http://www.buzzstream.com Inbound Marketing is the process of helping customers find your company online both through organic search (SEO) and social media. This presentation covers measuring metrics throughout the inbound marketing funnel: Listening > Engagement > Relationship > Coverage > Links > Search Rankings > Traffic > Leads > Sales

1. Measuring Inbound Marketing
Jeremy Bencken
June 10, 2009
Austin Web Analytics Wednesday

2. The Inbound Marketing Funnel
Sales Management
Salesforce.com, Sugar
CRM, Microsoft Dynamics Analytics
Google Analytics,
Coremetrics, Webtrends
$
SEO Link Research
WhoLinksToMe,
SEOMoz, Majestic SEO
Leads
SEO Rankings
Hubspot, WebCEO,
Traffic rankradar, RockinSEO
News stories, blog posts,
Twitter Re-Tweets Search Rankings
Burrells Luce, CustomScoop,
CRM’s
TweetReach
Inbound Links BuzzStream, Vocus, Highrise,
Gist, Xobni, MrTweet
Coverage
Email, Twitter, blog
Relationships comments, trackbacks
BuzzStream, Radian6
Engagement
Social Media Monitoring
Listening Google Alerts, Social
Mention, Radian6,
filtrbox

3. Relationship Metrics

4. Influence Metrics- PageRank

5. Influence Metrics- Inbound Links

6. Influence Metrics- Unique Visitors

7. Influence Metrics- Technorati

8. Influence Metrics- Twitter Followers

9. Coverage Metrics

10. Coverage Metrics- Twitter

11. Coverage Metrics- Twitter

12. Coverage Metrics- Blog Comments

13. Coverage Metrics- Referrers

14. Coverage Metrics- Readers

15. Inbound Links
• Link quality
– PageRank
– Good keyword anchor text
– Related/relevant content

16. Inbound Links

17. Rankings: Y=N(X)*F(X)
• Y = Ranking
• X = User’s search term
• F = Off-page factors (70%)
– Inbound links
– Anchor text
– Bounce rate(?)
• N = On-site factors (30%)
– Text on page, keyword density, URL, domain name
– Meta tags, H1, titles, HTML validation, img alt text
– +190 other factors… page load speed, domain age,
page footprint growth, content freshness

18. Rankings: SERP Monitoring

19. Traffic
• Traffic volume determined by…
– Number of keywords your site can be found by
• Pages in the index
– Search popularity of your keywords
– Click through rate on your listings in the SERPs
• Traffic quality
– Tire kickers or buyers?
– Conversion rate by source

20. Traffic By Search Ranking
2
4
6
8
10
Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/

21. What is BuzzStream?