inbound marketing roi & closed loop reporting
DESCRIPTION
Discussion about inbound marketing basics, how to track the ROI and the most powerful tool available to marketers - closed loop reporting.TRANSCRIPT
MARKETINGINBOUND
ROI
1.
2.
3.
What is inbound marketing?
Q&A Session
WHAT WE’LL
How to measure inbound
GET INTO TODAY
Basic overview of how it works
marketing ROI
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”- John Wanamaker
“Pioneer in Marketing”
OUTBOUND MARKETING!
OUTBOUND MARKETING IS BROKEN
RECYCLE/TRASH
44%SAY
‘DO NOT CALL’
200million
SKIP TV ADS86%
UNSUBSCRIBE91%
WHAT IS A MARKETERTO DO?
WHAT IS A MARKETERTO DO?=TRANSFOR
M THE WAY YOU DOMARKETING!
Make
marketing people love
Inbound
marketing is a fundamental
shift in how we connect
to potentialcustomers
People arenow educating
themselves.
Finding solutions to their problems
Using the Internet.
The fundamental shift is when you
become the
educator.
INBOUND MARKETI
NG
Get Found
Convert
Analyze
3Pillars
INBOUND MARKETI
NG
Get Found
Convert
Analyze
3Pillars
GET FOUNDONLINE?
HOW TO 3MAJORWAYS
Search Engines Inbound Links Social Sharing
INBOUND MARKETI
NG
Get Found
Convert
Analyze
3Pillars
Download our Free eBook on Inbound
Marketing!GET IT NOW!
aaaaaaaaaaaaaa
Call to Action
Lead
Landing Page with a Form
HOW DOES THIS WORK?
FACEBOOKHow to create a
BUSINESS PAGE?
Awesome
helpful content!
More awesom
e content!
INBOUND MARKETI
NG
Get Found
Convert
Analyze
3Pillars
There is a lot we
can analyze
Increase site
traffic Increasevisit/
customer conversion
rates
Increase inbound
linksGrow social media reach
Increase
number of leads
Increase profits
ANY GOOD MARKETING SOFTWARE CAN HELP
WITH THESE!
Increase site
traffic Increasevisit/
customer conversion
rates
Increase inbound
linksGrow social media reach
Increase
number of leads
Increase profits
What software
can’t help
with…Improve social media
presence Enhance online
presence
Improve customer awareness
Improve brand
awareness
BE CONCRETE WITH YOURGOALS!
(no fuzziness allowed!)
TO DETERMINE
ROI
ALWAYS START WITHTHE END INMIND!
AND IF IT DON’TMAKE DOLLARSIT DON’T MAKESENSE!
REMEMBER
How to begintracking ROI
Determine what your concrete goal isFind the most helpful toolsBe mindful - record time and money spent on the project
FACT:While many companies are investing in inbound marketing – most are done without the ability to demonstrate any ROI
WHAT IS A MARKETERTO DO?=BEGIN
USINGCLOSED-LOOPMARKETING!
Closed-Loop MarketingDefinition: Marketing that relies on data and insights from closed-loop reporting.
The most powerful way to determine which mediums/channels are the most effective at driving high quality leads which end up purchasing.
Closed-Loop
Allows us to
demonstrate our
work’s value to
our bosses.
Helps you to attract
more high-quality leads
Work smarter,
not harder...
… by being more
efficient marketers capitalizing on the best
Marketing Benefits
Always specify a campaign with tracking URLS.
!
Use tracking URLS
“/?utm_medium=social&utm_sources=twitter”
Site Visitors
Now this is closed-loop reporting!
Which keywords drove the most customers!
Recap onClosed-Loop Marketing
1. Fairly new, and incredibly powerful new marketing reporting.
2. Tracks site visitors actions on our site with tracking tokens – giving us insight to a ton of helpful information.
After a large enough sample size of new customers is gained – we can determine which are the best channels to pursue.
3. This information can help us shorten the sales cycle, learn more about our buying personas (we see their site activity), set the right goals & expectations, and ultimately be a better marketer.
4.
Inbound Marketing
1. It’s all there – you just need the right tools. Ideally in one place.
2. If it don’t make dollars – it don’t make sense.
Make sure you’re concrete with your goals. No fuzziness allowed.3. Make sure you’re tracking your time and money as an investment to show the true ROI. 4.
ROI Recap
Sarah BedrickTwitter.com/sbedrickSarahbedrick.com
www.HubSpot.com
THANKYOU!