Marketing and analysis go hand in hand like ying and yang, or peanut butter and jelly. Every step of your inbound process needs to be documented and analyzed to inform your next steps as a marketer. Otherwise, there's no way to know what works and what concretely doesn't work. Reporting the success metrics with things like email and content offers are clear; check who opened it, how many converted, etc. The metrics to determine the ROI and success of video marketing might not be as cut and dry, especially if you're new to using video in your business strategy.
You’re not an expert at everything, but your Mom was, right? Okay, as adults we now know she probably wasn't right about EVERYTHING, but when she told you to, "give credit where credit is due," she was spot-on. The same goes when citing sources in your inbound marketing content. Using someone else’s words or swiping information from their page without properly citing that source is a huge internet no-no. Google doesn’t like it (duplicate content won’t rank higher than the source it was originally published on) and, frankly, it’s just bad form. So, feel free to take advantage of the wealth of knowledge available on the internet, just be sure you are properly citing any sources you use.
Do you remember writing reports in school? Usually you had to adhere to strict MLA or APA format while citing the sources for any academic paper - the bane of students everywhere. Now, you’re writing a business blog where citations fall into a huge “gray area.” That’s right, the fear of plagiarism still looms over you as an adult!
When it comes to marketing of any kind, be it traditional mailers and cold calls or inbound marketing, you must know your target audience to be effective. The steps to understanding your target market audience are typically taken during the planning phase of your business. When you are designing your product of service, one of the many questions you ask yourself is, “Who is this going to appeal to?” or “Who do I want to appeal to the most?”
If you are planning to redesign your website or want to increase page rank, you should use an SEO analytics tool to see where your site suffers. Analytic tools help you find holes in your social media, improve your on-page SEO and see how competitors stack up.
We hear it all the time, “No one cares about reading content for our business, it’s way too hard for people to understand.” How do we respond? “You’re wrong. You have an opportunity you don’t even know about yet.” The fact is that many of the more complex (or also referred to as, “boring”) companies find it challenging to increase website visitors and improve their conversion rates because they’re using more traditional forms of marketing. They use these methods because they simply don’t know any other way to get their name or message out. They might want to take advantage of inbound marketing, but they don’t know where to begin.
If you are new to the content analysis world, then you know how difficult it can be to keep up with it when you have no idea what you are doing. Many businesses struggle with their content and look for ways to take it to the next level.
Setting goals is the first step in turning the invisible into the visible. -Tony Robbins To succeed at anything, we need to know where we are starting from. That's why our marketing efforts have to start with a baseline measurement of our current performance. But just as important as setting that foundational measurement is setting goals that we can look and work towards. Without something to aim for, our marketing will become disorganized at best, frantic at worst. Knowing where we're going is the first step to figuring out how to get there, which is why setting marketing objectives is an essential part of your inbound strategy development.