Proving the value of your marketing efforts is absolutely essential, but that doesn’t mean that you want to spend hours and hours creating customized reports and searching for data points to show the ROI of your marketing efforts on a quarterly or monthly basis.
With 900 things on your to-do list, finding a ROI reporting template that helps you wrangle business metrics can be an easy way to save yourself some time and create a repeatable process so you can check this item off your list and get to the next thing.
Creating a clear and concise reporting template is essential, because the human brain can better translate data when it’s presented visually instead of in rows and columns on a spreadsheet. And when you’re presenting complex marketing metrics to bosses or clients, that’s even more important. Peter Caputa of Databox explains it like this:
“As soon as your audience sees a KPI spreadsheet, their brains must decide whether it is worth the cognitive energy. If you want them to stay engaged with your progress, you need to make it simpler for them to understand your achievements.”
As a long time "HubSpotter," I have been to my share of industry conferences. HubSpot has set the bar high for all things "inbound marketing" related, so venturing to a different marketing platform's conference was a departure for me.
#Converted16 was a digital marketing conference hosted by Minneapolis-based Leadpages on October 18-19. The singular focus of this two-day event was to bring like-minded marketers together focusing on hard-hitting strategies for driving increased traffic, leads, and sales — with much of the focus, as you can guess, around conversion tactics.
Leadpages invited 18 top industry conversion experts to share their secrets and inspire marketers to think differently. Unlike HubSpot's #Inbound16 conference coming up in Boston on November 8-11, there was only one track of speakers at all times. While this takes the challenge of speaker selection away, some speakers resonated with me more than others. Here is a re-cap of some of my favorites.
Whether you are a B2B or B2C marketer, a small or mid-sized company, in just about any industry today, you share the same marketing challenges; you want more traffic to your website and you're focused on converting more leads to customers. Yet, how do you accomplish this? How do you begin to take a complete stranger who has no idea your company exists, and turn them into a qualified lead and ultimately a delighted customer? By having a search optimized and responsive website for starters, coupled with a well thought out and strategic inbound marketing plan.
Inbound marketing, if you're not familiar with the term, means transforming how you do business. It's a shift in marketing all about being helpful and human and matching the way you market your products and services to the way your customers are buying.Read More
The inbound marketing methodology, at its core, is actually pretty simple and easy to understand. It consists of 5 main components: Attract visitors with content, socialize your materials to connect with more of your audience, convert viewers with compelling offers, close your leads to customers, and finally, analyze your results to understand your results. But understanding the core of the inbound methodology is only the first step. The second piece of the puzzle is understanding the tools you need to make it come to life. Having the right tools to help you along in the process can not only make your job a lot easier, but it can also help you connect all the pieces together in a way that makes it all much more streamlined. Here are our recommendations for 61 inbound marketing tools to help you get started.Read More
Posted in Inbound Marketing
It's the perfect storm.
Technology and economic forces have put customers in control of their interactions with businesses like never before. The economy has never been more digitally and globally connected. Some will go so far to say that marketing has changed more in the last two years than in the last fifty! And yet, marketers are not confident in their digital ability. Only 48% of digital marketers feel highly proficient in digital marketing. According to a Forrester Research 2015 study, only 5% of organizations feel that they have mastered digital or agile marketing to a point of differentiation from their competitors.
In a recent blog post, published by HubSpot, 17 different traditional advertising agencies weighed in on what they perceived some of the biggest threats facing this dynamic marketing landscape to be. What surprised me is that while agencies acknowledge the digital evolution, many are still burying their heads in the sand, hanging on to their ever shrinking retainers, without adapting to the need for dramatic change.Read More
Over the history of marketing, there has been little ability to actually test and measure the ROI of advertisements, campaigns, and engagement. Unless you had the budget of Coca Cola or Microsoft, it was almost impossible to know what traffic sources were driving new customers. Then came the internet and for a few years marketers and businesses failed to harness the power of data-driven analytics and that was okay. But it's now 2016, and there are still an alarming number of companies that have no idea what inbound marketing analytics they should be tracking.Read More
We often talk about the benefits of inbound marketing, but we also realize that implementing inbound marketing takes time and effort. In fact, our StoryTeller team has been out in the world doing lots of new client onboarding meetings lately — teaching new clients how to develop personas and identify stories that can attract new customers.
It's really energizing to be working with new businesses to help them make the most of their inbound marketing investments. While the concept of inbound marketing is pretty easy to grasp on the surface, there are several key steps in the process that many companies fail to complete.Read More
Posted in Inbound Marketing