Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Everyone in business knows this cliche: if you’re not growing, you’re dying. And though we might hate to admit it, sometimes, cliches have some truth to them. In today’s competitive market, if you’re trying to grow your business, not let it die, you need to use all possible tools and strategies to your advantage. One of these tools is growth-driven website design. 

Yes, even your website design needs to be oriented toward growth if you want to grow your business and have an advantage over your competitors. Click To Tweet And while you might know what your competitive advantages in your industry are on the business side, translating that to a web design that grows your business can seem confusing, daunting, and like a bunch of jargon. But it’s not. It’s a real way to grow your business and one that you need to pay attention to.

What is Growth-Driven Website Design?

The goal of growth-driven website design to help your company grow. It achieves this through beautiful, functional design that is user-friendly and mobile-responsive, as well as through strategies for increasing calls, conversions, and leads. 

Growth-driven website design incorporates various strategies for enabling visitors to get the information that they need, get in contact with your business, and convert to leads. It does this with simple design and logical placement of information and buttons, as well as easy ways to get in touch, like a call button or a live chat. 

It also focuses on a smarter approach to launching a site than the long lead times of traditional web design. Growth-driven design gets your site launched quickly, so you can start seeing results sooner. Plus, growth-driven design is heavily data-based, using data to drive decision making and optimize results.

How is Growth-Driven Website Design Different?

When most websites are designed, the designers aren’t necessarily thinking about business growth. Instead, they’re thinking about user experience, mobile responsiveness, aesthetics, function, and layout. All of those are crucial aspects to a successful website and improving user-friendliness and the appearance of your site can help you convert more leads. But growth of the business isn’t a design goal in traditional web design. If growth happens, it happens incidentally.

A growth-driven website design is different from a traditional website design because it is focused on enabling growth. Click To Tweet A traditionally designed website says “this is who we are and this is what we do” about your company; a growth-driven website design says all that, plus “this is what we want you to do”—which is to call, chat, or convert.

Another way that’s different from a traditional website design: you know whether it’s working. Growth-driven design uses data to determine growth and to track progress toward growth goals. These metrics can help you to determine the ROI of your web design, as well as optimize your design for the most conversions, leads, and growth.

Why Should You Care?

Very few business owners are going to say that they don’t want to grow their businesses, and those who do aren’t concerned with website design. But for the majority of businesses out there, growth is a constant and ever-elusive goal.  

You want leads, right? You want new customers and to make more sales? Well, if your website isn’t helping you get those leads, you’re relying solely on your sales and marketing team… which you can’t expand until you have a bigger budget… which you need to make more money to have… See where this is going?

You already have a website. (If you don’t, just, wow.) Orienting your website toward business growth is going to drive leads, conversions, and calls, which is going to lead to more sales, more profits, and business growth. Why wouldn’t you use all the tools at your disposal?

How Do You Get a Growth-Driven Website Design?

Don’t just ask your IT guy to build you a growth-driven website. He’s not going to know what that means, and there are a lot of other reasons why you shouldn’t ask someone in-house to hard-code a unique website for you. 

A run-of-the-mill website design company isn’t going to cut it, either. Why? Because they aren’t going to know the best practices for driving business growth, even if they are skilled at designing beautiful and functional websites.

If you want growth-driven web design, you’re going to need to partner with a full-service growth agency. A growth agency helps grow a business, in all aspects, from sales enablement to inbound and outbound marketing to CRM support to website design. Growth agencies have the tools and experience to know exactly how to help companies grow, and how to leverage web design toward that goal. 

How Do You Find a Growth Agency?

