The Benefits of Inbound Marketing:
Analyzing and measuring your return on investment in a targeted and comprehensive inbound marketing campaign.

We know that inbound marketing can seem hard to measure. After all, how do you gauge what brand awareness can bring in, and what is the bottom-line impact of getting retweeted? For businesses new to content marketing and a strategy of inbound marketing, the value of blogging and creating videos can seem like a cost that is hard to understand. And that feeling is understandable.

That’s why it is important to both understand the goals of your campaign and to have the right technology and analytical tools in place to measure their success. Some campaigns want to lead to direct conversions; others just want to raise their profile in the field to lead to business down the line. Whatever you prefer, there are ways to figure out what kind of ROI you are getting.

Measuring What Matters Most To Businesses

Understand Your Goals

Every inbound campaign has different goals, and there is no one correct way to measure their success. But there are wrong ways to gauge an ROI, which is why it is so important to understand and implement what you’re trying to achieve with each campaign.

Find the Right Measurements

Content engagement can be measured with mentions, comments, traffic referrals, or site traffic. You can also analyze how many Market Qualified Leads you are bringing in. No matter what your goals are, there are smart ways to analyze them correctly.

Using the Right Tools

If you’re going to measure, you need the right calipers. Having an integrated Customer Relationship Management platform can help you track where leads are coming from, and which ones are turning into customers, giving you a clear picture of success.

Segmenting Your Market

Move beyond page views. Who is coming in? Which of your channels brings in the most MQLs? Do you spend most of your budget on Twitter but get the most leads from LinkedIn? The right analytics help you focus you campaign in the most profitable avenues.

Analytics Is What Turns Leads Into Customers

In some ways, inbound marketing is a lot like outbound. You wouldn’t have your sales reps cold-calling people in Phoenix about electric blankets. You also don’t want to spend all your time going after readers who won’t become customers. Analytics helps you spend your time in the most effective and efficient way.

Inbound Marketing is a Marriage of Creativity and Rigorous Analysis

There’s an art to inbound marketing. It takes creative minds to build a long-lasting and engaging content strategy. But while there’s no way to measure a painting, analytics is an equal partner to inspiration when it comes to content. Using tools like Google Analytics, MQL drive analysis, and customer conversion rates drives the direction of content as much as content creates consumers.

Turning Followers into Visitors

Having a thousand retweets is great. But understanding which of those thousand followers visits your site helps to adjust content to get more MQLs on your site. People are interested in your content. Now turn them into active visitors.

Get more visitors

Turning Visitors in Leads

You’re closer to having a successful inbound marketing investment. Using analytics and web development to obtain helpful information creates a personalized approach for visitors, moving them along your sales and marketing funnel.

Convert more leads

Turning Leads in Sales

All of the analytical and creative approaches come together when it is time to close a sale. By attracting the right people, and using proven techniques to understand and meet their needs, inbound marketing returns any investment.

Close more sales