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http://www.buzzstream.com Inbound Marketing is the process of helping customers find your company online both through organic search (SEO) and social media. This presentation covers measuring metrics throughout the inbound marketing funnel: Listening > Engagement > Relationship > Coverage > Links > Search Rankings > Traffic > Leads > Sales
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Measuring Inbound Marketing
Jeremy BenckenJune 10, 2009
Austin Web Analytics Wednesday
The Inbound Marketing Funnel
Relationships
Engagement
Listening
Coverage
Inbound Links
Search Rankings
Traffic
Leads
$
Social Media MonitoringGoogle Alerts, Social Mention, Radian6,
filtrbox
Email, Twitter, blog comments, trackbacksBuzzStream, Radian6
CRM’sBuzzStream, Vocus, Highrise,
Gist, Xobni, MrTweet
News stories, blog posts, Twitter Re-Tweets
Burrells Luce, CustomScoop, TweetReach
SEO Link ResearchWhoLinksToMe,
SEOMoz, Majestic SEO SEO RankingsHubspot, WebCEO,
rankradar, RockinSEO
AnalyticsGoogle Analytics,
Coremetrics, Webtrends
Sales ManagementSalesforce.com, Sugar
CRM, Microsoft Dynamics
Relationship Metrics
Influence Metrics- PageRank
Influence Metrics- Inbound Links
Influence Metrics- Unique Visitors
Influence Metrics- Technorati
Influence Metrics- Twitter Followers
Coverage Metrics
Coverage Metrics- Twitter
Coverage Metrics- Twitter
Coverage Metrics- Blog Comments
Coverage Metrics- Referrers
Coverage Metrics- Readers
Inbound Links
• Link quality– PageRank– Good keyword anchor text – Related/relevant content
Inbound Links
Rankings: Y=N(X)*F(X)• Y = Ranking• X = User’s search term• F = Off-page factors (70%)– Inbound links– Anchor text– Bounce rate(?)
• N = On-site factors (30%)– Text on page, keyword density, URL, domain name– Meta tags, H1, titles, HTML validation, img alt text– +190 other factors… page load speed, domain age,
page footprint growth, content freshness
Rankings: SERP Monitoring
Traffic
• Traffic volume determined by…– Number of keywords your site can be found by• Pages in the index
– Search popularity of your keywords– Click through rate on your listings in the SERPs
• Traffic quality– Tire kickers or buyers?– Conversion rate by source
10
8
6
4
2
Traffic By Search Ranking
Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/
What is BuzzStream?
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