First, look for a full-service marketing agency that calls itself a growth agency. If an agency isn’t promoting itself as a growth agency, it’s probably because that’s not their focus. Here are some other qualities to look for in a growth agency who can give you a high-quality, growth-driven website design:

  • They have a proven strategy—proven how? Through testimonials, references, and case studies of how they’ve helped their clients grow their businesses.
  • They care about metrics—metrics are how you know what’s working… and what’s not. A growth agency should care about metrics, understand how to read them, and be able to provide you with real, specific, relevant goals based on data.
  • They know your industry—a growth agency should have an understanding of what growth looks like in your industry. The B2B space isn’t the same as the B2C space, and the needs of an industrial manufacturer are going to be different than those of a residential developer.   
  • They’re a HubSpot PartnerHubSpot is a leader in the digital marketing and CRM software space, and they’re pioneering growth-driven website design. A growth agency that partners with HubSpot is going to have access to industry best practices and innovative technologies that support growth-driven design.

Never heard of web design that can drive business growth? Let us show you what it looks like, and why you need it. 

New call-to-action
New call-to-action

Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

Getting Started with HubSpot Series: What Does HubSpot Onboarding Look Like?

*Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

These days, it seems like everyone is talking about HubSpot. If your business is interested in making the switch to inbound marketing, and is looking for new ways to streamline marketing and sales efforts to promote overall growth, you might be looking at the HubSpot platform to help you do it. 

But how to get started?

At this point, you already know what HubSpot is, and what — for the most part — it does. (If not, check out our Plain English Guide to HubSpot’s Software. That should help you understand the platform’s basics.)

The harder question is: how can you get your entire team set up on this software, and how can you get them to buy into actually using it every day?

Meet Brooke, our HubSpot Project Manager! She’s our HubSpot Onboarding expert, and we’re relying on her expertise to inform this post.

We call that process onboarding, and we’ve helped walk plenty of clients through exactly those challenges. As a HubSpot Gold Partner Agency and a HubSpot Certified Trainer, those are questions we’re qualified to answer. 

In fact, we’ve talked to our HubSpot Project Manager, Brooke, who does the actual work of onboarding our clients onto the HubSpot platform, to tell us all about the HubSpot onboarding process.

Here’s what you can expect:

What Does the HubSpot Onboarding Process Look Like?

Before we get too far into this, it’s good to know that every agency works a little differently. We’re going to tell you how we onboard our clients, and what that process typically looks like for them. It should be similar to most other HubSpot Partner Agencies’ onboarding process, but it might not be exactly the same. 

With that in mind, let’s go.

No matter which HubSpot service you’re looking for (their CRM, their Marketing Hub, Sales Hub, or Customer Service Hub), the onboarding process is much the same. 

HubSpot Project Manager, Brooke, mentions, “the toughest part of onboarding is that people tend to get nervous about the change.”

And that makes sense. If your company’s been working one way for years, it’s tough to imagine doing business another way. But, if you’re committed to switching over to HubSpot, it’s worth it to put the work in now. 

Plus, if you’re working with a HubSpot Certified Trainer, you’re going to have all the help you and your team need to make the move. 

Here at Evenbound, the HubSpot onboarding process starts with a kickoff call.

Kickoff Call

Once you’ve decided that HubSpot is right for you, and you’d like to use some or all of their tools, we arrange a kickoff call. Here at Evenbound, you’ll talk to Brooke during your kickoff call. She’ll ask you questions about what your goals are for the platform, what your sales process looks like, and more. 

During this call or face-to-face meeting, we’re looking to get an idea of what HubSpot tools will be most helpful to your team. We’re also going to help you set up your portal, and import in all of your existing contacts, so we want to know:

  • What are your goals?
      • This includes your sales goals
      • Marketing goals
      • Overall goals for the HubSpot platform — what do you hope it will help you do
  • What is your process?
    • Take us through your sales process. What happens after you identify a lead? Do you send them information, visit their site, just send a quote, or more?
    • Do you have a marketing process? If so, what does it look like?
      • If you don’t have a marketing process, that’s okay too. We’re always happy to work with you to develop one, or we can work as your own bolt-on marketing team. 
    • Do your marketing and sales teams work together at any part of this process? Where are some touchpoints that might be beneficial to have your sales and marketing teams communicate?

