When implementing an inbound marketing strategy, it is essential to be able to measure it. To do this, you have several marketing KPIs to follow to ensure the relevance of your system and thus make the necessary adjustments.
You will be able to analyze the different impacts of your actions to generate leads.
When it comes to inbound marketing, the ideal is to monitor KPIs according to the different phases of the customer journey, namely:
- The consideration,
Table of Contents
Marketing KPIs To Measure At Each Stage Of An Inbound Strategy
Marketing KPIs For Phase 1 Of Inbound: Discovery
During the discovery phase, marketing KPIs will make it possible to evaluate your company’s digital presence and visibility. You must capture the unknown Internet user to transform him into a visitor. For this, are 3 main marketing KPIs:
The Number Of Visits
This KPI corresponds to the number of people who visited your website. This data is analyzed by comparing it to previous years or months to monitor the evolution of your traffic.
The Source Of Traffic
Knowing where your visitors are coming from is essential to evaluate which traffic sources work best and which channels need improvement.
The Bounce Rate
This rate makes it possible to measure the number of visitors who arrive on the page and compare them with those who leave directly without consulting other site pages or interacting with the current page. You can thus measure the relevance of a page to a query.
KPIs For Phase 2 Of Inbound: Consideration
In an inbound marketing strategy, you must measure the degree of prospect engagement. The marketing KPIs in this phase will likely measuring the degree of interest and consideration possible. They are essential for tracking the transformation of visitors into leads. To do this, three marketing KPIs to follow:
Landing Page Conversion Rate
This KPI allows you to measure the number of leads obtained based on the number of visitors who arrive on a landing page. This is a perfect indicator to know if the page is working well or if it needs to review its design and content.
The Call To Action (CTA) Conversion Rate
This indicator allows you to measure how many visitors click on CTAs when visiting a page and thus know which CTAs are the most attractive and well-placed.
The Newsletter Subscription Rate
This KPI allows you to know how many people subscribe to your newsletter and thus evaluate the attractiveness of your registration form.
Marketing KPIs For Phase 3 Of Inbound: Conversion
The next phase consists of setting up marketing KPIs to identify your strategy’s impact and potential buyers’ confidence in their final choice. For this, two important KPIs:
The Email Opening Rate
This KPI calculates the number of emails opened compared to the number sent. It allows you to measure the performance of your email campaigns.
The Conversion Rate
It lets you know the number of leads generated and the number of visitors obtained. A prospect is considered a lead when they are interested in your business. You can thus measure the profitability of your inbound marketing actions.
KPIs For Phase 4 Of Inbound: Loyalty
In this phase, you must evaluate your customers’ degree of loyalty. It would help if you put KPIs that allow you to highlight your ability to retain your customers and transform them into ambassadors. Here are two KPIs to measure satisfaction:
The Newsletter Unsubscription Rate
This KPI allows you to retarget your content and correctly rework your email subjects to make your newsletter more attractive.
Net Promoter Score (NPS)
It makes it possible to measure long-term satisfaction as well as loyalty. You can thus predict your consumer’s behaviour and highlight their attachment to your product or brand.
Marketing KPIs To Define Your Acquisition Costs
Finally, very importantly, you must measure the effectiveness of your inbound marketing actions in terms of cost and thus check your profitability to adjust your strategy. To do this, two key indicators to follow:
Customer Lifetime Value
It allows you to estimate the profit generated by a consumer during their purchasing cycle. You can then set the upper limit of the acceptable acquisition cost to build viable and profitable acquisition and retention strategies.
Cost Per Lead
With this KPI, you measure the effectiveness of a marketing campaign. It allows you to make better decisions about allocating your marketing budget according to the different acquisition channels.
The Best Tools To Use To Measure Your Marketing KPIs
Now that we have defined the essential marketing KPIs for your inbound marketing strategy, it is important to know which tool to use to monitor and analyze them. For this, we offer you two tools: Hubspot and Google Analytics.
Hubspot, The Complete Tool
Hubspot is a CRM platform that allows, among other things, to carry out inbound marketing campaigns and provides a downloadable KPI dashboard in different formats. This interface includes different graphics and Dashboards that allow companies to gain visibility and ensure the success of their digital marketing actions.
With Hubspot, you can create automated and 100% customizable reports and thus monitor key performance indicators to evaluate and improve the effectiveness of your strategies.
Depending on the other features chosen, you can access this feature for free or from €41/month.