Whether you are new to inbound marketing or are already at an advanced stage, there are many indicators that allow you today to assess the performance of your actions online. However, what are the main KPIs – Key Performance Indicators – to follow in a b2b inbound marketing strategy? Why define KPIs and how to interpret the results? Today we are answering all these questions. Why define KPIs in your inbound marketing strategy? Analyze the impact of your inbound marketing actions thanks to KPIsAs part of your inbound marketing strategy, you have implemented and continue to deploy actions to generate more qualified leads: optimization of your website, France Phone Number List creation of articles for your target buyers, creation of new landings pages… How do you know if what you have put in place is effective, or on the contrary if your strategy needs to be reviewed? When you get into inbound marketing, you owe it to yourself to set yourself SMART objectives – Specific, Measurable, Achievable, Realistic, and time-bound – and regularly monitor the KPIs associated with them. These objectives and KPIs are to evolve over time and according to your level of maturity in inbound marketing. If the traffic and the number of leads generated are good indicators to start , you can then follow more specific KPIs by monitoring, for example, the different conversion rates of the internal pages of your site.

The interest is to allow you to continuously analyze the relevance of your actions, to be able to adapt yourself accordingly. It is not necessary to follow dozens of KPIs as soon as you set up your first inbound marketing actions, a few are enough to get started. Testing and agility should be your new guideline, because the purpose of KPIs in Inbound Marketing is to allow you to identify the best performing actions with your target. What tools to use to measure and analyze your inbound marketing KPIs? For optimal monitoring of your KPIs, we recommend that you be rigorous, regular and centralize all the information collected on the same medium. To get started, you can track your conversions via Google Analytics and use Excel as a reporting tool where all your data will be centralized. You will thus have a global view of the items analyzed and the evolution of performance, both positive and negative. You can therefore adapt your strategy according to the needs that emerge from the figures. You can then set up a marketing automation tool .

In this way, you will have a space gathering all the results relating to your inbound marketing actions. Connected to your site, the marketing automation tool centralizes all the data relating to visits and behavior on your site, for each content offered. This is a great way to measure your long-term performance by keeping a history of your results. The different types of inbound marketing KPIs by type Visibility, traffic and conversion KPIs SEO positioning on your main keywords Any business, B2B or B2C, aims to position its site among the first Google search results on the most strategic queries for its activity. For this it is essential to include SEO in your inbound marketing strategy . In terms of KPIs, it is interesting to monitor your positioning on your main keywords. With keyword tracking tools like Google Analytics, Search Console, Monitorank, Ahref, etc. you will be able to determine the relevance of the keywords used, compare your results to those of your competitors and thus improve your SEO positioning.

The number of visits If there is one piece of data to follow when you start inbound marketing, it is the number of people who visit your site and who access the various content you offer. In addition to measuring the evolution of the overall traffic to your site, it is interesting to follow the detail of visits by page and article. Whether it is to optimize the SEO of a page lacking visibility, or to integrate new conversion levers on a highly visited page, the analysis of your traffic is a mine of information to adapt your content that your target is looking for. Sources of traffic Organic (SEO), paid (SEA) research, publication on social networks, emailing…: it is always useful to know how visitors arrived on your site. The possibilities being multiple, you have every interest in knowing which acquisition channel works best in relation to your target, in order to capitalize even more on it. Duration of visit It is interesting to know how long your visitors stay on your site. If a large number of people stay for very little time (less than a minute or so), this means that the page he / she is viewing does not meet their expectations: content not relevant enough, design not attractive, lack of Calls to Actions… Keep an eye on this data and take corrective measures in case of too short visits. The bounce rate The bounce rate represents the percentage of people who visited a page and left the site immediately after.

This data can be useful for identifying pages with low added value. However, this data must be moderated: if a page is very complete, lists all the information that may interest the visitor, it is therefore logical that he leaves the site after having browsed the page. This metric can therefore be associated with that of the visit duration: if a page has a high bounce rate and a high visit duration, nothing to worry about. For example, the average bounce rate of a content site is between 40 and 60%, a landing page between 70 and 90% and a sales site between 20 and 40%. The conversion rate (s) Calculating conversion rates on your site is a good way to measure the relevance and quality of the content you offer. It is all the more relevant to closely monitor the conversion rates of your landing pages and your Call to Actions , the main objective of which is the conversion of suspects into leads or even leads into prospects.

If a CTA doesn’t look appealing and has a low click-through rate, experiment with changing the design, wording, and placement on your page. The number of leads generated Beyond traffic, the purpose of an inbound marketing strategy remains the generation of (qualified) leads. A lead is no longer a simple visitor to your site, but a person who has shown some form of interest, by filling out a form or subscribing to a newsletter. It is important to measure not only the evolution of the number of leads generated, but also their origin. Depending on their degree of maturity, you will also be interested in the concepts of MQL (Marketing Qualified Lead) or SQL (Sales Qualified Lead) . KPIs relating to emailing The open rate In B2B, it is estimated that an open rate is satisfactory around 20-25%. It is recommended to closely monitor this indicator, in particular to know what type of email subject is working well or which sender to enter in your emailings. Be careful, however, depending on the type of content sent, the open rate may vary greatly. An appointment confirmation email, for example, will have a much better chance of being opened than a marketing email: you must therefore keep this notion in mind when analyzing the results of an emailing campaign.

The click-through rate The click-through rate is the number of people who clicked on a link – Call-to-Action inside the email for example – compared to the total number of people who received the email. In B2B, the average click rate is 3.5%. This data makes it possible to identify whether the content sent is of interest to the recipients. A low click-through rate can be explained by irrelevant content, poorly targeted recipients, or poorly positioned links and Call to Actions inside the email. The unsubscribe rate This fact can be painful to note, but is capital and in direct link with the previous point. It is indeed required by law to integrate an unsubscribe link in any of your emails in order to leave your recipients free to continue to receive your content or not. It is therefore important to follow this metric because a large number of unsubscribes can mean that your content is not relevant to your recipients or that it is necessary to reduce your frequency of sending emails.

Define Key Performance Indicators for social networks The size of the community This is a simple and relevant element to follow because it is representative of the interest shown in your brand. Indeed, the more your number of subscribers grows over time, the more your content is of interest. On the contrary, if you see a decrease in the number of your community, it means that you should revisit the content shared on your account, which does not meet expectations. The larger your community, the more potential prospects you gather to whom you demonstrate your expertise on a daily basis. Your presence on professional social networks is therefore perfectly in line with a logic of traffic generation and a search for qualified leads. It is therefore very interesting to grow your community with a view to social selling, especially if you involve your salespeople in this process.

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