While this might seem like a lot of questions, your answers give us the information we need to more effectively set up your HubSpot account in a way that will actually be useful to your company. We take all of the information gathered in this meeting, and we move onto the next step of the onboarding process.

Technical Setup (We Handle This Part)

After your initial kickoff call, Brooke, or one of our other HubSpot specialists, will get you all set up in the HubSpot platform. This part of the process can take about two weeks.

During this phase, Brooke handles all of the technical aspects of onboarding your company onto the HubSpot Platform. She’ll do everything from making sure your website pages are tracking in HubSpot to linking your social media accounts, blogs, and entire teams’ email accounts with your new HubSpot portal. Most importantly, Brooke will import all of your contacts into the platform. She’ll organize each of those contacts based on what she’s learned in your kickoff call. 

HubSpot allows for custom contact fields. That means, if your sales team addresses leads in one industry differently than leads in another industry, Brooke will make sure each contact in HubSpot says what industry they work in. She can also include additional custom fields like:

  1. Quote number
  2. Job title
  3. Project scope
  4. And more

This information helps her categorize all of your contacts into segmented lists based on their industry, their potential value to your company, and more. This way, you can easily and efficiently provide relevant marketing and sales content to every potential lead that comes in. It’s also the first step to automating some of your more repetitive marketing and sales tasks.

Integrate Your Existing CRM

Many of our clients who sign up for HubSpot marketing or sales tools are already using another CRM. That’s totally cool.

The HubSpot platform is compatible with almost every major CRM out there, including Salesforce. Click To TweetIf your team is used to working one way, we don’t want to take that away from you. Instead, we integrate your existing CRM with the HubSpot tools, so the only thing that’s changing is the number of tools you have access to. 

Your team will still be able to enter in and track leads as they have with their previous CRM, they’ll just have the added benefit of these new HubSpot Marketing and Sales tools. 

What If I Don’t Have a CRM?

That’s totally fine, too. If you don’t have an existing CRM, we’ll still upload all of your existing contacts into the HubSpot platform, and we’ll organize them for you using HubSpot’s CRM (which is free). Still not sure about all of that? 

Here’s what Brooke says to clients who don’t have a CRM:

“Think about if you were going to a conference. You meet tons of people and collect their business cards, but then what? Your CRM is a way to organize those people. You can make sure you have their names, their job titles, contact information, and you can put in notes to remind yourself about what you talked about at the conference, what they’re interested in, and more.”

The HubSpot CRM, as a whole, offers a simple way to organize all of your customers and contacts. From there, it’s easy to build and sustain the best possible relationship with each of them using tools offered by the HubSpot Marketing and Sales Hubs. 

Once your contacts are imported and organized in the CRM, Brooke will also help you to define a sales process that makes sense for your team, too. We’re always looking to help our clients do business better. If there’s a tool or process your team is missing that we think you might be able to benefit from, we’ll let you know. 

How Much Work Will This Be for My Team?

One of the most common questions we get about the HubSpot onboarding process is “how much work will my team need to do to make this happen?”

The truth is, your team is going to have to do some work. That said, they won’t be alone, and to be honest, our team will help do most of the heavy lifting as your team figures out how the platform works. 

Brooke typically handles the lion’s share of moving your information over to HubSpot. She will:

  • Input your contacts
  • Customize lists of contacts
  • Help create reports until your team knows how to do it themselves
  • Teach every team member, step-by-step, how to use all of HubSpot’s relevant tools
  • Continue meeting with your team on a monthly basis to analyze your current efforts, and optimize them for future goals
  • Complete any necessary ongoing training as new tools and features are released to HubSpot

As for your team? Brooke reminds us of a commonly understood learning statistic:

Brooke’s suggestion? 

“I usually recommend that team members just start using HubSpot for 5 minutes a day. Even just inputting contacts, and making sure you’re assigning the right qualities to each contact helps you remember everything that you’ve learned.”

