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Course Details
101
Goals & Research
102
Plan & Create
103
Create & Optimize
104
Promote
105
Analyze
106
Recap
Alan PerlmanAlan Perlman
@AlanPerlman
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AGENDA
Analyze keyword data
Measuring email performance
Measuring blog performance
Class Homework & Questions
4 Measuring traffic sources
Use the data to help with next month’s marketing
plan
1MEASURING
BLOG PERFORMANCE
What to analyze…
Number of article views
Blog subscription growth
Most viewed articles
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3Inbound links4
Analyze > Blog Analytics
Analyze > Blog Analytics
Analyze > Blog Analytics
Questions to answer
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Look for trends in blog content. Do I see a trend in more popular topics?
Blog subscribers going up?
Are last month’s articles driving enough traffic to help me meet my goal?
Next month’s plan
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Popularity – Consider writing content with a similar theme or topic of popular articles next month.
Subscribers– Going up? If no, consider extra promotion of calls to action to subscribe to the blog next month.
Article Performance – Did these articles contribute enough to your goal? If no, consider extra promotion in social media, email, and thank you pages next month.
2ANALYZE
KEYWORD DATA
What to analyze…
Changes in rank over time
Visits for your keywords
Total visits for the campaign
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Keyword rank
Keyword rank over time
Ranking takes time & lots of content
Visits for keywords last 30 days
Total visits for the campaign last 30
Questions to answer
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Have your keywords generated visits?
Is your campaign generating visits?
Keyword ranking increasing?
Next month’s plan
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Visits – “Re-Promote” the blog article(s) next month.
Campaign performance – Continue to track over time. Should be improving
Ranking – Consider less difficult long-tail keywords for next month. Write another blog article next month.
Great results take time
3MEASURING
EMAILPERFORMANCE
What to analyze…
Click-through rate
Unsubscribes
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Click-through rate (CTR)
Unsubscribes
Questions to answer
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2 Are my unsubscribes high?
Is my click through rate low?
Next month’s plan
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Unsubscribes high? Better segmentation, content targeting, relevancy
No visits? More links in email, link in first sentence of emails
Low click-through rate? List – segment more. Email - Add more links, bold links, better subject lines
4MEASURING
TRAFFIC SOURCES
SOURCES OVERALL TREND1
Overall Traffic Trend
ORGANIC TRAFFIC2
Organic Traffic
Keywords
Next Month’s Plan
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2Getting found for target keywords?If no, analyze how the articles were wrote and optimized
Organic traffic increasing month over month? If no, promote blog articles, write more articles, optimize more website pages
SOCIAL MEDIA3
Social Media Traffic
Social Media Sources
Next Month’s Plan
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2What sources are giving you the best results? Consider extra focus on these channels.
Increasing traffic from social media sources? If no, consider increasing the promotion frequency. You may also need more fans/ followers.
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Email Traffic
Make Smarter
Decisions
Class Homework
123
45
Analyze keyword data
Measure email statistics
Measure traffic sources & trends
Add activities to your Marketing Plan
Measure blog performance
Add to your marketing plan
Apply what you learned next month!
11Recap Session 206
Wed 8/22
Review your
marketing plan
1PM EST
http://academy.hubspot.com/traffic-august-12/
Where to find resources & recordings?
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Watch class recordings
Download slides & resources
http://learning.hubspot.com/traffic-august-12
THANK YOU.
