete view of how effective your strategy is.
One of the best known is Google Analytics, which will offer you data regarding the traffic that reaches your site, bounce rates, average session duration, and percentage of new visits, among others. But you can also turn to alternatives, such as HubSpot, HootSuite, and Webtrends . The important thing is that you find out about the existing options, evaluate their features, and from there decide which one best suits your requirements. Never choose at first sight.
Once this process is complete, it is time to carefully evaluate the data obtained, together with your team, in order to make the necessary decisions that will allow you to improve the Inbound Marketing strategy, maintaining what works and changing what has not yielded positive results. In this way, you will be able to grow as a brand, deliver a quality service, satisfy and retain your customers, and stand out from the competition.
But correct measurement, which reflects real results and allows for the implementation of necessary changes, implies taking important actions.
Set SMART goals
This is the first step to know for sure what you need to measure and what your priority is. But it is not just a simple objective, such as wanting to increase sales, get more subscribers or make your brand more visible. You must establish a much more detailed one, so that you have a powerful guide to direct your strategy.
For this reason, your objective has to be SMART, that is:
– Specific : Focus on exactly what you want to achieve. Ambiguous or overly broad ideas will hinder your task.
– Measurable : includes parameters that allow you to visualize how close you are to reaching the goal.
– Attainable : Ask yourself how realistic or reasonable it is. It should be in line with the reality of your brand.
– Relevant : Is it important for your company and/or customers? If the answer is yes, you are on the right track.
– Timely : Set a date to achieve the goal.
So, an example of a SMART goal could be, “increase online sales by 30%, during the second half of 2017 and the first half of 2018, by offering new benefits to customers.”
Clearly define KPIs
Now that you have a properly structured objective, you can implement the actions that will allow netherlands whatsapp shopping data you to achieve it and establish the Key Performance Indicators, in order to analyze the performance of your Inbound Marketing strategy in all its breadth. But it is essential to make a good choice of KPIs, otherwise, the decisions and adjustments that are made could be based on misleading information.
There are several tips that can help you define the right indicators, and of course, the first thing is to make sure that they relate to the objective you want to achieve. If so, you are on the right track, but that is not the only thing you should pay attention to. For example, check that these KPIs provide comparative data, that they provide relevant information, that they maintain their continuity over time, and that they are specific.
So, if we apply these guidelines to the objective we set out in the previous point, we could use KPIs such as the conversion rate , site traffic and sales made daily.
Use the right tools
After establishing your KPIs, you must obtain and analyze the results; and while there are various options for this, the ideal is to choose high-performance software or tools that give you a complete view of how effective your strategy is.
One of the best known is Google Analytics, which will offer you data regarding the traffic that reaches your site, bounce rates, average session duration, and percentage of new visits, among others. But you can also turn to alternatives, such as HubSpot, HootSuite, and Webtrends . The important thing is that you find out about the existing options, evaluate their features, and from there decide which one best suits your requirements. Never choose at first sight.
Once this process is complete, it is time to carefully evaluate the data obtained, together with your team, in order to make the necessary decisions that will allow you to improve the Inbound Marketing strategy, maintaining what works and changing what has not yielded positive results. In this way, you will be able to grow as a brand, deliver a quality service, satisfy and retain your customers, and stand out from the competition.