In part 1 of this series, we highlighted 3 key inbound marketing reports that every business SHOULD be getting from their agency:
[Note: the names/titles of the reports listed above and below vary, and a single report or presentation usually combines multiple reports.]
Now, we’ll look at 5 more reports that paint a complete, accurate picture of what’s working and why:
4. Top Landing Pages
Knowing how many leads are coming to your website and where they’re coming from are both important data points – but you also want to know their destination. For example, are they heading for your home page, your blog, your “contact us” page, etc.? This information can help you identify if there are certain pages or sections of your website that can be further developed to maximize customer engagement and conversions.
5. Top Blog Posts
Similar to the Landing Pages information described above, knowing which of your blog posts are generating the most views can give you potent insights into your customers. You can then leverage this to create additional blog post around popular themes, or create ebooks, Infographics or other assets accordingly.
6. Leads Broken Down by Offer
This information helps you understand how each of your offers (e.g. ebooks, Infographics, white papers etc.) are performing in terms of how many leads each is generating. You can use this information to develop additional assets, as well as glean insights into what your customers find compelling and relevant.
7. Revenue per Source
Just as you’ll be attracting leads from different sources, you’ll also be generating revenue from different sources. It’s important to identify these streams and evaluate them in context. For example, generating $5000/month in revenue from PPC/paid advertising may be great; that is, unless you’re spending $7500/month in revenue.
At the same time, it’s important to take a long-term view here. Sometimes, investments need to be made that deliver attractive ROI down the road. This is especially the case if your business is being out-paced by your competitors, and you have some Inbound Marketing catching up to do.
8. Marketing Pipeline Status
Your marketing pipeline refers to both the volume of leads that are evaluating your offerings, and where those leads are in terms of making a buying decision. Understanding your marketing pipeline status helps you grasp whether it makes more sense to invest in lead-generating strategies (if you want to fill your pipeline), or assets/offers (if you want to convert more mature, developed leads).
Next Steps
A professional Inbound Marketing partner will work with you to develop the report-mix that fits your unique profile (based on your investment, the types of campaigns you’re running, and other factors).
And what about an unprofessional Inbound Marketing partner? Well, they won’t provide you with much of anything, because they frankly don’t want you to know what’s going on. They’re more interested in your money than your metrics.
At Leap Clixx, we pride ourselves on providing our clients with transparent reporting, so we can measure performance and verify improvement. To learn more about our approach and solutions, contact us today and schedule your free, no obligation consultation.
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