5 minutes a day doesn’t sound too bad! On the whole, it’s a pretty small time investment, and once your team gets the hang of HubSpot, they’ll be so glad they used those 5 minutes. 

The Benefits of Partnering With A HubSpot Partner Agency

When you partner with Evenbound to onboard your team onto the HubSpot platform, you really don’t have to worry that your team won’t understand the tool, or won’t end up using it. 

We approach onboarding with a “walk/run” perspective. 

First, we’ll teach you what you need to know, and we encourage your team to learn at their own pace (walking). 

Once they start to get the hang of the tools, though, all of our clients pick HubSpot up pretty quickly (running). 

The bottom line is, the tools that HubSpot provides are seriously useful, and they really do work to support the great work that your sales team is already doing. With HubSpot’s tools and metrics, and your sales team’s excellent effort, you’ll start to see some serious growth success in no time. 

And best of all, if you’re working with a HubSpot Agency Partner, you’ll have a Certified Trainer like Brooke to help walk you through the entire process. 

Interested in taking the HubSpot plunge? Evenbound is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about the sales and marketing tools HubSpot offers, and we’ve helped them use those tools to legitimately grow their company. 

If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot. 

New call-to-action
New call-to-action

PSA: Free HubSpot CRM Now Includes Email + Ad Management Tools

PSA: Free HubSpot CRM Now Includes Email + Ad Management Tools

PSA: Free HubSpot CRM Now Includes Email + Ad Management Tools

We’ve got big news to share here in the inbound marketing community:

HubSpot has just announced that they are now expanding their free CRM to include email marketing tools and expanded ad management tools.  

Wait, one more time?

  • HubSpot CRM = Free
  • 2,000 emails/month + post-send analytics = Free
  • $1,000 of managed ads on Facebook, Linkedin, and Google = Free

What Does This Mean For You?

Well, if you were on the fence about the HubSpot platform (learn more about HubSpot’s software here), it means you get to try a whole host of some of their very best inbound marketing tools for free. 

It also means that if you’ve been using four or five platforms to manage your email, your ad campaigns, and your contacts, you now have one, free solution to handle them all. 

For small to mid-size businesses, this is a huge deal. 

Constantly navigating between MailChimp, Salesforce, and whatever other tools you’ve been using to keep costs low, still costs you time. Your team has to log in to many different platforms, and they have to reconcile information from one platform to the next, which is frustrating, and can hog up precious work hours. 

With these new extensions to the HubSpot CRM, you get some of the most important tools to grow your business, all in one platform, and all for free. 

What’s the Catch?

Obviously, HubSpot is hoping that when you see how great their tools are, you might be interested to upgrade as your company grows. But, there’s no pressure to do so, especially if your company is small and just not quite ready to upgrade. 

The HubSpot CRM is always offered for free, for the lifetime of your subscription. There’s no free trial or expiration date on the CRM or any of the tools that HubSpot offers for free along with it. 

Okay, So How Does it Work?

Whether you have the HubSpot CRM already or not, you’re probably wondering about the specifics of these new tools. So, what exactly do you get with their new email marketing and ad management tools?

 

Email Marketing

HubSpot has long been known for its intuitive email marketing platform. In the email editor, you can easily make edits right in the email template, changing text, adding images, buttons, and CTAs. 

It also gives you the opportunity to preview your email on a variety of different devices, and lets you send unlimited test emails to yourself and your team before you’re really ready to schedule out the post. 

There are a ton of features to take advantage of just in the email editor, from their handy optimization guide to their A/B testing tool. But what’s really key about this new, free offering from HubSpot is the post-send analytics. 

Now, once you send an email, you can see who opened it, how many people clicked through to your website, and much, much more. These metrics are what make this free tool such a boon to companies starting to grow. 

