Inbound marketing is the pinnacle of success for today’s B2B and B2C organizations. However, to get a positive ROI from inbound marketing, you need to make your decisions based on concrete data. You should track the success of your online campaigns. The data of each campaign should help you decide the steps to take to improve your lead generation results.
In this article, we will look at how you can improve the ROI on your landing pages, SEO, business blogging, social media marketing, and email marketing.
Let’s get started.
Your landing pages are the gateways through which visitors enter your sales funnel as leads. The pages can make or break your conversions through their design, content, or optimization. To determine the best converting landing page, you can split test two different designs. The design that results to the most leads should then be optimized to further improve its conversion rate.
Every element on your landing page plays a part in conversion. Test various elements including your call-to-action (CTA) button, images and text, placement of content and your offers to see how conversion rate will change.
Search Engine Optimization
Your SEO ROI can be measured by the number of leads generated through free traffic, the number of targeted visitors stopping by your website, the brand and non-brand keywords that your website is ranking for, and the number of backlinks to your website.
Analyzing the results of your SEO campaign can help you identify primary non-brand keywords as well as long-tail keywords that your website is ranking for. With this insight, you can better understand what your visitors are interested in and tweak other parts of your online campaign for higher ROI. For example, by using analytics software like Hubspot, you can know where your web visitors come from, and establish a presence there or put more effort in other traffic referral avenues to improve your lead generation.
Blogging helps to build your brand, establishes you as a thought leader and improve your website’s ranking on search engines. You need to blog on a regular basis to stay in touch with your prospects and improve your leads. According to Hubspot, B2B companies that blog only 1-2 times/month generate 70% more leads than those who don’t blog.
By checking your blogging metrics, you can know which blog posts attracted the most views and engagement and hence tailor your blogging strategy in a way that will resonate with your audience better. Moreover, you can unlock hidden keywords in your blog posts that may be driving traffic to your blog. You can then incorporate the keywords in your current target keywords list for more targeted traffic and lead generation.
Social Media Marketing
Social media sites like Twitter and Facebook should be part of your overall traffic and lead generation strategy. You can connect with prospects, suppliers and industry influencers on social media networks to enhance your brand.
Social media lead generation is all about providing value to your prospects and interacting with them. Interaction is a two-way street; you speak as well as listen to your prospects.
Some of the social media metrics you can measure include traffic generated to your website, leads generated, sales closed, number of brand mentions, among others. By measuring these metrics, you will know how to tailor your content and interaction for even higher leads and sales generation.
Email marketing gives you the power to reach your prospects at any time you want. Unlike other lead generation methods that may be affected by external factors such as Google updates, email marketing will always work when you have the right leads.
The key to successful email marketing is to have your message delivered to the right audience. When generating leads, you should segment them based on the offers they opt in for or their interests. You need an email strategy that will cover the first communication you have with the leads up to after they buy your product. You can use email marketing automation software to execute your email marketing plan.
Some of the things you should check on your email marketing include:
- Delivery rate – the number of people receive your emails
- Click through rate – the number of people that click any links in your emails
- Conversion rate – number of sales generated from sending an email
- Engagement rate – number of people that take the desired action in your email
Initiating an inbound marketing campaign is just the beginning of your online marketing. To ensure you get positive ROI on your marketing, you need to analyze and optimize the various marketing techniques you have implemented. Learn how you can optimize your inbound marketing ROI with our FREE eBook “How to Unlock the ROI of Your Marketing with Analytics”. Download Now!