With the email editor and post-send analytics, you can easily see which messages are resonating with your audience, and which aren’t quite hitting the mark, yet. You can also see which contacts continue to engage with your content as the move further down the buyer’s journey, closer to a sale. 

Best of all, every contact’s interactions with your emails are saved in the CRM, on the same platform. There’s no jumping back and forth between your email manager and your contact list; everything you need to know about every contact, whether it’s related to email or an ad they clicked on is saved and logged in the CRM for you, and updated in real-time.

 

Ad Management

In the past, the free HubSpot CRM has only included support for Facebook lead ads. With this new upgrade, the CRM comes free with ad management and tracking tools for up to $1,000 per month of ad spend across Facebook, Google, and Linkedin. Users are able to connect a maximum of two accounts, so you can measure performance across platforms to see which channel is best for your message. 

Like email marketing, connecting your ad accounts to your CRM helps you better understand your consumers. These new tools allow you to see exactly which contacts are interacting with your ads, and offer performance metrics to let you know which ads are bringing in the most qualified leads. Click To Tweet

What’s the Bottom Line?

The bottom-line benefit of these new additions to the free HubSpot CRM is that you can have all data from your email and ad campaigns filter through one central system. This allows you to track the long-term performance of your ads and email marketing campaigns, showing you the concrete ROI you’re seeing from both efforts, right from your CRM. 

The HubSpot CRM is helping eliminate the hassle that comes with using multiple tools from multiple providers. 

They’re offering a full suite of seriously powerful marketing tools plus a CRM that helps you track the results of your efforts in real-time, and makes it easy to reach out to those contacts who are responding best to your marketing campaigns. 

In the end, the HubSpot CRM, with these new free email marketing and ad management tools, are great for any company who is looking to expand their marketing and growth capabilities but doesn’t yet have the trust or the budget to go all-in on an expensive platform. 

This expansion of the HubSpot CRM is big news for us in the inbound and growth marketing community, and for any small businesses out there who are working hard to get ahead. If you’re interested in learning more about HubSpot’s free tools, please don’t hesitate to get in touch. 

As a HubSpot Gold Agency Partner, we live and breathe this software, and would be happy to help answer any questions you might have or help smooth out any growing pains as your team transitions over to HubSpot’s tools. Just let us know how we can help

New call-to-action
New call-to-action

10 Inbound Marketing KPIs You Should Be Tracking

10 Inbound Marketing KPIs You Should Be Tracking

10 Inbound Marketing KPIs You Should Be Tracking

Even if you don’t know what the term inbound marketing KPIs means, you probably already know what they are. 

What is an Inbound Marketing KPI?

Here in the inbound marketing world, KPI is short for Key Performance Indicators. You might just know them as metrics.

Tomato, tomahto.

It doesn’t really matter what you call them, so long as you use them. 

Inbound marketing KPIs, or metrics, provide your best estimate of success. They tell you how well your marketing efforts are working and what results they’re producing. They can also tell you where your marketing strategy could use work. 

While there are dozens of KPIs to measure depending on what your marketing, sales, and growth goals are, here are 10 top inbound marketing KPIs that every team should be keeping track of:

New call-to-action

01. Qualified Leads

You want leads. Who doesn’t?

But, not all leads are created equal. There are leads you’re actually interested in — leads who are a great fit for your product or service. And there are leads you’re not interested in — leads who aren’t a good price fit, don’t really need your product, or who aren’t ready to buy. 

The qualified leads KPI tells you exactly how many qualified leads you’re getting. Sounds basic, but qualified leads vs. plain ol’ leads is key.  

Even if your campaign is seeing a relatively low number of leads, but all of those leads are highly qualified and likely to close, then you know you’re doing something right.

That’s a much better sign of an effective campaign than one that delivers a ton of leads who never convert into prospects or sales. 

02. Organic Traffic

Inbound marketing is built (loosely) on an “if you build it, they will come” mindset. At its core, the inbound marketing methodology believes that if you are putting out the right, helpful content that speaks to your target audience and that is optimized for the way your consumers search, then you will draw in the right leads. 

Organic traffic is one of the best inbound marketing KPIs to measure your website’s success in drawing in the right people

The organic traffic KPI is an oldie, but a goodie. It’s been around for a while because it’s relatively easy to track, it’s straightforward, and it can tell you a lot. The higher your organic traffic rate, the more your content is resonating with the right people. When you have a high organic traffic number, you know that your content marketing strategy is working to 1) place you ahead of the competition in search rankings, and 2) speak to your ideal audience. 

And when you’re drawing in big numbers of organic traffic, it means you’re getting a whole bunch of leads without paying for them. Major win.

03. Social Media Traffic

Social media traffic is also a great inbound marketing KPI to watch because it can help you figure out which platforms are best to focus your efforts on. 

These days, there are tons of social media platforms. They’re all great for engaging new potential clients and keeping your existing clients in your inbound marketing flywheel. But, not every social media channel works for every company or industry. 

By monitoring the traffic coming to your website from social media, you can determine:

  • Which channels are driving the most traffic and the most leads to your site
  • How many conversions you’re seeing through social media channels
  • How much website traffic is coming to your website from social media

This inbound marketing KPI helps you determine which channels are delivering the most qualified visitors who stick around and tend to read your content or convert into leads. And when you know that Facebook is the one delivering you 15 new leads every month, while Pinterest has delivered none, you can invest more money in your Facebook strategy, and forget about Pinterest for now. That’s marketing optimization at its finest. 

04. Time-on-Site

If inbound marketing is your focus, the time-on-site KPI is an important one to keep track of. Again, the point of inbound marketing is to teach and engage new potential clients and qualified leads with content that solves their pain points and answers their questions.

The time-on-site KPI tells you how much engagement your content is getting. 

If you have a long average time-on-site, then your visitors are browsing around. They’re reading your content and navigating deeper into your website.

 A short time-on-site is a good indication that it’s time to change something up. Consider adding a different image or a different content offer on your front page. Change up your calls-to-action and make sure you’re really working to answer the questions your ideal buyer is asking the most. 

05. Time-on-Page

Time-on-page is just as important as time-on-site. Though it might sound obvious, the time-on-page metric measures how long a site visitor spends on a particular page of your website. 

This is an especially useful metric if you’ve been working to incorporate pillar pages, or are working on developing longer-form content. 

It’s not easy to get readers in the digital age to stick around for long, so when you start to see pages with lengthy time-on-page metrics, you’ll know your content marketing strategy is working. 

06. Bounce Rate

On the opposite side of the time-on-page coin, you have bounce rate. As an inbound marketing KPI, bounce rate means what percentage of people make it to a page on your site and bounce right off, or navigate away immediately. 

The bounce rate metric is useful for everything from a web design standpoint to understanding if your landing pages are working properly. 

If you have a high bounce rate, your visitors probably aren’t resonating with the particular page they’re being sent to. 

Are they bouncing off of a landing page? Consider taking out some of the required fields on your form. Maybe tighten up the content a little, and take away the navigation bar. 

High bounce rate on a piece of content? Your hook might not be strong enough, or your content might not seem like it’s offering enough information. Add in an exciting first paragraph, make sure you have plenty of eye-grabbing, but informational headers, and check to make sure that your content is actually saying something. 

High bounce rate on your home page? Maybe you’re not being clear enough about what you do. Consider changing up your headers, adding in new visual elements like images or video, and see if that KPI starts to improve. 

07. Conversion Rate

Conversion rate is one of those KPIs you hear about all. the. time. 

That’s because it can tell you quite a lot about your inbound marketing strategy. 

Like bounce rate, conversion rate is used in a variety of contexts. It can be used when talking about a landing page, about an ad, or even about how many site visitors convert into leads. 

That could be downloading a content offer, clicking over to your site from an ad, or even closing on a sale. 

No matter what version of the conversion rate metric we’re talking about, it’s always important to track, because it tells you how effective your campaign is. 

If your weekly newsletter has a high number of content offer conversions, for example, that shows that you’re doing a great job of nurturing those email subscribers closer to a sale. 

If your landing page has a low conversion rate, that might be a sign that what you’re offering isn’t attractive enough, or that you’re asking too much in return for what you’re offering. 

Conversion rates are always important to follow because they tell you more than just how many people are seeing an ad or a page or a content offer. They tell you how many people are actually interacting with that item. And engaged visitors are leads

08. Customer Acquisition Cost

Your customer acquisition cost KPI is a measurement of how much it actually costs your company to acquire a new customer. For most companies, it’s more expensive to pick up a new client than it is to retain an old one. But your customer acquisition cost (CAC) can tell you more than that. 

It can also tell you if your marketing strategy is effective. If you’re spending thousands of dollars on Facebook and Google Ads, but you’re only bringing in one or two new customers, then you’ve got a pretty high CAC, and it’s probably time to change something up. 

For example, if your outbound marketing strategy isn’t converting at the right CAC, you might want to invest more heavily in inbound marketing. 

Your CAC can also be used to help calculate the overall ROI of your marketing campaign. We’ll talk more about that later, but read this blog about Calculating Marketing ROI for more info. 

09. Lifetime Value of A Customer

Just as your CAC tells you how much it costs to acquire a customer, the Lifetime Value of a Customer tells you how much you earn from a customer over the term of their engagement with you. To figure out the overall value of a customer, check out the following equation:

(Amount of average sale per customer) x (Average number of times a customer buys per year) x (Average retention time for a typical customer (whether that’s a year, a month, or more))

Typically, the lifetime value of the customer shows you how important it is to keep nurturing leads, even after they’ve closed on a sale. On average, most companies find that it’s more expensive to acquire a new client than it is to retain consistent business with an existing client.

10. Return on Investment

Return on Investment (ROI) is the KPI that everyone wants to know. We probably don’t have to tell you that you need to be tracking it, because who isn’t?

But, we do have to include it on this list because it truly is one of the most telling inbound marketing KPIs that exists. 

This is an important metric if you’re trying to convince your boss that inbound marketing is legit, but it’s equally important after you start using inbound marketing. 

The ROI metric tells you when your efforts are paying off, and when you might be spending too much on an effort that’s not performing. 

Let’s say, for example, you still take out a Yellow Pages ad. That costs you a few hundred dollars each time you place the ad. For the sake of simplicity, let’s say you never get any referrals from that Yellow Pages ad. In this situation, there is virtually no ROI. You’re spending money on a marketing effort that isn’t returning any revenue. 

So, you see that your Yellow Pages ad isn’t working out. You decide to take the money you would’ve spent on that ad, and use it to hire a content writer to start your blog. After a few months, you have a ton of leads calling in, and they’re all referencing information they saw on your blog. 

When you close on some of those sales, for more than you spent on the content writer, you have a positive ROI. 

In the end, if you’ve got a great ROI percentage, then you know your marketing strategy is working. If you’re spending more than you’re making, or if you’re not seeing a great return on your marketing strategy, it’s probably time for a change. 

Check out this blog from Impact for more information about calculating your marketing ROI. 

Deciding Which Inbound Marketing KPIs to Track

As you probably know, there are way more than just 10 inbound marketing KPIs to track. But, if you’re just getting started with the inbound methodology, these 10 are some of the most important, and the easiest to make sense of. 

If you’d like to learn about more inbound marketing KPIs you can track to better optimize your marketing strategy, or if you’re interested in an inbound marketing agency, let us know. We can help you determine which KPIs make the most sense for your goals, and we’d be happy to explain a little bit more about the inbound marketing methodology, too.

New call-to-action
New call-to-action